Every touchpoint.
One Apex Profile.
Web visits, ad clicks, app installs, emails, deep links, purchases. Apex connects them into one profile and turns signals into growth.
Apex Profile
Install Attribution
Know exactly which campaign drove every install.
Click-through and view-through attribution with configurable windows per channel ships today. Server-to-server postbacks to Meta Conversions API and Google Ads — closing the optimisation loop — are on the near-term roadmap. Deterministic matching by click ID with probabilistic fallback for organic-to-paid stitching is live, so every install resolves to a source today.
- Meta CAPI and Google Ads S2S postbacks are on the near-term roadmap. The OAuth + ad-account selection ships today; the outbound delivery ships as a flip-the-switch upgrade.
- Real-time install-to-click matching with configurable windows per channel, so a 7-day click on a 1-day channel doesn’t count.
- Affiliate and partner link attribution on the same engine: one system for paid, organic, and partner installs.
1,247
Installs today
$1.83
CPI
94.2%
Match rate
Attribution chain
Ad impression
2:14 PMInstagram Stories · "Download our app"
Ad click → App Store
2:14 PMfbclid captured for deterministic matching
App install confirmed
2:16 PMMatched via fbclid within 7-day attribution window
Optimization loop (roadmap)
2:16 PMPlanned: server postback to Meta CAPI so bidding learns from attributed installs
Deep Linking
Every link lands in the right place.
Create smart links that route users to the exact in-app content, whether the app is installed or not. Deferred deep linking remembers the destination through the App Store install, so the user who clicked “open discount” on Facebook actually lands on the discount screen, not the app home.
- Direct and deferred deep links in one link object. Installed users land in the app; new users land there after they install.
- Custom branded short links (link.apex.inc/your-campaign) with affiliate and partner tracking on the same link.
- Universal Links (iOS) and App Links (Android) config handled for you: no plist wrestling, no assetlinks.json surprises.
Link Builder
link.apex.inc/your-campaignBehavior: Opens app or routes through App Store with deferred deep link
SKAN 4.0 — preview
Maximize iOS intelligence within Apple's privacy framework.
Visual SKAN conversion-value schema editor and server-side postback aggregation are on the near-term roadmap. Today the Apex Mobile SDK exposes Apple's SKAdNetwork APIs through a thin wrapper (fine 0-63, optional coarse low/medium/high) so your app can call updateConversionValue directly. Once the dashboard side ships, you stop mapping values by hand in a spreadsheet and Apex manages the three postback windows plus null-CV modelling.
- Near-term roadmap: visual schema builder for fine + coarse SKAN values with event-to-bucket mapping in the dashboard.
- Near-term roadmap: postback-window management and null-conversion modelling so iOS reporting matches what Apple sends.
- Today: Apex Mobile SDK (Capacitor + native bridges) exposes SKAdNetwork APIs so your app can set conversion values; wire-up steps are in the measurement wizard.
SKAN 4.0 conversion value schema (preview)
Illustrative UI — the drag-and-drop schema editor and server-side postback aggregation ship on the near-term roadmap. Today the SDK exposes fine/coarse values from your app.
Value 12
First purchase $10-50
The Apex Profile
One user. Every surface. One Apex Profile.
An Apex Profile is a unified identity that spans web visits, ad clicks, app events, and email engagement. No standalone MMP can build this; they only see mobile. Watch how Sarah’s profile comes together.
Visits your website
Sarah reads your blog post on running techniques. Apex assigns visitor ID apex_vid_7f3a.
ID
apex_vid_7f3a
Browses pricing page
Returns next day via Google search. Same visitor ID, session stitched.
ID
apex_vid_7f3a
Clicks a Meta ad
Sees your Instagram ad. Clicks through to the App Store. fbclid captured.
ID
fbclid_x92k
Installs the app
Apex SDK captures device ID and install referrer. Attributed to Meta campaign.
ID
device_iph15_m8n2
Creates an account
Registers as sarah@example.com. Deterministic match: web visitor + app user linked.
ID
sarah@example.com
Identity stitched: web visitor and app user merged into the same Apex Profile
Opens onboarding email
Apex sends Day 1 onboarding sequence. Sarah opens it and clicks the deep link.
ID
sarah@example.com
Completes first workout
Deep link from email → in-app workout screen. Cross-platform conversion tracked.
ID
user_id_4821
Apex Profile created
7 touchpoints across 3 surfaces. One identity. One place to see it all. No other tool can build this.
ID
Sarah Chen
All identifiers resolved into one Apex Profile: web, app, email, and ad touchpoints connected
Apex Profile
Sarah Chen
7 touchpoints · 4 days · 3 surfaces · 1 profile
Touchpoints
7
across web, app, email
First seen
Blog visit
Monday via SEO
Converted
App install
Wednesday via Meta
Activated
First workout
Thursday via email deep link
Cross-Platform Experiments
Test on web. Measure on mobile. Ship what works.
A real example: your landing page isn’t converting visitors into app installs. Here’s how Apex finds the answer and makes it permanent.
Hypothesis
“Adding social proof to our landing page will increase app installs.”
Install rate
3.2%
Surface
Web page
Goal
App install
Cross-platform: Web page change, mobile conversion. A standalone MMP can’t run this.
Fraud Detection — Preview
Every install scanned. Every signal transparent.
The rule library that powers this (CTIT anomalies, device-farm detection, click flood, geo mismatch) ships today. The wired-up dashboard surface below is a near-term roadmap preview — click any sample install to see what the live verdicts will look like when the rules are wired into the live attribution path. No black boxes, no hidden algorithms.
Live install feed
inst_7f3aCLEANAll signals pass. Legitimate install.
CTIT
47 min
Fraud signal analysis
CTIT
47 min, within normal range
Geo match
Click: US → Install: US
Device
First install from this device
SDK
Valid SDK signature
Source
Meta Ads
Device
iPhone 15, iOS 18.2
Location
United States
Incrementality Testing
Would those installs have happened anyway?
The question every growth team asks but most MMPs can’t answer. Apex runs holdout experiments on your ad spend to measure true incremental lift (not just attributed volume) and ships the answer as another entry in the same belief graph running your web tests.
holdout_experiment_meta_q2Holdout · no ads
5,000 users saw no ads
3,100 installs without any ad exposure
Exposed · saw ads
45,000 users saw Meta Ads ads
9,800 installs (12,400 attributed by MMP)
True incremental lift
+62%
7,688 truly incremental installs
Would-have-happened anyway
38%
of attributed installs were organic
True CPI
$5.46
vs $3.39 attributed CPI
Apex recommendation
Scale budget. Strong incremental signal. Consider shifting Display budget to Stories where lift is highest.
Mobile-Triggered Communications
Turn installs into engagement with automated sequences.
User installs from a Meta campaign but doesn’t register within 24 hours? Send an onboarding email with a deep link back to the app. A/B test different onboarding sequences for users from different acquisition channels. MMPs don’t send emails; Apex does, and A/B tests them on the same Thompson bandit as every other test on the platform.
- Trigger email sequences from mobile events: “installed but didn’t register in 24h,” “purchased but hasn’t opened in 7d.”
- Different sequences per attribution source, so the Meta-sourced user gets a different onboarding than the organic-discovery user.
- Deep links in every email route straight back to the right in-app screen. The send, the click, and the in-app outcome all tie back to one experiment.
install_no_registration_24hApp install detected
T+0Meta Ads · summer_2026 campaign
Wait condition: 24 hours
T+24hCheck for registration event
A/B split · 50/50
T+24hTesting subject line variants
Onboarding email sent
T+24hIncludes deep link → app://onboarding/step2
Registration completed
T+25hGoal achieved · sequence stopped
n/a
Emails sent
n/a
Deep link clicks
n/a
Goals completed
Growth Intelligence
The system learns. It doesn't just report.
Mobile attribution data feeds the belief graph, auto-generating testable hypotheses from install patterns, channel performance, and cross-platform behavior. Confidence updates as more data arrives. After six months, Apex knows things about your growth that no dashboard could show you.
Belief Graph · live assumption map
Why Apex
One system that does what four tools can’t.
Standalone MMPs measure installs. That’s where they stop. Here’s what happens when you try to actually grow.
“Can I test a web landing page change and measure app installs?”
With a standalone MMP
Create A/B test on web landing page
MMP has no web SDK; buy Optimizely ($36K/yr)
Track installs from each variant
Stitch Optimizely IDs to MMP IDs manually
Calculate statistical significance
Export to spreadsheet, run your own stats
Promote winning variant
Redeploy web page, update Optimizely
Record what you learned
No system of record; lives in someone's head
4 tools, manual stitching, no learning system
With Apex
Create experiment in Apex
Web + mobile in one test, one click
Apex splits traffic on your landing page
Built-in web SDK handles variants
Installs auto-attributed to variants
Cross-platform identity stitches web → app
Sequential testing, significance in real time
Peeking-safe stats, no spreadsheets
One click to promote winner
Live for all visitors instantly
Belief graph updated permanently
Insight compounds with every future test
One platform, zero manual work, permanent insight
Standalone MMP
4 toolsApex
1 toolCreate A/B test on web landing page
Create experiment in Apex
Track installs from each variant
Apex splits traffic on your landing page
Calculate statistical significance
Installs auto-attributed to variants
Promote winning variant
Sequential testing, significance in real time
Record what you learned
One click to promote winner
can’t
Belief graph updated permanently
4 tools, manual stitching, no learning system
One platform, zero manual work, permanent insight
Get Started
Integrate however you build.
Native, hybrid, cross-platform, or server-side: pick your path and start measuring in minutes. Every integration feeds the same attribution engine, experiment system, and belief graph.
For Ionic and Capacitor apps. The Apex JS SDK runs inside the WebView while native bridges handle IDFA, GAID, install referrer, and SKAN automatically.
Install the SDK
Configure postbacks
Copy your Meta and Google Ads postback URLs from the Apex dashboard into your ad platform settings. Server-to-server, no extra code.
Start measuring
Installs, attribution, cross-platform journeys, experiments, and intelligence all flowing through the same system as your web data.
1import { ApexCapacitor } from '@apex-inc/capacitor';2import Apex from '@apex-inc/sdk';34Apex.init({ projectKey: 'YOUR_KEY' });5await ApexCapacitor.initialize({ projectKey: 'YOUR_KEY' });67// Request ATT on iOS8const { status } = await ApexCapacitor.requestTrackingAuthorization();910// Track events; attribution happens automatically.11Apex.track('purchase', { amount: 49.99, currency: 'USD' });