The Apex Spec

User added a product to their cart.

product_id*

string

prod_atlas_runner_blue_42

product_name

string

Atlas Trail Runner

value

number

129.99

cart_value

number

currency

string

USD

quantity

number

1

item_count

number

cart_id

string

cart_9f2e1a

User removed a product from their cart.

product_id*

string

prod_atlas_runner_blue_42

product_name

string

Atlas Trail Runner

value

number

129.99

currency

string

USD

quantity

number

1

cart_id

string

cart_9f2e1a

User viewed a product detail screen.

product_id*

string

prod_atlas_runner_blue_42

product_name

string

Atlas Trail Runner

category

string

Footwear / Running

value

number

129.99

currency

string

USD

User added a product to a wishlist or saved-for-later list.

product_id*

string

prod_atlas_runner_blue_42

product_name

string

Atlas Trail Runner

value

number

129.99

currency

string

USD

User viewed their cart. The funnel stage between add_to_cart and checkout_started (GA4's view_cart).

value

number

259.98

currency

string

USD

item_count

number

2

cart_id

string

cart_9f2e1a

Full cart state at a point in time — powers abandoned-cart recovery journeys with the exact items to recover.

items*

array

value

number

259.98

currency

string

USD

item_count

number

2

cart_id

string

cart_9f2e1a

User began the checkout flow.

value

number

259.98

currency

string

USD

item_count

number

2

cart_id

string

cart_9f2e1a

Client-side checkout success. The browser/app-side completion signal — `order_placed` (server) and `in_app_purchase` (IAP) remain the money-truth lanes when both exist.

order_id

string

ord_2024_03_45891

value*

number

259.98

currency*

string

USD

item_count

number

2

items

array

cart_id

string

subtotal

number

244

total

number

259.98

tax

number

15.98

shipping

number

0

handling

number

discount

number

coupon

string

account_id

string

Revenue event: user completed a purchase inside the app.

order_id*

string

ord_2024_03_45891

value*

number

259.98

currency*

string

USD

product_id

string

prod_atlas_runner_blue_42

product_name

string

Atlas Trail Runner

transaction_id

string

txn_stripe_3PqXyZ

items

array

is_restored

boolean

false

subtotal

number

total

number

tax

number

shipping

number

handling

number

discount

number

coupon

string

account_id

string

A prior purchase was refunded.

order_id*

string

ord_2024_03_45891

value*

number

129.99

currency*

string

USD

reason

string

Customer requested refund within return window

product_id

string

prod_atlas_runner_blue_42

account_id

string

Subscription lifecycle transition (start, renew, cancel, trial conversion, etc).

product_id*

string

atlas_pro_annual

action*

string

start

amount

number

299

currency

string

USD

period_type

string

annual

transaction_id

string

txn_stripe_3PqXyZ

expires_at

string

2027-05-21T00:00:00Z

is_trial

boolean

false

seat_count

number

25

account_id

string

A subscription began (first activation, including trial start). Renewals and plan changes flow through subscription_event.

product_id*

string

atlas_pro_annual

amount

number

299

currency

string

USD

period_type

string

annual

transaction_id

string

is_trial

boolean

false

account_id

string

A subscription was canceled by the user or by billing failure. The churn moment win-back journeys trigger on.

product_id*

string

atlas_pro_annual

reason

string

user_canceled

expires_at

string

2027-05-21T00:00:00Z

account_id

string

A subscription/invoice payment attempt failed. Triggers the dunning (payment-recovery) journey.

invoice_id*

string

in_3PqXyZ

amount*

number

299

currency*

string

USD

subscription_id

string

sub_3PqXyZ

transaction_id

string

txn_stripe_3PqXyZ

attempt_number

number

1

next_retry_at

string

2026-06-22T00:00:00Z

update_payment_url

string

https://billing.example.com/update

account_id

string

A previously-failed payment succeeded on retry or after the customer updated billing. The dunning journey's goal/exit event.

invoice_id*

string

in_3PqXyZ

amount*

number

299

currency*

string

USD

subscription_id

string

sub_3PqXyZ

transaction_id

string

txn_stripe_3PqYZ2

account_id

string

An order was placed (server-confirmed purchase). The money-truth lane: this is the dollar source of record for revenue and order-confirmation comms. Fire it from your server, not the browser.

order_id*

string

ord_2024_03_45891

value*

number

129.99

currency

string

USD

item_count

number

2

product_name

string

Atlas Trail Runner

order_url

string

/orders/ord_2024_03_45891

subtotal

number

total

number

tax

number

shipping

number

handling

number

discount

number

coupon

string

account_id

string

A marketplace seller's first sale completed. Drives the seller-activation comm.

order_id

string

ord_2024_03_45891

value

number

49.99

currency

string

USD

buyer_name

string

Alex Rivera

product_name

string

Vintage Film Camera

payout_days

number

A trial ended without converting (distinct from trial_expiring, which fires BEFORE).

plan

string

atlas_pro

An invoice was paid successfully (normal billing success; distinct from payment_recovered).

invoice_id*

string

in_3PqXyZ

amount*

number

299

currency*

string

USD

subscription_id

string

sub_3PqXyZ

next_billing_date

string

2026-07-20

A subscription renewed for another period. The renewal moment (was subscription_event action=renew).

product_id

string

atlas_pro_annual

amount

number

299

currency

string

USD

period_type

string

annual

transaction_id

string

A subscription moved to a higher plan or more seats (expansion). Carry the NEW recurring amount so MRR expansion is computable.

product_id

string

atlas_pro_annual

from_plan

string

Starter

to_plan

string

Pro

amount

number

299

currency

string

USD

period_type

string

annual

seat_count

number

25

account_id

string

A subscription moved to a cheaper plan or fewer seats (contraction). Carry the NEW recurring amount so MRR contraction is computable.

product_id

string

atlas_starter_monthly

from_plan

string

Pro

to_plan

string

Starter

amount

number

49

currency

string

USD

period_type

string

monthly

seat_count

number

5

reason

string

seat_reduction

account_id

string

A new user account was created.

method

string

email

referrer

string

https://google.com/search?q=atlas+running

User authenticated into the app.

method

string

email

User signed out of the app.

No payload fields required.

Anonymous visitor was linked to a known user identity.

user_id*

string

usr_atlas_8f3a92

traits

object

First install of the app on this device.

No payload fields required.

App was foregrounded by the user. Foundational session signal.

source

string

push_notification

App was backgrounded.

No payload fields required.

App was uninstalled from the device (server-inferred from push silent failure).

No payload fields required.

The native app crashed. A harm signal for mobile experiment guardrails.

message

string

NSInvalidArgumentException

stack

string

fatal

boolean

true

App was reinstalled within the reinstall window.

No payload fields required.

A customer churned (lapsed/cancelled past the win-back window). Drives win-back.

reason

string

stopped_using

A churned customer came back. Drives reactivation-welcome comms.

inactive_days

number

92

changes_summary

string

New mobile app + faster checkout

Beginning of a session (gap from last event > session timeout).

session_id

string

sess_2026_05_21_abc123

End of a session (background or timeout).

session_id

string

sess_2026_05_21_abc123

duration_ms

number

187320

User viewed a screen or page. Canonical name across web and mobile.

path

string

/products/atlas-runner

title

string

Atlas Runner — Atlas Athletics

referrer

string

https://google.com/search?q=atlas+running

Legacy web pageview. Prefer `page_view` for new integrations.

path

string

/products/atlas-runner

title

string

Atlas Runner — Atlas Athletics

referrer

string

https://google.com/search?q=atlas+running

Mobile screen render. Equivalent to `page_view` for native screens.

screen_name*

string

ProductDetail

previous_screen

string

ProductList

User executed a search query.

query*

string

trail running shoes

results_count

number

24

User shared content to an external surface.

content_id

string

prod_atlas_runner_blue_42

channel

string

twitter

User viewed a piece of content (article, video, etc).

content_id*

string

blog_2026_05_running_form_guide

content_type

string

article

duration_ms

number

42500

Form was submitted by the user.

form_id

string

newsletter_signup

Generic click event.

target

string

button#hero-cta

Composite engagement signal (web only — replaced by individual events on mobile).

No payload fields required.

Periodic heartbeat indicating the user is still active on a page.

No payload fields required.

Multiple rapid clicks on the same element — frustration signal.

target

string

button#submit-disabled

Click that produced no observable effect — frustration signal.

target

string

div.banner-image

User completed a defined conversion goal.

goal_id*

string

signup_completed

value

number

25

User finished one step of a guided onboarding / activation flow. A proximal funnel signal — emit one per step from the client where the step happens.

step_id

string

connect_data_source

step_index

number

2

step_name

string

Connect a data source

User used a specific product feature. Powers expansion + adoption comms.

feature_name*

string

advanced_reports

count

number

1

User registered for a webinar. A campaign conversion signal.

webinar_topic

string

Scaling growth experiments

webinar_date

string

2026-07-10

User began a survey (e.g. NPS).

survey_id

string

nps_2026_q2

User completed a survey. A campaign conversion signal.

survey_id

string

nps_2026_q2

score

number

9

User viewed a report or dashboard. A core SaaS engagement signal.

report_id

string

rpt_8821

report_name

string

Weekly performance

User viewed a piece of content (article, video, screen). A core engagement signal for content + mobile apps.

content_id

string

cnt_4410

content_type

string

video

User completed a task / unit of work. A depth-of-use engagement signal.

task_id

string

tsk_5567

task_type

string

onboarding_step

User's integration made a successful API request. The core active signal for API-first / developer products.

endpoint

string

/v1/messages

count

number

1

User finished the onboarding flow. Source-of-truth milestone — emit server-side when onboarding state flips to complete.

duration_ms

number

420000

steps_completed

number

4

User reached the activation / 'aha' milestone (the moment they got first value). The PLG north-star outcome. Emit server-side when the activation criterion is met.

criterion

string

connected_first_integration

User created their first/Nth project or workspace. A common SaaS + agency activation milestone.

project_id

string

prj_2231

project_name

string

Q3 Launch

Price dropped on a product a customer viewed or saved. Drives price-drop alerts.

product_id

string

prod_atlas_runner_blue_42

product_name*

string

Atlas Trail Runner

old_price

number

129.99

new_price

number

99.99

discount_percent

number

currency

string

USD

product_url

string

/products/atlas-trail-runner

A back-in-stock / restock reminder is due for a product. Drives restock comms.

product_id

string

prod_atlas_runner_blue_42

product_name*

string

Atlas Trail Runner

days_since_purchase

number

product_url

string

/products/atlas-trail-runner

A post-purchase review request is due. Drives review-request comms.

product_id

string

prod_atlas_runner_blue_42

product_name*

string

Atlas Trail Runner

order_id

string

ord_2024_03_45891

days_ago

number

review_url

string

/orders/ord_2024_03_45891/review

A placed order shipped. Drives shipping-notification comms.

order_id*

string

ord_2024_03_45891

carrier

string

UPS

tracking_url

string

https://ups.com/track?n=1Z999

delivery_estimate

string

2026-06-24

shipped_at

string

A shipped order was delivered. Drives review-request + post-purchase comms.

order_id*

string

ord_2024_03_45891

delivered_at

string

2026-06-24T18:02:00Z

A buyer asked to send goods back. Starts the returns story — distinct from purchase_refunded (money back).

order_id*

string

ord_2024_03_45891

product_id

string

prod_atlas_runner_blue_42

reason

string

wrong_size

quantity

number

1

Returned goods were received back. The return-rate numerator; fire purchase_refunded separately when money moves.

order_id*

string

ord_2024_03_45891

product_id

string

prod_atlas_runner_blue_42

reason

string

wrong_size

condition

string

resellable

refunded

boolean

true

A seller joined the marketplace. The marketplace-side activation conversion.

seller_id

string

sel_4821

store_name

string

Atlas Outfitters

A seller created a listing. Drives first-listing + activation nudges.

listing_id

string

lst_99213

product_name

string

Atlas Trail Runner

price

number

129.99

currency

string

USD

A buyer is due to review a marketplace purchase.

order_id

string

ord_2024_03_45891

product_name

string

Atlas Trail Runner

seller_name

string

Atlas Outfitters

A seller payout was sent. Drives payout-confirmation comms.

amount*

number

482.5

currency*

string

USD

payout_id

string

po_8841

transaction_count

number

12

payment_method

string

bank_transfer

processing_days

number

2

A seller earned a trust badge (e.g. Top Rated).

badge_name*

string

Top Rated Seller

A buyer viewed a marketplace listing. A demand-side engagement signal.

listing_id

string

lst_99213

product_name

string

Atlas Trail Runner

A user sent a message (buyer↔seller). A liquidity + engagement signal for marketplaces.

thread_id

string

thr_7781

A buyer submitted an offer / bid on a listing. A high-intent demand signal.

listing_id

string

lst_99213

amount

number

110

currency

string

USD

A marketplace transaction closed (buyer + seller). The two-sided activation/outcome moment.

transaction_id

string

txn_55621

amount

number

129.99

fee_amount

number

15.6

cost_amount

number

4.1

currency

string

USD

buyer_id

string

u_buyer_812

seller_id

string

sel_4821

listing_id

string

lst_99213

category

string

footwear

geo

string

US

price_band

string

100-250

A buyer viewed a seller's profile/storefront. A demand-side trust signal.

seller_id

string

sel_4821

store_name

string

Atlas Outfitters

A buyer saved/favorited a listing. A mid-funnel demand signal.

listing_id

string

lst_99213

product_name

string

Atlas Trail Runner

A buyer opened an inquiry/conversation about a listing. High-intent demand.

listing_id

string

lst_99213

thread_id

string

thr_7781

Supply and demand matched (offer accepted / booking confirmed) before payment. The liquidity moment for negotiated marketplaces.

listing_id

string

lst_99213

buyer_id

string

u_buyer_812

seller_id

string

sel_4821

amount

number

110

currency

string

USD

A marketplace transaction was canceled before fulfillment. The cancellation-rate numerator.

transaction_id

string

txn_55621

reason

string

out_of_stock

canceled_by

string

seller

A post-transaction review was submitted. Powers average rating + review coverage (trust metrics).

transaction_id

string

txn_55621

listing_id

string

lst_99213

rating

number

5

reviewer_side

string

buyer

A buyer or seller opened a dispute on a transaction. The dispute-rate numerator (trust metric).

transaction_id

string

txn_55621

reason

string

item_not_as_described

opened_by

string

buyer

An agency onboarded a new client. The agency-side activation conversion.

client_id

string

cli_2231

client_name

string

Northwind Co

manager_name

string

Jordan Lee

A client campaign hit a milestone. Drives results/update comms.

campaign_id

string

cmp_5521

campaign_name

string

Spring Launch

milestone

string

100 conversions

business_impact

string

+$24k pipeline

A client contract renewal is approaching. Drives renewal comms.

contract_id

string

ct_7781

days_remaining

number

30

renewal_date

string

2026-07-20

contract_period

string

annual

The agency launched a new capability/service. Drives announcement comms.

capability_id

string

cap_312

capability_name

string

Paid Social

capability_description

string

Full-funnel paid social management

An agency team member updated a task. A core agency activity signal.

task_id

string

tsk_5567

status

string

in_progress

A team member uploaded an asset/deliverable. A core agency activity + activation signal.

asset_id

string

ast_3312

asset_type

string

creative

A user added a comment / collaboration note. A depth-of-use signal.

target_id

string

ast_3312

A team member logged time against a client/project. A core agency activity signal.

minutes

number

90

project_id

string

prj_2231

A client viewed an agency results report. A retention + value-delivery signal.

report_id

string

rpt_8821

client_id

string

cli_2231

A customer hit a loyalty milestone (points/tier). Drives reward comms.

points

number

5000

reward

string

$50 credit

milestone

string

Gold tier

A customer crossed a usage milestone. Drives celebratory + expansion comms.

milestone

string

1,000 events tracked

percentile

number

95

Device received a push notification (delivery confirmation).

message_id

string

msg_2026_05_21_abc

campaign_id

string

cmp_atlas_spring_2026

User tapped/opened a push notification.

message_id

string

msg_2026_05_21_abc

campaign_id

string

cmp_atlas_spring_2026

deep_link

string

atlas://product/atlas-runner

Email open tracked via pixel.

message_id

string

msg_2026_05_21_abc

campaign_id

string

cmp_atlas_spring_2026

Link in email was clicked.

message_id

string

msg_2026_05_21_abc

campaign_id

string

cmp_atlas_spring_2026

link

string

https://atlasathletics.com/products/atlas-runner

Recipient unsubscribed from a message/list. A harm signal for messaging experiment guardrails.

message_id

string

msg_2026_05_21_abc

campaign_id

string

cmp_atlas_spring_2026

list_id

string

In-app message was rendered to the user.

message_id

string

msg_2026_05_21_abc

campaign_id

string

cmp_atlas_spring_2026

User interacted with an in-app message CTA.

message_id

string

msg_2026_05_21_abc

campaign_id

string

cmp_atlas_spring_2026

cta

string

upgrade_now

App opened via a deep link.

url*

string

atlas://product/atlas-runner

source

string

email

campaign_id

string

cmp_atlas_spring_2026

referrer

string

https://atlasathletics.com

A re-install was matched to a prior install.

partner_id

string

partner_facebook_ads

original_install_id

string

inst_2025_11_xyz

A returning user opened the app after a period of inactivity.

partner_id

string

partner_email_winback

inactive_days

number

30

Apex smart banner was shown on a mobile web page.

No payload fields required.

User clicked the smart banner CTA.

No payload fields required.

User dismissed the smart banner.

No payload fields required.

Custom event type. Stored with the original event name preserved in `data.eventName`. Use canonical events when possible.

No payload fields required.

Internal Apex lifecycle/level transition event (not user-generated).

No payload fields required.

JavaScript runtime error captured by the web SDK.

message

string

ReferenceError: window.atlas is not defined

stack

string

at fn (https://atlasathletics.com/app.js:123:45)

An organization owner/admin invited a new teammate. Drives the invite email + reminder branch.

inviter_name*

string

Sarah Chen

inviter_email

string

sarah@hypernova.inc

org_name*

string

Hypernova Inc

org_id*

string

org_hypernova_8f3a

invitee_email*

string

alex@example.com

role*

string

admin

accept_url*

string

https://app.apex.inc/invite/accept?token=inv_4f8a2b7c9d3e1f6a

invitation_token

string

inv_4f8a2b7c9d3e1f6a

invitation_id

string

inv_4f8a2b7c

A pending invitation was accepted. Notifies the inviter that their teammate joined.

member_name*

string

Alex Rivera

inviter_name

string

Sarah Chen

inviter_email

string

sarah@hypernova.inc

org_name*

string

Hypernova Inc

role*

string

admin

invitee_email

string

alex@example.com

href

string

/dashboard/settings/organization/team

An operator handed SDK wire-up off to a developer with a private integration-guide link.

inviter_name*

string

Sarah Chen

inviter_role

string

admin

developer_email*

string

dev@hypernova.inc

workspace_name

string

Hypernova Production

note

string

Snippet goes in the global layout please.

handoff_url*

string

https://app.apex.inc/onboarding/developer-handoff?token=hof_4f8a2b7c

signup_url

string

https://app.apex.inc/signup

A data-source integration was authenticated and connected.

integration_name*

string

LinkedIn Ads

integrations_url

string

/dashboard/integrations

A scheduled data import from a connected integration finished successfully.

integration_name*

string

LinkedIn Ads

row_count

number

1247

performance_url

string

/dashboard/performance

integrations_url

string

/dashboard/integrations

A scheduled data import from a connected integration failed.

integration_name*

string

Google Analytics

error_message

string

Authentication expired — please reconnect.

integrations_url

string

/dashboard/integrations

An A/B experiment was started.

experiment_name*

string

Homepage CTA Copy Test

experiment_url

string

/dashboard/experiments/exp_homepage_cta

hypothesis

string

Changing the CTA from 'Get Started' to 'Start Free' lifts signup rate by 15%.

An experiment was created as a draft. Enrolls the operator's lifecycle journey (1h publish-nudge gate).

experiment_id

string

experiment_name*

string

Homepage CTA Copy Test

surface

string

web

experiment_url

string

/dashboard/experiments/exp_homepage_cta

The first visitor was bucketed into a running experiment (the 'it's alive' moment). Fires once.

experiment_id

string

experiment_name*

string

Homepage CTA Copy Test

experiment_url

string

/dashboard/experiments/exp_homepage_cta

Daily digest of all active experiments for a workspace admin. Carries an `experiments` array rendered by the recap comm's repeater block.

count

number

2

experiments

string

A running experiment is projected to reach the end of its window without enough traffic to call a result. Fired while there is still time to extend, unlike experiment_window_closed_underpowered which fires after the deadline has passed.

experiment_id

string

experiment_name*

string

Welcome subject line

projection_reason

string

too_slow

exposure_per_arm

string

18

sample_floor_per_arm

string

50

days_elapsed

string

7

days_remaining

string

7

days_still_needed

string

13

lift_so_far

string

+4.1%

confidence_so_far

string

preview_url

string

experiment_url

string

/dashboard/experiments/exp_welcome_subject

An experiment's evaluation window closed while still underpowered (sample floor unmet). The operator can extend once or let it auto-conclude.

experiment_id

string

experiment_name*

string

Homepage CTA Copy Test

exposure_per_arm

string

48

sample_floor_per_arm

string

200

detectable_lift_floor

string

grace_days_remaining

string

5

experiment_url

string

/dashboard/experiments/exp_homepage_cta

An experiment reached statistical significance.

experiment_name*

string

Homepage CTA Copy Test

winning_arm

string

Start Free

lift

string

+18.3%

confidence

string

97%

exposures

string

12,480

preview_url

string

https://apex-avatars-staging.s3.amazonaws.com/experiment-assets/exp_homepage_cta/variant-1.png

experiment_url

string

/dashboard/experiments/exp_homepage_cta

An experiment finished (either by significance or by evaluation-window expiry).

experiment_name*

string

Homepage CTA Copy Test

result

string

winner

lift

string

+18.3%

confidence

string

97%

confidence_interval

string

safety_verdict

string

exposures

string

12,480

preview_url

string

https://apex-avatars-staging.s3.amazonaws.com/experiment-assets/exp_homepage_cta/variant-1.png

experiment_url

string

/dashboard/experiments/exp_homepage_cta

result_label

string

Significant winner

An experiment's winning arm was promoted to the default.

experiment_name*

string

Homepage CTA Copy Test

winning_arm

string

Start Free

lift

string

+18.3%

confidence

string

97%

exposures

string

12,480

preview_url

string

https://apex-avatars-staging.s3.amazonaws.com/experiment-assets/exp_homepage_cta/variant-1.png

experiment_url

string

/dashboard/experiments/exp_homepage_cta

A gated experiment's PR merged; the variant is deploying. The test starts counting on the first live visitor.

experiment_name*

string

Homepage CTA Copy Test

experiment_url

string

/dashboard/experiments/exp_homepage_cta

Apex opened a graduation PR to bake the winning variant into the merchant's code and remove the experiment flag.

experiment_name*

string

Homepage CTA Copy Test

graduation_pr_url*

string

https://github.com/acme/site/pull/482

experiment_url

string

/dashboard/experiments/exp_homepage_cta

A running experiment significantly hurt a protected metric (a confirmed critical breach). Promotion is blocked.

experiment_id

string

experiment_name*

string

Free shipping banner

experiment_url

string

/dashboard/experiments/exp_abc

href

string

/dashboard/experiments/exp_abc

Apex auto-paused an experiment because a variant hurt a protected metric (auto-pause is on).

experiment_id

string

experiment_name*

string

Free shipping banner

experiment_url

string

/dashboard/experiments/exp_abc

href

string

/dashboard/experiments/exp_abc

An experiment's traffic split is broken (sample-ratio-mismatch), so its results can't be trusted.

experiment_id

string

experiment_name*

string

Free shipping banner

experiment_url

string

/dashboard/experiments/exp_abc

href

string

/dashboard/experiments/exp_abc

An experiment started running (e.g. its gated PR merged).

experiment_name*

string

Above-fold CTA

experiment_url

string

/dashboard/experiments/exp_482

An experiment is stuck — pending deployment past 30 days, running past its max duration, or live with real traffic but never counting an exposure (a likely broken deploy).

experiment_name*

string

Above-fold CTA

reason

string

pending_deployment_timeout

conclusion

string

Waiting 31 days for its PR to merge.

experiment_url

string

/dashboard/experiments/exp_482

A manual-promotion experiment reached a confident winner and is waiting for an operator to promote it.

experiment_name*

string

Welcome Email Variant Test

winning_arm

string

Variant B

confidence

string

96%

lift

string

+12.4%

exposures

string

8,210

preview_url

string

https://apex-avatars-staging.s3.amazonaws.com/experiment-assets/exp_welcome/variant-b.png

experiment_url

string

/dashboard/experiments/exp_welcome

An investor or partner requested access to a portfolio.

requester_name*

string

Sequoia Capital

requester_email

string

partners@sequoia.com

portfolio_name

string

Atlas Athletics — Series B Data Room

approve_url*

string

https://app.apex.inc/portfolio/requests/req_abc/approve

reject_url

string

https://app.apex.inc/portfolio/requests/req_abc/reject

A portfolio access request was approved by the owner.

granter_name*

string

Atlas Athletics

scope

string

all workspaces

portfolio_url

string

/dashboard/portfolio

portfolio_name

string

Atlas Athletics — Series B Data Room

A portfolio access request was rejected by the owner.

granter_name*

string

Atlas Athletics

portfolio_name

string

Atlas Athletics — Series B Data Room

reason

string

Not ready to share yet — let's reconnect after our next board meeting.

A portfolio grant predates the current disclosure and needs re-approval before metrics resume.

viewer_name*

string

Sequoia Capital

disclosure_text

string

Approving shares your business performance with this organization: revenue and recurring revenue, growth, ...

granted_at

string

2026-02-14

expires_at

string

2026-08-27

review_url

string

/dashboard/settings/workspace/data-sharing

An at-risk reason appeared on this company's portfolio snapshot for the first time, so the investors with access can now see it.

reasons*

string

Revenue down 34% over the last 30 days; Net revenue retention below 100%

viewer_names

string

Northline Capital, Ridgeway Partners

viewer_count

number

2

review_url

string

/dashboard

A new workspace entered an existing all-workspaces portfolio grant and is now included in what investors see.

workspace_names*

string

Atlas Trail

viewer_names

string

Northline Capital

viewer_count

number

1

review_url

string

/dashboard/settings/workspace/data-sharing

A recipient accepted a portfolio share link.

viewer_email*

string

partners@sequoia.com

portfolio_name

string

Atlas Athletics — Series B Data Room

portfolio_url

string

/dashboard/portfolio

owner_name

string

Chris at Atlas

shared_at

string

2026-05-21T14:30:00Z

An end-user has not yet adopted a feature within its milestone gap window. Fired by the Adoption Engine evaluator (directly, never via public ingest) to enroll the user in the feature's nudge journey. Nudge journeys filter on `feature_id`.

name

string

Dana

first_name

string

Dana

feature_id*

string

reporting

feature_name

string

Reporting

nudge_url

string

/dashboard/reports

An end-user just ACHIEVED an adoption milestone (its adoptedWhen predicate became true). Fired ONCE per (end-user, milestone) by the Adoption Engine evaluator directly (never via public ingest) to enroll the user in the milestone's celebration journey. This is the presence counterpart to `adoption_gap_detected` (absence). Celebration journeys filter on `milestone_id`.

name

string

Dana

first_name

string

Dana

milestone_id*

string

mile_ran_first_report

feature_id*

string

reporting

milestone_name

string

Ran a report

celebration_url

string

/dashboard/reports

A workspace's shared-pool email sending was suspended by the circuit-breaker because its complaint/bounce rate crossed the SES limit. Drives the transactional suspension notice with the resume path (dedicated IP).

name

string

Chris

first_name

string

Chris

complaint_rate*

string

0.42%

upgrade_url

string

/dashboard/settings/workspace/deliverability

Workspace is nearing a plan limit; eligible for an upgrade nudge.

name

string

Chris

first_name

string

Chris

current_tier*

string

Starter

next_tier

string

Pro

feature_count

number

8

top_feature

string

CPWU Attribution

usage_percent

number

usage_current

number

usage_limit

number

resource_name

string

recommended_plan

string

upgrade_url

string

/dashboard/billing/upgrade

An org-pooled usage meter crossed a billing threshold (80% or 100% of the free allowance). Fires once per (org, meter, period, threshold). Drives the per-meter usage alert + 'Approaching your limit' journey.

name

string

Chris

first_name

string

Chris

billing_class*

string

communications

meter_label*

string

Messages

usage_pct*

number

100

free_limit*

number

10000

usage_current*

number

10000

period*

string

2026-06

cap_kind*

string

hard

overage_rate

number

0.0006

usage_url

string

/dashboard/settings/organization/usage

A new calendar-month billing period began; all usage meters reset to zero. Used to exit the 'Approaching your limit' journey.

name

string

Chris

first_name

string

Chris

period*

string

2026-07

usage_url

string

/dashboard/settings/organization/usage

The monthly usage statement for an org is ready — an itemized, per-meter summary of usage and estimated charges. Transparency statement, not a payment.

name

string

Chris

first_name

string

Chris

period*

string

2026-06

est_total

number

336.5

statement_url

string

/dashboard/settings/organization/usage

A few days before the period-close cron finalizes an org's usage invoice, this fires for orgs with a nonzero estimated overage that Apex can collect. Drives the pre-charge estimate email so the first invoice is never a surprise.

name

string

Chris

first_name

string

Chris

org_id*

string

org_hypernova_8f3a

org_name

string

Hypernova Inc

period*

string

2026-06

estimate_usd*

number

137

email

string

chris@hypernova.inc

An org's usage invoice exhausted Stripe's smart retries (or a net-terms invoice went past due). The org is marked delinquent; this drives the dunning notice with a link to the hosted invoice to fix payment.

name

string

Chris

first_name

string

Chris

org_id*

string

org_hypernova_8f3a

org_name

string

Hypernova Inc

amount_due_usd

number

137

hosted_invoice_url

string

https://invoice.stripe.com/i/acct_x/test_y

email

string

chris@hypernova.inc

A merchant's connected Stripe balance was insufficient to cover a scheduled partner payout. Graduated escalation (level 1/2/3) prompts the merchant to top up. Merchant-facing only — never surfaced to the partner.

name

string

Chris

first_name

string

Chris

workspace_key

string

acme-a1b2

escalation_level*

number

1

shortfall_usd*

number

240.5

next_retry_at

string

2026-07-15T02:00:00.000Z

payouts_url

string

/dashboard/settings/organization/payouts

A partner's payout transfer succeeded. Fired synchronously the instant the facilitated Stripe transfer completes, so the partner gets an immediate receipt. Merchant balance/shortfall details are never included.

name

string

Sarah

first_name

string

Sarah

amount_usd*

number

245.5

transfer_id

string

tr_1TswmU

batch_id

string

pay_9f3a

payouts_url

string

https://partners.apex.inc/account#payouts

A partner's payout could not be completed (e.g. their Stripe account is restricted). Prompts the partner to fix their payout setup. Never exposes the merchant's balance or cash position.

name

string

Sarah

first_name

string

Sarah

reason

string

Your Stripe account needs attention

payouts_url

string

https://partners.apex.inc/account#payouts

A future-dated price change was scheduled for a rate card. Drives the price-change transparency notice to every platform user. Effective dates are month-granular (takes effect the 1st of the period), so no customer is re-priced mid-cycle.

name

string

Chris

first_name

string

Chris

org_name

string

Atlas

rate_card*

string

Pay-as-you-go

effective_period*

string

2026-08

effective_label

string

August 2026

changes_summary*

string

Events: $0.00005 → $0.00006 per event

pricing_url

string

/pricing

A card-less org is approaching its free monthly allowance. Add a payment method to avoid losing dashboard access and paused sends. Fired once on the ok → approaching transition.

name

string

Chris

first_name

string

Chris

org_name

string

Atlas

usage_pct

number

80

driver_meter

string

web-measurement

billing_url

string

/dashboard/settings/organization/billing

A card-less org hit 100% of its free monthly allowance — analytics views are now locked and non-transactional sends are paused. Add a payment method to restore access instantly. Fired once on the transition into analytics_locked.

name

string

Chris

first_name

string

Chris

org_name

string

Atlas

driver_meter

string

web-measurement

billing_url

string

/dashboard/settings/organization/billing

A card-less org's billing incident cleared — a payment method was added or usage reset for the new month. Access restored; nothing more to do. Paired resolved confirmation for billing_limit_approaching / billing_limit_reached.

name

string

Chris

first_name

string

Chris

org_name

string

Atlas

billing_url

string

/dashboard/settings/organization/billing

A workspace trial is approaching expiry. Drives the trial-expiring upgrade nudge.

name

string

Chris

first_name

string

Chris

days_remaining

number

3

plan

string

Pro

value_summary

string

upgrade_url

string

/dashboard/billing/upgrade

Apex stopped receiving data from a workspace's installed snippet/SDK, or a live experiment isn't rendering. Fired once per health incident (traffic-aware) by the account-health cron.

name

string

Chris

first_name

string

Chris

workspace_name

string

Atlas — Production

issue_summary*

string

your Apex snippet stopped sending data

issue_detail

string

We haven't seen an event or heartbeat from your site in over 24 hours. If you changed your site or removed the snippet, measurement is silently paused.

diagnose_url

string

/dashboard/mobile/health

A workspace's data-integrity incident cleared — events/heartbeats are flowing again. Paired resolved confirmation for account_health_alert.

name

string

Chris

first_name

string

Chris

workspace_name

string

Atlas — Production

health_url

string

/dashboard/mobile/health

The URL-drift cron detected that a workspace's stored site URL now redirects somewhere new, which can silently break measurement. Fired once per drift incident.

name

string

Chris

first_name

string

Chris

workspace_name

string

Atlas — Production

stored_url*

string

https://atlas.example.com

suggested_url*

string

https://www.atlas.example.com

drift_url

string

/dashboard/settings/workspace/general

A tracked-URL drift cleared (the merchant accepted the new canonical, dismissed it, or the redirect went away). Paired resolved confirmation for url_drift_detected.

name

string

Chris

first_name

string

Chris

workspace_name

string

Atlas — Production

drift_url

string

/dashboard/settings/workspace/general

Apex detected a statistically anomalous shift in a tracked metric.

metric_name*

string

Google Ads CPC

scope

string

Atlas Athletics — Production

delta

string

+340% vs. 30-day average

investigate_url*

string

/dashboard/intelligence/anomalies/anom_2026_05_21

anomaly_url

string

/dashboard/intelligence/anomalies

Weekly summary digest was scheduled for delivery.

name

string

Chris

first_name

string

Chris

period*

string

May 14–20, 2026

digest_url

string

/dashboard/digest/2026-05-20

total_imports

string

4,832

active_integrations

string

3

experiments

string

2

AWS Cognito custom-message hook needs a verification-code email rendered.

code*

string

482915

code_parameter

string

{####}

A new Data Source was registered for the workspace (explicitly or lazily on first event).

source_kind*

string

website

source_id

string

ds_website

The workspace's first real event arrived — the 'Apex is live' activation moment.

platform

string

web

event_name

string

page_view

The workspace's first contact link was created — a named customer appeared in Apex (the onboarding north-star).

surface

string

web

A readiness unlock fired: required traits/events arrived and named templates became Ready to run.

unlock_id

string

unl_8f3a92

track_id

string

identity

template_count

number

3

The workspace's first belief was authored — the first-insight → first-belief handoff completed.

belief_id

string

blf_2026_06_09

source

string

first-facts

A scheduled report finished generating. Drives the agency/report-ready comm.

report_type

string

Monthly performance

report_id

string

period

string

May 2026

highlights

string

Spend down 12%, conversions up 8%.

report_url

string

/dashboard/reports/2026-05

Apex-internal signup completion event — fires when a new merchant finishes signup in the Apex dashboard. Distinct from the SDK-side `user_signed_up` event which customers fire from their own app.

name

string

Chris Caldwell

first_name

string

Chris

onboarding_url

string

/dashboard

referring_org_id

string

org_atlas_ventures

referral_source

string

portfolio_invite

A merchant started but hasn't finished onboarding. Drives the onboarding-reminder nudge.

name

string

Chris

first_name

string

Chris

steps_remaining

number

2

onboarding_url

string

/dashboard?setup=welcome

Apex closed a workspace's first loop while the operator was away — a pending onboarding unlock is waiting to be revealed. Fired once when a NEW pending unlock is created.

name

string

Chris

first_name

string

Chris

outcome

string

your first paying customer

artifact_count

number

3

reveal_url

string

/dashboard

A high-value feature has gone unused for 7 days. Drives the feature-nudge comm.

name

string

Chris

first_name

string

Chris

feature_name*

string

Experiments

cta_url

string

/dashboard/experiments

A user requested a password reset. Recipient-initiated; drives the transactional reset email.

name

string

Chris

reset_url*

string

https://app.apex.inc/auth/reset?token=rst_4f8a2b7c