Beliefs, scoring models, experiment ledger, and the Growth Journey: all versioned, auditable, and compounding. When your VP Growth leaves, their knowledge stays.
Belief graph · live
Beliefs
“Enterprise demos convert at 3x self-serve.”
85%Confidence history
6 snapshots
“LinkedIn ads outperform Meta for B2B SaaS.”
72%“High-anchor pricing tier lifts mid-tier conversion.”
91%Scoring
Scoring model · v3
Weights
v3 → v3.1
3 variables retuned
Drift score
42 → 8
Back in healthy band
Lift
+4.2%
Rescored cohort accuracy
The Ledger
525+ tests shipped. Zero lost to memory. Every experiment gets a permanent entry. Promoted winners leave a trail of beliefs updated. Losers leave context for the next hypothesis.
Decision ledger
Every experiment, forever
exp-523Landing page hero · v3 benefits-first
3 beliefs updated·Benefits-first copy lifts signup 22%
exp-518Email subject · urgency vs. curiosity
1 belief updated·Curiosity lost to urgency by 14% (but lower open quality)
exp-511Pricing card ordering (4 variants)
2 beliefs updated·No significance after 21 days; effect too small to detect
exp-502Demo CTA placement on pricing page
1 belief updated·Above-fold CTA +18% demo requests
exp-494Sign-up friction · remove company field
4 beliefs updated·Fewer fields = +34% completion, quality unchanged
exp-481Trial length · 14 vs 30 days
1 belief updated·Activation timing matters more than trial length
exp-467Social proof badge above fold
2 beliefs updated·Customer logos slowed perceived trust for enterprise
exp-450Onboarding checklist v2 · 3-step
2 beliefs updated·3-step checklist + email reminders → +41% activation
exp-428Referral incentive · cash vs credit
1 belief updated·Account credit outperforms cash by 2.3x for referrer
exp-410Product tour · auto-start on first login
No beliefs changed·Users skipped tour at 67%, no activation lift
Losers leave context for the next hypothesis. Losers are learning too.
Growth Journey
Growth Journey
Current level
Architect
9 points to Apex
Recent unlocks
Multi-Source
3+ integrations connected
First Experiment
Your first test went live
Scoring Architect
Custom model configured
Full Spectrum
4 / 5Connect an integration in every category (payments missing).
Proactive Insights
Apex continuously scans your data and surfaces what actually needs your attention: drift, experiments ready to ship, data gaps, cascading belief updates. Each insight comes with a one-click action.
Insights feed
Ranked by severity and recency
Score drift detected · 3 variables below threshold
Your ICP scoring model stopped tracking outcomes well over the past two weeks. Company size, pipeline stage, and demo attendance are the main drivers.
Experiment ready to graduate · 2x uplift, 97% confidence
Homepage hero v3 has outperformed control for 12 consecutive days. Sequential test confirms significance. Promote to ship permanently.
No conversion events from /pricing in the last 7 days
The pricing page is receiving traffic but no goals are firing. Either the tracking changed or a page update broke the form selector.
ICP weighting update affects CAC · belief chain triggered
A recent scoring model change cascaded through 3 downstream beliefs. Review the lineage to decide whether the cascade is intentional.
Metric shifts
Week-over-week anomalies
Goal pacing
Projected vs. target
Correlation hints
Connected belief updates
Compounding Moat
Institutional intelligence over time
24 months
After 24 months
Apex teams know 340+ beliefs
Per compounded experiment
Their competitors
Start over every quarter
Knowledge dies with the team
A new category
The category didn’t exist before. Teams improvised with docs, wikis, and dashboards. Here’s what each approach actually preserves, and what Apex adds.
Capability
What a growth team actually needs its memory to do.
Spreadsheets + Notion
Where most teams actually keep their growth memory
BI dashboards
Looker, Tableau, Mode, Metabase: the reactive stack
Apex
Beliefs, experiments, ledger, scoring, Growth Journey in one system
Beliefs written down
In someone's personal doc
Not part of the model
First-class primitive
Tied to experiments
Manually, if anyone remembers
No experiment primitive
Every test updates beliefs
Updated with new data
Only when someone looks
Charts refresh hourly
Confidence adjusts automatically
Audited over time
Lives in a Notion graveyard
Query history, not reasoning
Full ledger, forever
Survives team turnover
Dies with the person
Dashboards stay, context leaves
Your institutional memory, in code
The verdict
Knowledge exists. It just doesn't persist.
Shows you the numbers. Can't tell you what to believe.
The system that thinks, not just the system that reports.
Beliefs written down
Spreadsheets + Notion
In someone's personal doc
BI dashboards
Not part of the model
Apex
First-class primitive
Tied to experiments
Spreadsheets + Notion
Manually, if anyone remembers
BI dashboards
No experiment primitive
Apex
Every test updates beliefs
Updated with new data
Spreadsheets + Notion
Only when someone looks
BI dashboards
Charts refresh hourly
Apex
Confidence adjusts automatically
Audited over time
Spreadsheets + Notion
Lives in a Notion graveyard
BI dashboards
Query history, not reasoning
Apex
Full ledger, forever
Survives team turnover
Spreadsheets + Notion
Dies with the person
BI dashboards
Dashboards stay, context leaves
Apex
Your institutional memory, in code
The verdict
The system that thinks, not just the system that reports.
Get started
Intelligence compounds with every experiment you run. The sooner the graph starts, the sooner your next decision is informed by the last one.
Step 1
Drop the snippet
One tag in your <head>, or npm for SPAs. Events start flowing immediately, no configuration required.
Step 2
Beliefs form as data arrives
The first few weeks of data auto-generate starter beliefs. You review, approve, and extend them. Each experiment adds more.
Step 3
Every cycle makes the next one smarter
Scoring models self-correct. Insights queue up. The Growth Journey levels up with your team. Institutional memory, in code.
Beliefs you wrote in year one still inform decisions in year five. Scoring models from two sprints ago keep self-correcting today. The ledger never forgets an experiment, or the hypothesis behind it.
No credit card required · Install in minutes · Beliefs start forming day 1