Complete feature catalog

Access and onboarding

Route	Title	Audience	Description
/login	Login	Both	Email/password authentication, Supabase session creation, password reset entry, and redirect handling for protected app routes.
/signup	Signup	Both	New-account entry point. Users can create an Apex account before creating or joining a workspace.
/verify-email	Verify email	Both	Email verification holding page after signup. It keeps unverified users out of protected workspace surfaces.
/auth/reset-password	Reset password	Both	Password update flow for users with a valid Supabase reset token.
/orgs/new	Create workspace	Admin	Creates a company or agency workspace. Agency workspaces unlock client management; company workspaces focus on one operating company.
/join	Store setup entry	Both	Signed-in users without a store resume their usable client link or ask DRIP for one.
/join/[code]	Client link	Both	Creates or signs into an account, confirms the store, collects its details, and completes the link's billing requirements.
/invitations/accept	Store invitation acceptance	Both	Accepts store-level invitations with invalid, missing, accepted, declined, and expired states.
/org-invitations/accept	Workspace invitation acceptance	Both	Accepts organization invitations and adds the user to the workspace with the invited role.

Daily operating surfaces

Route	Title	Audience	Description
/	Launchpad	Operator	Shop-level command center with readiness stage, blockers, next move, setup checks, active tests, draft tests, and recent learning proof.
/backlog	Ideas	Operator	Prioritized backlog of concepts, approved ideas, linked drafts, source snapshots, comments, archive/restore state, and create-experiment action.
/backlog/capture	Capture an idea	Operator	Captures an idea in one box, drafts its structure, and adds it to the backlog.
/pipeline/backlog?idea=<id>	Idea	Operator	Opens one idea in the backlog modal with its evidence, prioritization, comments, Research Hub snapshot, and linked experiment creation.
/experiments	Experiments	Both	Experiment inventory with status filters, launch readiness, setup progress, draft blockers, linked backlog items, and create-test entry.
/experiments/new	New experiment	Both	Creates a test with store URL, targeting, traffic allocation, schedule, goal selection, planned-test options, variants, and optional backlog linkage.
/experiments/[id]	Experiment detail	Both	Full test workspace: setup checklist, goals, variants, status actions, launch blockers, analytics, QA actions, schedule, targeting, and developer metadata.
/experiments/[id]?tab=qa	QA tab	Both	Forced preview URLs, variant verification, QA run state, screenshot evidence, and launch-readiness checks before traffic starts.
/experiments/[id]/variations/[varId]	Variation editor	Both	The deepest builder surface: preview browser, Operator chat, selector tooling, mutation authoring, code mode, workspace files, build status, preview controls, QA evidence, artifacts, and save/apply behavior.
/experiments/[id]/checkout-block (redirects to the normal test; checkout messages are authored on arms)	Retired checkout editor redirect	Developer	Redirects to the ordinary test detail page; current checkout messages are authored on test arms.
/results	Results	Operator	Readback surface for individual outcomes, imported external results, overall impact, and learnings that shape the next experiment.

Foundations

Route	Title	Audience	Description
/assets	Assets	Both	Upload and organize reference files, images, PDFs, and prompt material. Asset usage is tracked so teams know where a file is consumed.
/goals	Metrics	Both	Reusable click, pageview, custom, revenue, and Shopify-connected goals. Metrics can be primary or secondary inside tests.
/goals/new	New metric	Both	Creates success events with selectors, text match, URL patterns, event names, revenue settings, count-once behavior, and capture rules.
/goals/new/visual	Visual metric builder	Operator	Legacy visual builder redirect into the current metric creation path.
/audience	Audiences	Both	Reusable visitor groups and page groups for experiments and personalization, including page, traffic, behavior, and customer-signal rules.
/audience/new	New audience	Both	Rule-builder for URL, page, traffic source, device, behavior, Shopify/customer attributes, exact, wildcard, and regex targeting.
/signals	Signals	Operator	Visitor and storefront facts that Apex captures and reuses for audiences, feature flags, personalization, and Operator context.
/store-profile	Store profile	Operator	Brand memory and technical memory: profile facts, audit runs, evidence, storefront checks, findings, learning runs, and brand guideline presets.
/pages	Pages	Both	Legacy page targeting redirect. Current targeting is handled by audiences and segment rules while runtime still supports URL patterns.
/pages/new	New page	Both	Legacy new-page targeting redirect into the current audience and segment creation flow.

Analytics

Route	Title	Audience	Description
/analytics	Analytics overview	Operator	Top-level analytics tabs for overview, acquisition, behavior, funnels, traffic, visitors, realtime, ecommerce, quality, and experiment performance.
/analytics/audience	Audience analytics	Operator	Audience composition, visitor segments, and time-windowed audience behavior.
/analytics/traffic	Traffic sources	Operator	Traffic source, campaign, and acquisition quality breakdowns across 7, 30, and 90 day windows.
/analytics/visitors	Visitor explorer	Operator	Visitor records, sessions, identifiers, and event trails for debugging individual journeys.
/analytics/realtime	Realtime analytics	Both	Live event console for verifying install health, pageview flow, custom events, and QA traffic.
/analytics/funnels	Funnels	Operator	Full-funnel analysis with breakdowns, detected pages, saved funnels, run endpoint, and conversion-path summaries.
/analytics/funnels/new	Funnel builder	Operator	Builds funnels from detected URLs, custom steps, saved funnel definitions, and run-now analysis.
/analytics/flow	Flow	Operator	Path-flow view for entry pages, exit pages, movement between URLs, and behavioral drop-off patterns.

Advanced product surfaces

Route	Title	Audience	Description
/landing-pages	Landing pages	Operator	Pages built in a workspace checkout and deployed with apex landing-pages deploy, listed with format, versions, publish state, and live address.
/landing-pages/new	New landing page	Operator	Redirects to /landing-pages with a notice that pages are deployed with the CLI.
/landing-pages/[id]	Landing page	Operator	Read view: versions with QA state and previews, publish state and live address, experiments that use the page, unpublish and archive.
/landing-pages/[id]/qa	Landing page QA	Operator	Version-level preview links, QR codes, QA runs, approval state, and launch gating for landing pages.
/flags	Feature flags	Developer	Runtime toggles with status, rollout percentage, source experiment, delivery type, targeting, typed values, and archive/pause/activate actions.
/flags/new	New feature flag	Developer	Creates native Apex flags that SDK callers can evaluate and dashboards can toggle.
/flags/[id]	Feature flag detail	Developer	Off/on variants, targeting, decision debugger, payload value, typed values, rollout control, source experiment, and lifecycle metadata.
/personalization	Personalization	Both	Signal targeting, surfaces, priority, runtime status, rollout, and inventory of personalized experiences.
/personalization/new	New personalization	Both	Creates signal-driven storefront experiences with matching rules and structured experience payloads.
/personalization/[id]	Personalization detail	Both	Experience payloads, targeting, ordered rules, decision debugger, safe rollout, source, and lifecycle metadata.

Installation and runtime administration

Route	Title	Audience	Description
/settings/installation	Store connection	Admin	Shopify connection state, app embed instructions, manual snippet, install verification, snippet settings, and setup flow.
/settings/developers?tab=script	Script and runtime	Developer	Manual script install (paste, open site, verify), the 13 groups of runtime controls with Save and publish, and the external pixel. Consent settings live in Integrations.
/settings/developers?tab=edge	Edge routing	Developer	DNS proxy mode in five steps: live address, origin, DNS records, the DNS and SSL checks, and go-live.
Legacy: /installation/* redirects to /settings/installation/*	Redirect	Admin/Developer	Old /installation routes now redirect to the /settings/installation tree to keep existing links working.
/settings/developers?tab=inspector	Inspector	Developer	Snippet size, size over the wire, experiments in the payload, edge cache lifetime, and payload composition.
Legacy: /settings/installation/{manual,runtime,edge-routing,snippet-size}	Redirect	Developer	308 to the matching Developers tab.
/settings/test-rules	Test rules	Admin	Shop-wide auto-pause defaults, sequential significance settings, fixed-horizon planned test options, minimum runtime, and per-test override model.
/settings/integrations	Profit analysis	Admin	Shopify integration and reconnect flow for order, product, inventory, cost, reconciliation, and profit-analysis scopes.

Workspace, team, and support

Route	Title	Audience	Description
/clients	Clients	Admin	Agency-workspace client list. Switch into a client workspace before working on that store’s tests and profiles.
/settings/team	Store team or agency team	Admin	Team members, store invitations, workspace members, roles, and invite management. Content changes by workspace type.
/settings/store	Store and workspace settings	Admin	Workspace name, slug, type, ownership, and organization-level settings.
/org/members	Workspace members	Admin	Organization-level membership list and role management for workspace admins and owners.
/settings/account	Account	Both	User display name and image shown across Apex comments, ownership, and team surfaces.
/settings/developers	Developers	Developer	Five tabs: keys and webhooks, script and runtime, edge routing, inspector, IDs and references. API keys (publishable, test secret, live secret) show their secret once. Webhooks are added and edited in a dialog with the events, the signing secret and the recent deliveries.
Legacy: /webhooks, /webhooks/new, /webhooks/[id]	Redirect	Developer	308 to the Keys and webhooks tab; a webhook id opens its edit dialog.
/experiments/[id]/variations/[varId] logs overlay	Operator logs	Both	Review persisted Operator runs, chat transcripts, tool/event timelines, artifacts, statuses, filters, and failure states inside the variation editor.
/help	Help	Both	In-app resources, workflow links, FAQs, setup guidance, API docs link, and practical troubleshooting entry points.

Internal and brand surfaces

Route	Title	Audience	Description
/docs	Documentation	Both	The complete Apex documentation system: quickstart, product shots, operating workflow, feature manuals, route catalog, API surface map, data model map, endpoint reference, and troubleshooting.
/brand	Brand book	Both	Public Apex brand book surface and visual system reference.
/brand-guidelines	Brand guidelines redirect	Both	Redirects to the current brand documentation surface.