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.
/shops/new	Create store	Admin	Creates a shop under the active workspace, stores domain/name, and initializes the worker URL used by runtime config.
/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/new	New backlog item	Operator	Captures test, price, shipping, or landing-page concepts with evidence, target surface, and handoff context.
/backlog/[id]	Concept detail	Operator	Shapes the idea, evidence, prioritization, comments, Research Hub snapshot, Codex handoff, and linked experiment creation.
/tests	Experiments	Both	Experiment inventory with status filters, launch readiness, setup progress, draft blockers, linked backlog items, and create-test entry.
/tests/new	New experiment	Both	Creates a test with store URL, targeting, traffic allocation, schedule, goal selection, planned-test options, variants, and optional backlog linkage.
/tests/[id]	Experiment detail	Both	Full test workspace: setup checklist, goals, variants, status actions, launch blockers, analytics, QA actions, schedule, targeting, and developer metadata.
/tests/[id]?tab=qa	QA tab	Both	Forced preview URLs, variant verification, QA run state, screenshot evidence, and launch-readiness checks before traffic starts.
/tests/[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.
/tests/[id]/checkout-block	Checkout block experiment	Developer	Configures Shopify checkout-block experiment payloads and preview state for checkout-adjacent testing.
/test-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	Typed editorial pages with current version, QA state, publish target, live URL, immutable bundles, previews, and Operator edits.
/landing-pages/new	New landing page	Operator	Starts from typed templates, initial content blocks, page type, publish mode, and Operator-adjustable block structure.
/landing-pages/[id]	Landing page editor	Operator	Apex Operator edits page blocks, renders versions, previews static pages, launches immutable R2 bundles, and manages publish state.
/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
/installation	Store connection	Admin	Shopify connection state, app embed instructions, manual snippet, install verification, snippet settings, and setup flow.
/installation/manual	Manual script install	Developer	Copy-paste script install for non-Shopify stores: paste script, open site, verify events.
/installation/runtime	Runtime controls	Admin	Shop runtime settings for flicker behavior, consent behavior, debug mode, and QA cookies.
/installation/edge-routing	Edge routing	Developer	DNS, origin, custom hostname, SSL, fallback origin, and Worker-edge routing setup for custom domains.
/installation/snippet-size	Snippet inspector	Developer	Analyzes tracking snippet size, compression, payload composition, and runtime budget.
/settings/guardrails	Experiment guardrails	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.
/team	Store team or agency team	Admin	Team members, store invitations, workspace members, roles, and invite management. Content changes by workspace type.
/org/settings	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.
/account	Profile	Both	User display name and image shown across Apex comments, ownership, and team surfaces.
/api-keys	API keys	Developer	Creates and manages publishable, test secret, and live secret API keys. Secrets are shown once, with permissions and expiration presets.
/webhooks	Webhooks	Developer	Webhook inventory, event subscriptions, endpoint status, delivery attempts, and create/detail routes.
/webhooks/new	New webhook	Developer	Configures endpoint URL, subscribed event types, and active state. The webhook secret is created with the endpoint.
/webhooks/[id]	Webhook detail	Developer	Shows endpoint configuration, delivery history, response status, retry/debug data, and active state.
/tests/[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.