Reference
Store growth
Everything on your storefront before an order exists: the tracking that captures it, the abandoned carts it produces, and what those carts tell you.
Short answer
Store growth has four screens: Website tracking (the three storefront layers and their health), Abandoned carts (captured carts and their recovery state), Insights (product and action signals) and Stock. Tracking must 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 webhook instead:
Copy the webhook URL
Find it in the third-party checkout section of Website tracking.
Paste it into your provider’s dashboard
Your checkout provider sends abandonments to that URL.
Run a test abandonment
Go through their checkout, leave before paying, and confirm the phone number reaches TopEdge.
Custom phone and OTP pages#
<input type="tel" autocomplete="tel" data-topedge-phone="true" />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 from Shopify, and you can set quantities. Spot the out-of-stock product your ads still send traffic to. |
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.