Store growth
Everything that happens on your storefront before an order exists: the tracking that captures it, the abandoned carts it produces, and what those carts tell you.
Store growth has four screens: Website tracking (install and health of the three storefront layers), Abandoned carts (captured carts and their recovery state), Insights (product and action signals) and Stock. Tracking has to be green before any cart arrives with a phone number.
Website tracking
| Layer | What it does | Installed by |
|---|---|---|
| Theme app embed | Storefront page and product-view events. | One-click install, then enable the embed in the theme editor. |
| Web pixel extension | Cart and browse events through Shopify’s pixel framework. | One-click install. |
| Checkout extension | Captures the phone number entered at Shopify native checkout. | One-click install. |
Third-party checkout
One-page and COD-optimised checkouts replace Shopify’s native checkout, so the checkout extension never runs. Use the third-party checkout section to copy a webhook URL into your provider’s dashboard, then run a test abandonment through their flow and confirm the phone reaches TopEdge.
Custom phone and OTP pages
<input type="tel" autocomplete="tel" data-topedge-phone="true" />A hand-built login or OTP step is not detected automatically. Either attribute is enough to make it readable.
Abandoned carts
| Column | What it means |
|---|---|
| Phone or email | Required for recovery. Blank means capture failed, not that recovery is broken. |
| Cart value | What they left behind. Useful as a journey filter. |
| Recovery ticks | Which messages in the ladder have been sent — 1, 2, 3. |
| Recovered | An order was completed after abandonment, with revenue attributed. |
| Open in Shopify | Jumps to the checkout or customer in Shopify admin. |
Insights and Stock
| Screen | What it gives you |
|---|---|
| Insights | Product-level signals — what is viewed, added and abandoned most — plus suggested actions. |
| Stock | Inventory levels pulled from Shopify, with the ability to set quantities. Useful for spotting the out-of-stock product your ads are still driving traffic to. |
- Abandoned cart recovery — Turning carts into messages.
- Connect Shopify — The permissions tracking needs.
- Tracking pixel feature page — What it looks like in the product.
Frequently asked questions
Why do my abandoned carts have no phone number?
The customer left before reaching a step that collects one, or the checkout extension is not capturing. Adding to cart alone never yields a phone number. On a third-party checkout you need the partner webhook instead, since Shopify checkout extensions do not run there.
Does website tracking slow down my storefront?
It installs through Shopify’s app embed and web pixel frameworks, which load asynchronously outside your theme’s critical path. Nothing is written into theme files, so removing it is a toggle in the theme editor rather than a code cleanup.
Updated 2026-10-04