Dashboard
The Apex dashboard is your command center for growth intelligence. It surfaces key metrics, experiment status, and channel performance in a single view.
Overview Section
The top of the dashboard shows your high-level numbers:
- Total Visitors — Unique visitors tracked by the Apex snippet across all pages
- Total Leads — Visitors who converted (form submissions, signups, or custom conversion events)
- Conversion Rate — Overall lead-to-visitor ratio
- Intelligence Score — A composite score reflecting how evidence-based your growth decisions are (see Intelligence)
These metrics update in near-real-time as the snippet captures events.
Experiments
The experiments section shows all active and recent experiments:
- Running experiments — Current A/B tests with live visitor counts, conversion rates per variant, and statistical confidence
- Recent results — Completed experiments with winner, lift percentage, and the belief they validated or contradicted
- Draft experiments — Experiments created but not yet activated
Click any experiment to see its full results, including daily trends, variant comparison, and linked beliefs.
Tip
Pay attention to the confidence percentage. Apex uses statistical analysis to determine when a result is reliable. Avoid calling experiments early — a confidence below 95% means the result could be noise.
Channel Performance
If you've connected integrations, the channel performance section shows:
| Column | Description |
|---|---|
| Channel | Traffic source (Google Ads, Meta Ads, organic, etc.) |
| Visitors | Unique visitors from this channel |
| Leads | Conversions attributed to this channel |
| CVR | Conversion rate for visitors from this channel |
| Cost | Ad spend (for paid channels) |
| CPL | Cost per lead |
This enables cross-channel comparison so you can see which channels deliver the best return.
Beliefs
The beliefs section shows your team's recorded assumptions with current confidence scores. Beliefs are color-coded:
- Green — High confidence (0.6+), backed by experiment data
- Yellow — Moderate confidence (0.3–0.6), partially tested
- Red — Low confidence (below 0.3) or contradicted by data
Click a belief to see its history: which experiments tested it, how confidence changed over time, and linked predictions.
Navigation
The sidebar provides access to all major sections:
- Dashboard — Overview (this page)
- Experiments — Create, manage, and review experiments
- Goals — Define conversion goals for experiments
- Sensors — Connect and manage external integrations
- Settings — Project configuration, snippet setup, API keys
Key Metrics to Watch
- Intelligence Score trending up means your team is learning and making more evidence-based decisions
- Experiments with 95%+ confidence are ready for a decision — promote the winner or archive
- Low-CPL channels are your best budget allocation candidates
- Contradicted beliefs are learning opportunities — they prevent you from repeating costly assumptions
Next Steps
- Run your first experiment
- Set up goals to define what success looks like
- Connect integrations to bring in channel data