The Apex Spec

User added a product to their cart.

product_id*

string

prod_atlas_runner_blue_42

value

number

129.99

currency

string

USD

quantity

number

1

cart_id

string

cart_9f2e1a

User removed a product from their cart.

product_id*

string

prod_atlas_runner_blue_42

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

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

value

number

129.99

currency

string

USD

User began the checkout flow.

value

number

259.98

currency

string

USD

item_count

number

2

cart_id

string

cart_9f2e1a

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

transaction_id

string

txn_stripe_3PqXyZ

items

array

is_restored

boolean

false

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

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

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.

App was reinstalled within the reinstall window.

No payload fields required.

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

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

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 reached statistical significance.

experiment_name*

string

Homepage CTA Copy Test

winning_arm

string

Start Free

lift

string

18.3%

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

97.2%

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

experiment_url

string

/dashboard/experiments/exp_homepage_cta

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 projects

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 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

A user unlocked a new capability badge (e.g. connecting multiple integrations).

badge_name*

string

Multi-Source

category

string

observe

impact_message

string

Cross-reference traffic, pipeline, and revenue.

total_badges

number

5

next_badge

string

Full Spectrum

growth_journey_url

string

/dashboard/engagement

User's engagement score crossed into a new level tier.

name

string

Chris

level*

string

Strategist

previous_level

string

Analyst

score

number

42

growth_journey_url

string

/dashboard/engagement

Engagement engine scheduled a contextual nudge for the user.

name

string

Chris

nudge_body*

string

You haven't run an experiment in two weeks — your last winner is starting to drift.

nudge_url

string

/dashboard/experiments

Engagement engine scheduled the next step of a drip sequence.

step_label*

string

Day 3 — add a second data source

step_body

string

Most teams see attribution clarity jump when they connect a CRM in addition to ads.

step_url

string

/dashboard/integrations

A workspace upgraded to a higher plan.

name

string

Chris

from_plan*

string

Starter

to_plan*

string

Pro

dashboard_url

string

/dashboard

A workspace moved to a lower plan tier.

name

string

Chris

from_plan*

string

Pro

to_plan*

string

Starter

dashboard_url

string

/dashboard

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

name

string

Chris

current_tier*

string

Starter

next_tier

string

Pro

feature_count

number

8

top_feature

string

CPWU Attribution

upgrade_url

string

/dashboard/billing/upgrade

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

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

{####}

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

onboarding_url

string

/onboarding