Start free. Upgrade when the loop pays for itself.

Not all conversions are equal. A $50K enterprise demo and a free trial signup shouldn’t score the same — but most tools treat them identically. The scoring engine lets you assign business-value weights to every event and version every model change. Business value: teams typically discover within the first week that 30–60% of their budget is optimizing for the wrong conversions.

Connects the dots between model changes and downstream outcomes over time. If a weight adjustment improved pipeline quality by 12%, that signal is captured and strengthens confidence in the change. Business value: makes the “why did results change?” question answerable in seconds instead of hours of spreadsheet forensics. Write access (Pro+) lets you annotate decisions and trigger recalculations so the institutional narrative stays intact.

Stitches anonymous events to known users across devices and sessions so you see the full journey, not fragmented touchpoints. Basic matches on common identifiers (email, user ID). Advanced adds probabilistic matching, cross-domain linking, and account-level rollup for complex B2B buying committees. Business value: without identity resolution, multi-touch attribution is impossible — you’re making budget decisions on incomplete data.

A single view of scoring model health, experiment velocity, belief confidence, and budget efficiency — designed for the weekly leadership review. Business value: replaces the 2–3 hours your team spends assembling a weekly report with a live, always-current view. Leaders see what changed, what’s working, and where attention is needed.

Pre-built scoring models and experiment frameworks for B2B SaaS, e-commerce, and marketplace verticals. Start with proven weight configurations and customize from there. Business value: cuts initial setup from weeks to hours. Instead of guessing which events matter, start with configurations validated across hundreds of similar businesses.

Lightweight JavaScript/TypeScript SDK to instrument your app. Track custom events, attach business-value metadata, and send them to the scoring engine. Fully open-source — inspect, contribute, or fork. Business value: no vendor lock-in. Your engineering team can verify exactly what data leaves your app, and you own the instrumentation layer regardless of what happens with Apex.

Scores evolve in real-time as contacts interact with your product and marketing. Page visits, feature usage, email engagement, and support tickets all feed into a living score that adapts to behavior — not just who the contact is on paper. Business value: static profile-based scoring misses 60%+ of buying signals. Behavioral scoring catches the enterprise prospect who suddenly started reading your pricing page three times a day.

Sales reps see a prioritized list of who to call next without seeing the underlying scores or temperature labels. Prevents cherry-picking, ensures even coverage, and enables rigorous analysis of whether scoring actually improves outcomes. Business value: the only way to truly validate your scoring model is to measure outcomes when reps don’t know the scores. Blind mode turns your sales team into a controlled experiment.

A central catalog of every experiment — hypothesis, configuration, audience, results, and lessons learned. No more lost experiments in spreadsheets or Slack threads. Business value: teams that track experiments in a central registry run 2–3× more experiments per quarter because they stop accidentally re-running old tests. Free includes 2 concurrent experiments; Starter+ is unlimited.

Experiments are scored by real business value, not vanity metrics. A variant that drives higher-value conversions wins even if its raw conversion rate is lower. Manual evaluation (Starter/Pro) lets you compare variants side-by-side; Bayesian evaluation (Growth+) catches statistical patterns humans miss. Business value: we’ve seen teams pick the “wrong” winner 20–40% of the time when using conversion rate alone.

Every experiment result feeds a searchable knowledge base. Before launching a new test, search what your team already learned. Business value: institutional memory that survives team turnover. When a growth marketer leaves, their 18 months of experiment learnings stay — and the next hire starts where they left off, not from zero.

Automatically shifts traffic to winning variants in real-time using Thompson Sampling. Instead of waiting weeks for statistical significance, the system continuously optimizes allocation while still learning. Business value: reduces the opportunity cost of experiments by 40–60%. At Scale traffic volumes (50M events/mo), even a 1-day speedup in convergence can be worth tens of thousands in recovered revenue.

Test what actually works. Run controlled A/B experiments on your site, let Apex detect statistical significance automatically, and promote winners to production.

Tracks how accurate the system’s predictions have been over time. If it predicted a 15% lift and the result was 8%, the calibration score adjusts. Business value: after 6+ months of tracking, you can tell leadership “our predictions are 78% accurate” instead of “we think this will work.” That confidence level changes how fast budget gets approved. Starts at Pro so the data accumulates early — the longer you track, the more irreplaceable it becomes.

Analyzes your scoring data, experiment history, and belief graph to suggest what to test next — with expected impact estimates and confidence levels. Weekly digests surface the highest-leverage opportunities. Business value: most teams have a backlog of experiment ideas but no way to prioritize by expected ROI. Apex recommendations surface the tests most likely to move the needle, so your limited experiment slots go further.

Continuously monitors your scoring model for drift — when the real-world relationship between events and outcomes changes but your weights haven't caught up. Automatically flags stale assumptions and recommends adjustments with evidence. Business value: markets shift. A scoring model tuned 6 months ago may be silently misallocating budget today. Drift detection catches it before the damage compounds.

Automatically reallocates spend across channels and campaigns based on weighted performance data, within guardrails you set — max daily change, minimum spend floors, manual approval thresholds. Business value: at $250K+/mo ad spend, even a 5% efficiency improvement is $12.5K/month recovered. The system runs 24/7, catching opportunities and pulling back from underperformers faster than any human can.

Feeds Apex-scored conversion quality signals back to ad platforms via CAPI, so Google, Meta, and LinkedIn optimize for the leads you actually want — not just anyone who fills out a form. Business value: transforms your ad spend from volume-based to quality-based optimization. Teams report 19–30% lower cost per qualified lead after enabling feedback loops.

A visual map of every assumption your growth strategy depends on — and how confident the system is in each one. When you learn something about pricing copy, connected assumptions about conversion and retention update too. Business value: makes implicit strategy explicit. Instead of debating opinions in meetings, your team debates evidence-backed confidence levels. Interactive editing (Growth+) lets you test alternate assumptions before committing real budget.

Cost Per Weighted Unit (CPWU) measures spend per unit of real business value — not per click or per lead. Track CPWU across channels, campaigns, and time periods. Business value: the single most actionable metric in the platform. When a marketer sees “Google = $45/weighted unit, LinkedIn = $12/weighted unit,” they reallocate $25K in spend that week.

Aggregates experiment results and scoring data across multiple teams and projects. See which teams run the most impactful experiments, where beliefs conflict, and how decisions compound across the organization. Business value: at Scale, growth isn’t one team — it’s product, marketing, partnerships, and sales all running experiments. Cross-team analytics surfaces when Team A’s winning strategy contradicts Team B’s assumptions.

Generates prioritized, evidence-backed tasks for your team: record a demo video, rewrite landing page copy, approve a budget change. Each task includes expected impact, urgency, and linked evidence from past experiments. Business value: turns insights into action. Without this, experiment results sit in dashboards. With it, the system tells your team exactly what to do next and why — ranked by expected business impact.

Route budget changes, experiment launches, and model updates through configurable approval chains. Set thresholds — e.g., any budget change over $5K requires VP approval. Full audit trail. Business value: gives leadership confidence to delegate more decisions. Instead of bottlenecking every budget change through a VP, set guardrails and let the team move faster within them.

Team members who can access the platform, run experiments, and view dashboards. Business value: more seats means more people contributing to the intelligence loop. Each team member’s experiments and decisions make the system smarter for everyone else.

Isolated environments with their own scoring models, experiments, and data. Useful for separating product lines, regions, or business units. Business value: prevents cross-contamination between fundamentally different businesses while still enabling cross-project insights at Scale.

Pre-built integrations with Google Ads, Meta, LinkedIn, HubSpot, Stripe, and GA4. All connectors available on every tier. Business value: more connected data means a smarter system for everyone. We don’t gate connectors because limiting data sources would make the scoring engine less accurate — which hurts you and the flywheel.

Total events ingested per month — page views, form submissions, experiment exposures, ad spend imports, CRM syncs. Business value: event volume is the natural scaling lever. As your business grows, traffic grows, experiments grow, and the system needs more data to stay accurate. Each tier’s limit is calibrated to the typical traffic of that stage of company.

The Apex MCP server connects AI agents (Cursor, Claude, etc.) to the persistent knowledge system. Query the belief graph, log predictions, manage experiments, and get recommendations — all from your AI development environment. Every action counts against your tier’s event and experiment limits. Business value: the trojan horse. Zero-friction entry for developer-led adoption. Every MCP interaction feeds the intelligence loop.

Backfill your scoring model with historical event and outcome data. Instead of starting from zero, the system learns from months or years of past performance. Business value: solves the cold-start problem. Without historical data, AI recommendations take 3–6 months to become useful. With a 12-month backfill, the system is informed from day one — and time-to-value collapses from quarters to weeks.

Sends real conversion events — deal closures, payments, qualified leads — back to ad platforms through their Conversion APIs. Ad algorithms stop optimizing for form fills and start optimizing for revenue. Business value: teams report 19% lower cost per qualified lead within the first month of enabling offline conversion tracking.

Automatically syncs lead segments based on score buckets to ad platform custom audiences. Target lookalikes of your highest-value leads, suppress low-quality segments, and create retargeting audiences based on scoring intelligence. Business value: your ad targeting becomes as smart as your scoring model. Instead of broad demographic targeting, you’re reaching people who look like your best customers.

Writes Apex lead scores, bucket labels, and score changes directly into CRM contact records. Sales reps see scoring intelligence in their existing workflow without switching tools. Business value: scoring data is useless if it stays in a separate tool. CRM writeback puts the intelligence where reps already work — inside Salesforce, HubSpot, or Pipedrive.

Know exactly which ad, campaign, or link drove every app install. Click-through and view-through attribution with configurable windows — the same core capability Adjust and AppsFlyer provide, built into the platform you already use for web.

Configure SKAN conversion value schemas visually in your dashboard. Support for fine values (64 possible), coarse values (low/medium/high) across all three SKAN 4.0 postback windows, and null CV modeling. Essential for iOS campaigns in the post-ATT world.

When a user clicks a campaign link and already has your app, take them directly to the right screen — not the home page. Custom redirection, Universal Links (iOS), and App Links (Android) configuration built into the dashboard.

A user clicks your ad but doesn't have the app yet. They install from the store. On first open, Apex routes them to the exact content they originally clicked on — not the generic onboarding flow. Dramatically improves conversion from ad click to first meaningful action.

App installs, opens, purchases, and custom events flow through the same pipeline as your web analytics. One event schema, one store, one dashboard — no data silos between web and mobile.

Receive click and impression data from Meta and Google Ads via server-to-server postbacks, and send conversion events back so the ad networks can optimize your campaigns. The same S2S integration Adjust and AppsFlyer use.

See exactly why an install was flagged — click-to-install time too fast, geographic mismatch between click and install, or repeated device IDs across installs. Transparent rules you can tune, not a black box you pay extra for.

Did that Meta campaign actually cause those installs, or would they have happened anyway? Run holdout experiments that suppress ads to a control group and measure the difference. Built on the same experiment engine Apex uses for web A/B tests — not a separate add-on.

A user visits your website, installs your app, and opens an email — Apex stitches all three into one identity. See the complete journey from first web touch through app engagement to purchase, across every channel. This is impossible in a mobile-only MMP because they don't have the web and email data.

Test a different web landing page and measure whether it leads to more app installs. Run an in-app experiment and measure whether it reduces churn detected via email engagement. Experiments that span web, mobile, and email — using the same engine, the same statistical rigor, the same dashboard. No MMP can do this because they don't run experiments.

User installs from a Meta campaign but doesn't register within 24 hours? Automatically send an onboarding email with a deep link back to the app. A/B test different sequences for users from different acquisition channels. MMPs don't send emails. Apex does — and it experiments on them.

See the complete user journey: web visit → app install → in-app events → purchase → email re-engagement. Every touchpoint, every channel, one timeline. This is the view that makes attribution actionable — not just 'which channel drove the install' but 'what was the full path to revenue.' Impossible in a mobile-only MMP.

When mobile data reveals that 'users who install from Meta weekend campaigns have 2x higher LTV,' that becomes a testable hypothesis in the belief graph. Confidence updates as more data arrives. The system learns — it doesn't just report. No MMP has an institutional learning system.

Documentation, community forums, and public GitHub issues. Business value: fast answers from both the Apex team and other users who’ve solved the same problem.

Direct email access to the Apex support team during business hours. Business value: when something blocks your experiment launch or data pipeline, you need a human — not a forum thread.

Dedicated Slack channel, same-day response target, and escalation paths for critical issues. Business value: at Growth scale ($4K/mo), downtime or misconfiguration can cost more per day than the subscription. Same-day resolution protects your investment.

A named Customer Success Manager, custom onboarding, quarterly business reviews, SSO/SAML, SOC 2 compliance documentation, and enterprise SLA guarantees. Business value: at Scale, Apex is infrastructure. You need a partner who understands your business, proactively optimizes your setup, and meets your security and compliance requirements.