# SmashPops: pricing, features and plan guide
A seasonal scratch card can collect an email, reveal a prize and prevent the same address from entering another promotion. The rules for displaying the card and awarding the prize are set independently.
- Page: https://popuppapa.com/reviews/smashpops/
- Published: 2026-11-05; updated: 2026-11-05
- Official website: https://www.smashpops.com/
- **Who is this app for?** Stores running prize campaigns that need to limit how often one email address can win.
- **Main advantage:** Six games share controls for coupon offers, eligibility and repeat participation.
- **Main limitation:** The repeat-display setting and the repeat-email rule are separate. A shopper may see a game again but be ineligible to enter with the same address.
## Pricing and plans
Basic covers 5,000 displays for $9 a month. Free includes the game mechanics and 100 displays, enough to try the reward and signup experience on a single page. A returning visitor who sees the game again can consume another display.
Shopify lists monthly prices in USD. The dashboard counts displays across games. The vendor offers larger allowances by enquiry.
**Why Basic is a Papa pick:** Basic covers 5,000 displays for $9 a month. Free includes the game mechanics and 100 displays, enough to try the reward and signup experience on a single page.
| Plan | Price | Limits | What changes |
| --- | --- | --- | --- |
| Free | Free | 100 monthly popup displays | Build games and try their targeting and unique coupons. |
| Basic (Papa pick) | $9.00/mo | 5,000 monthly popup displays | Run games for up to 5,000 displays. |
| Enterprise | $24.00/mo | 20,000 monthly popup displays | Raise monthly capacity to 20,000 displays. |
| Business | $49.00/mo | 50,000 monthly popup displays | Allow 50,000 game displays a month. |
Sources:
- [Shopify App Store](https://apps.shopify.com/smashpops), checked 2026-11-05
## Features and plan access
In our storefront test, scratching the ticket revealed the configured code. Entering the same address again produced a duplicate-email message. Each reward has a label, a code and a weight. Changing the label alone will not create the corresponding Shopify discount. Use an existing Shopify code or configure automatic generation before launching.
For a series of seasonal promotions, choose whether one email can play repeatedly, once in each game or once across all games. Then set how often returning visitors see the invitation and whether it stays visible after participation.
| Feature | How it works | Subfeatures | Plan | Evidence |
| --- | --- | --- | --- | --- |
| Page targeting | Include or exclude page paths for a campaign. | | Free and paid Shopify plans | [Frequently asked questions](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05 |
| Geo targeting | Select countries eligible for the game. | | Free and paid Shopify plans | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Device targeting | Choose desktop, tablet or mobile. | | Free and paid Shopify plans | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Audience targeting | Filter by visit history, referrer or Klaviyo visitor identification. | New/returning visitors · Referrer targeting | Free and paid Shopify plans | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Behavior triggers | Show a game on exit, after a delay or at a chosen scroll depth. | Time delay · Exit intent · Scroll trigger | Free and paid Shopify plans | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Click trigger | Start a game when a visitor clicks a selected page element. | | Free and paid Shopify plans | [Frequently asked questions](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05 |
Sources:
- [Shopify App Store](https://apps.shopify.com/smashpops), checked 2026-11-05
## Formats & content
The teaser opens a game, and the reminder bar displays its reward. Support for a separate information-only popup is unconfirmed. The teaser brings a visitor back to the game. A coupon reminder can remain visible after the reward is revealed. Match the format to the message: a persistent notice, an edge-of-page promotion and a central popup occupy different amounts of attention. Display conditions and billing limits still matter when a campaign contains no signup form.
| Feature | How it works in SmashPops | Subfeatures | Evidence |
| --- | --- | --- | --- |
| Promo bars (+0.91) | Show a reminder bar for the coupon. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Teasers (+0.91) | Show a small tab that opens the game. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
1.82 / 10 points · 8.18 points unearned. Message (0.91) · Flyby / slide-in (0.91) · Content carousel (0.91).
Sources:
- [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05
## Forms
SmashPops’s form controls include email capture, SMS capture, and validation. Limit repeat entries by email within one game or across all games. The vendor also describes filtering junk addresses. Collect the player’s email before revealing the scratch reward. The useful distinction is between collecting a contact and qualifying it: extra questions, consent and the next step after submission shape the signup flow. Phone-number collection and permission to send marketing messages are separate requirements.
| Feature | How it works in SmashPops | Subfeatures | Evidence |
| --- | --- | --- | --- |
| Email capture (+1) | Collect the player’s email before revealing the scratch reward. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| SMS capture (+1) | Capture SMS leads with a game form. | | [Smashpops](https://apps.shopify.com/smashpops), checked 2026-11-05 |
| Validation (+0.2) | Limit repeat entries by email within one game or across all games. The vendor also describes filtering junk addresses. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
2.2 / 14 points · 11.8 points unearned. Phone field (1) · Single choice (1) · Multiple choice (1).
Sources:
- [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05
- [Smashpops](https://apps.shopify.com/smashpops), checked 2026-11-05
## Surveys
SmashPops has no confirmed capabilities in this section in the current review. Choose the response format around the question you want to answer. A recommendation score, a satisfaction rating and a quiz outcome serve different purposes; support for one does not imply the others or an automatic report.
No confirmed capabilities in this section.
0 / 5 points · 5 points unearned. Numeric rating (0.84) · NPS (0.84) · Star rating (0.83).
## Gamification
SmashPops’s game formats include spin the wheel, slot machine, claw machine, scratch card, and pick a gift. Offer a spin wheel from the game gallery. Offer a slot-machine game. The game is the way an offer is revealed; prize configuration and the signup flow determine what the visitor actually receives. Compare the available formats, reward controls and repeat-play rules before choosing a mechanic for a promotion.
| Feature | How it works in SmashPops | Subfeatures | Evidence |
| --- | --- | --- | --- |
| Spin the wheel (+0.84) | Offer a spin wheel from the game gallery. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Slot machine (+0.84) | Offer a slot-machine game. | | [Smashpops](https://apps.shopify.com/smashpops), checked 2026-11-05 |
| Claw machine (+0.83) | Choose the claw-machine template. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Scratch card (+0.83) | Use a scratch ticket with distinct play and win screens. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Pick a gift (+0.83) | Let a visitor pick a gift. | | [Smashpops](https://apps.shopify.com/smashpops), checked 2026-11-05 |
| Pick a card (+0.83) | Offer the Card Dance game from the template gallery. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
5 / 5 points · 0 points unearned. All available points earned in this section.
Sources:
- [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05
- [Smashpops](https://apps.shopify.com/smashpops), checked 2026-11-05
## Targeting
SmashPops’s audience and display controls include page targeting, geo targeting, device targeting, audience targeting, and behavior triggers. Filter by visit history, referrer or Klaviyo visitor identification. Show a game on exit, after a delay or at a chosen scroll depth.
| Feature | How it works in SmashPops | Subfeatures | Evidence |
| --- | --- | --- | --- |
| Page targeting (+1.34) | Include or exclude page paths for a campaign. | | [Frequently asked questions](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05 |
| Geo targeting (+1.34) | Select countries eligible for the game. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Device targeting (+1.34) | Choose desktop, tablet or mobile. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Audience targeting (+0.45) | Filter by visit history, referrer or Klaviyo visitor identification. | New/returning visitors · Referrer targeting | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Behavior triggers (+0.68) | Show a game on exit, after a delay or at a chosen scroll depth. | Time delay · Exit intent · Scroll trigger | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Click trigger (+1.33) | Start a game when a visitor clicks a selected page element. | | [Frequently asked questions](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05 |
| Scheduling (+1.33) | Schedule when a game should run. | | [Frequently asked questions](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05 |
| Frequency cap (+1.33) | Choose a repeat interval, a maximum display count or continued display after play. | | [Frequently asked questions](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05 |
9.14 / 12 points · 2.86 points unearned. Campaign control (1.33) · Cart targeting (0.15) · Profile targeting (0.15) · Customer tags (0.15) · Login status (0.15) · Order history (0.14) · List segments (0.14) · Inactivity trigger (0.17) · Hover trigger (0.16) · Custom event trigger (0.16) · Page-load trigger (0.16).
Sources:
- [Frequently asked questions](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05
- [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05
## Experiments
SmashPops has no confirmed capabilities in this section in the current review. Popup testing, email testing and automation experiments are separate capabilities. A useful comparison also considers traffic allocation, how a winner is selected and whether a no-popup control is available to measure the effect of showing a campaign at all.
No confirmed capabilities in this section.
0 / 7 points · 7 points unearned. A/B testing (7).
## Email & SMS
SmashPops has no confirmed capabilities in this section in the current review. Capturing an address in a popup and sending a marketing campaign are separate jobs. Compare native sending channels, automation and their allowances independently from the popup subscription; an integration with a mailing platform does not include that platform’s sending service.
No confirmed capabilities in this section.
0 / 5 points · 5 points unearned. Email marketing (4) · SMS marketing (0.5) · Web push (0.5).
## Team & sites
A game can be exported to another account. For client work, distinguish transferring the design from granting someone access to the original store’s leads. Separate access to the account from permission to change or publish campaigns. For a team managing several sites, the useful questions are which sites each person can work on, who controls billing and whether each site needs its own subscription.
No confirmed capabilities in this section.
0 / 5 points · 5 points unearned. Workspaces (1.67) · Team (1.67) · Roles (1.66).
## Developer
SmashPops has no confirmed capabilities in this section in the current review. The scope of each interface matters more than the API label. Opening an existing popup, sending a submitted form to an endpoint and creating or publishing campaigns are different operations. Agent access depends on those operations and the permissions exposed.
No confirmed capabilities in this section.
0 / 5 points · 5 points unearned. HTTP API (1.25) · Browser API (1.25) · Webhooks (1.25).
## Support
The dashboard has a Support entry and the vendor publishes setup guides for rewards and integrations. Consider the support channel alongside the work you expect help with. Access to chat does not by itself promise round-the-clock coverage, a response deadline or someone to build your campaigns. Those service commitments need to be distinguished from ordinary product assistance.
No confirmed capabilities in this section.
0 / 2 points · 2 points unearned. Chat support (2).
## Editor & workflow
SmashPops’s editing tools include free editor and campaign drafts. Save a game before activating its storefront display. Create and save a game within the free display allowance. Editing, saving a draft and activating a campaign are separate stages of the workflow. Consider how changes are prepared and reviewed before visitors see them. An AI writing assistant also has a narrower role than an assistant that can change layout or targeting.
| Feature | How it works in SmashPops | Subfeatures | Evidence |
| --- | --- | --- | --- |
| Free editor (+1.5) | Create and save a game within the free display allowance. | | [Smashpops](https://apps.shopify.com/smashpops), checked 2026-11-05 |
| Campaign drafts (+1.5) | Save a game before activating its storefront display. | | [Frequently asked questions](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05 |
3 / 6 points · 3 points unearned. Saved versions (1.5) · AI popup assistant (1.5).
Sources:
- [Smashpops](https://apps.shopify.com/smashpops), checked 2026-11-05
- [Frequently asked questions](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05
## Data & reporting
SmashPops’s data and reporting tools include field mapping, lead export, and revenue goals. Assign coupon code and coupon name to separate Omnisend contact properties. Download captured addresses as CSV. Use the reporting workflow to connect captured responses with the decisions you need to make. Downloading leads, scheduling reports and attributing revenue are different capabilities; a contact export alone does not establish an analytics dashboard or revenue measurement.
| Feature | How it works in SmashPops | Subfeatures | Evidence |
| --- | --- | --- | --- |
| Field mapping (+1) | Assign coupon code and coupon name to separate Omnisend contact properties. | | [How to send the coupon via email using omnisend](https://www.smashpops.com/blog/how-to-send-the-coupon-via-email-using-omnisend/), checked 2026-11-05 |
| Lead export (+1) | Download captured addresses as CSV. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
| Revenue goals (+1) | Compare game displays, entries and sales attributed to coupons. | | [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05 |
3 / 5 points · 2 points unearned. Scheduled reports (1) · Team notifications (1).
Sources:
- [How to send the coupon via email using omnisend](https://www.smashpops.com/blog/how-to-send-the-coupon-via-email-using-omnisend/), checked 2026-11-05
- [www.smashpops.com](https://www.smashpops.com/), checked 2026-11-05
## Integrations
Link a provider to the game and choose which fields to pass. In Omnisend a game tag can identify participants, while separate properties carry the coupon name and code.
For reward email, the merchant can assign delivery to the connected email provider. The game can also reveal the code immediately on its win screen.
Our [integration guide](https://popuppapa.com/popup-integrations/index.md) explains the connection types and workflows. For store-specific features, see our [Shopify popup apps overview](https://popuppapa.com/shopify-popup-apps/index.md#comparison).
| Connection | Services | Data |
| --- | --- | --- |
| Email (+1) | MailerLite | Choose the Classic or New connector for the receiving account, then link it under Data collection for the game. |
| Email (—) | Klaviyo · Mailchimp | Connect the provider to the game and pass the reward code to the customer record. The provider can then send the prize email. |
| Email (—) | Omnisend | Set a game-specific tag and map the coupon name and code to custom properties for the reward message. |
| Email (—) | AWeber · ActiveCampaign · Drip | SmashPops lists subscriber integrations with these providers. Account-specific field mappings vary by destination. |
| Customer lifecycle (+1) | MoEngage | Select MoEngage in the account integrations directory to connect the subscriber destination for a game. |
| Analytics (+1) | Google Analytics · Google Tag Manager | Call a site-defined JavaScript function on a game win to dispatch the relevant analytics event. |
| Store (+1) | Shopify | Select Shopify Customers as a signup destination independently of the internal game list. |
| Automation (+1) | Shopify Flow | The Shopify listing names Flow as a compatible service. |
5 / 5 points · 0 points unearned. All available points earned in this section.
Sources:
- [Coupon data for email providers](https://www.smashpops.com/blog/how-to-send-coupon-codes-using-my-own-email-provider-like-mailchimp-klaviyo-etc/), checked 2026-11-05
- [Connect a subscriber destination](https://www.smashpops.com/blog/how-to-send-your-collected-data-to-your-email-provider-like-mailchimp-klaviyo-etc/), checked 2026-11-05
- [Account integration catalogue](https://www.smashpops.com/integrations), checked 2026-11-05
- [Omnisend coupon properties](https://www.smashpops.com/blog/how-to-send-the-coupon-via-email-using-omnisend/), checked 2026-11-05
- [Shopify App Store](https://apps.shopify.com/smashpops), checked 2026-11-05
- [Game formats and targeting](https://www.smashpops.com/), checked 2026-11-05
- [Game event callbacks](https://www.smashpops.com/blog/how-to-send-an-analytics-event-when-someone-has-played-facebook-pixel-for-instance/), checked 2026-11-05
## Works with Shopify
SmashPops’s Shopify coverage includes storefront installation, native app, discounts, and customer synchronization. Use existing Shopify codes or configure unique coupons, including percentage, fixed or buy-X-get-Y rewards. Shopify Customers can be removed independently from the internal player list for a game. Installation, customer data, discounts and cart actions are separate capabilities. A Shopify listing alone does not establish support for all of them, and features supplied by a separate app need to be considered with that app’s access and pricing.
| Capability | Status | How it works in SmashPops |
| --- | --- | --- |
| Storefront installation (+0.88) | Supported | A live game also needs the theme app embed. |
| Native app (+0.88) | Supported | SmashPops provides a Shopify installation and game dashboard. |
| Built for Shopify (—) | No | — |
| Media assets (—) | Unconfirmed | — |
| Products and variants (—) | Unconfirmed | — |
| Collections (—) | Unconfirmed | — |
| Discounts (+0.88) | Supported | Use existing Shopify codes or configure unique coupons, including percentage, fixed or buy-X-get-Y rewards. |
| Metafields and metaobjects (—) | Unconfirmed | — |
| Customer data (—) | Unconfirmed | — |
| Customer synchronization (+0.87) | Supported | Shopify Customers can be removed independently from the internal player list for a game. |
| Events and triggers (—) | Unconfirmed | — |
| Audience and cart targeting (—) | Unconfirmed | — |
| Apply a discount (+0.87) | Supported | The reward settings offer automatic application at Shopify checkout. |
| Add to cart (—) | Unconfirmed | — |
| Buy now / direct checkout (—) | Unconfirmed | — |
| Shopify Flow (+0.87) | Supported | The Shopify App Store lists Shopify Flow. |
5.25 / 14 points · 8.75 points unearned. Built for Shopify (0.88) · Shopify media assets (0.88) · Shopify products and variants (0.88).
Sources:
- [Shopify App Store](https://apps.shopify.com/smashpops), checked 2026-11-05
- [Frequently asked questions](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05
## Capability score
The capability score brings together the confirmed features in the sections above, excluding pricing. Each metric belongs to one section, and a feature’s score includes its subfeatures. The breakdown shows how much each area contributes and where points remain unearned. It measures feature coverage, rather than conversion performance or value for money.
34.41 out of 100 for confirmed capabilities, excluding price. Each metric is counted once; its score includes its subfeatures. Unconfirmed capabilities earn no points.
| Section | Points |
| --- | --- |
| [Formats & content](#announcements) | 1.82 / 10 |
| [Forms](#forms) | 2.2 / 14 |
| [Surveys](#surveys) | 0 / 5 |
| [Gamification](#games) | 5 / 5 |
| [Targeting](#targeting) | 9.14 / 12 |
| [Experiments](#experiments) | 0 / 7 |
| [Email & SMS](#email) | 0 / 5 |
| [Team & sites](#roles) | 0 / 5 |
| [Developer](#developer) | 0 / 5 |
| [Support](#support) | 0 / 2 |
| [Editor & workflow](#workflow) | 3 / 6 |
| [Data & reporting](#reporting) | 3 / 5 |
| [Integrations](#integrations) | 5 / 5 |
| [Shopify](#works-with-shopify) | 5.25 / 14 |
## AI agent readiness
Agent readiness looks at a complete working process: understanding a campaign, creating or changing it, operating it, reading results and controlling access. This assessment adds context to the Developer section without awarding extra points. In-editor AI assistance and an external agent’s ability to operate the account are considered separately.
**Game callbacks.** A storefront developer can react to a win through a JavaScript callback. External authoring, a public campaign HTTP API and a vendor MCP server are unconfirmed.
| Agent interface | Available | What it offers |
| --- | --- | --- |
| Agent task | Status | What the agent can do |
| --- | --- | --- |
| React to a game win | Supported | Call a function already defined on the host page. |
| Create or edit games externally | Unconfirmed | The public setup material describes the dashboard builder. |
A developer supplies the callback on the website and names it in the game settings.
Sources:
- [Game event callbacks](https://www.smashpops.com/blog/how-to-send-an-analytics-event-when-someone-has-played-facebook-pixel-for-instance/), checked 2026-11-05
- [Campaign setup and game controls](https://www.smashpops.com/blog/frequently-asked-questions/), checked 2026-11-05
## What one view, action or submission could cost
A view is a visible widget display. An action is a target-link visit, coupon copy, add-to-cart or standalone consent. A submission sends form data, such as an email, phone number, enquiry or feedback. Submitting a form is not also counted as an action. These estimates do not establish that a plan supports every outcome.
At $9.00 per month, the selected plan allocates $0.009 per display, $0.18 per action and $0.45 per submission across 1,000 displays. The table rounds to cents. The 5% action and 2% submission rates are alternative assumptions, not measured performance or a vendor charge per event.
The capacity check assumes one site and 1,000 actual widget displays. Billing is based on monthly popup displays, which is distinct from the actual outcomes used here. For form-free announcements, compare views or actions rather than submissions. Taxes, separately billed services and customer discounts are excluded.
| Outcome | Calculation | Estimated cost |
| --- | --- | --- |
| One display | $9.00 ÷ 1,000 | $0.01 |
| 1,000 displays | $9.00 ÷ 1,000 × 1,000 | $9.00 |
| One action | $9.00 ÷ 50 | $0.18 |
| One submission | $9.00 ÷ 20 | $0.45 |
Sources:
- [Shopify App Store](https://apps.shopify.com/smashpops), checked 2026-11-05
## SmashPops alternatives: which should you choose?
Stores running prize campaigns that need to limit how often one email address can win. The repeat-display setting and the repeat-email rule are separate. A shopper may see a game again but be ineligible to enter with the same address.
Compare Promolayer and Sleeknote and Claspo and Alia against that requirement. The cards below explain where each is a better fit. Match the billing unit, required features and site or account limits before comparing headline prices; the cheapest subscription does not always cover the same work.
### [SmashPops vs Promolayer](https://popuppapa.com/promolayer-vs-smashpops/index.md)
Compare Promolayer and SmashPops for Shopify reward eligibility, repeat attempts, automatic discounts, game selection and monthly popup impressions.
### [SmashPops vs Sleeknote](https://popuppapa.com/smashpops-vs-sleeknote/index.md)
Compare SmashPops and Sleeknote for Shopify giveaways, returning visitors, advent calendars, reward fields and the real cost of a game package.
### [SmashPops vs Claspo](https://popuppapa.com/smashpops-vs-claspo/index.md)
Compare SmashPops and Claspo for seasonal Shopify games, repeat-entry controls, feedback questions, targeting and exposure costs.
### [SmashPops vs Alia](https://popuppapa.com/smashpops-vs-alia/index.md)
Compare SmashPops and Alia for Shopify games, quiz answers, incomplete signups, reward delivery and the cost of acquiring a usable customer profile.
[View all SmashPops alternatives](https://popuppapa.com/alternatives-to-smashpops/index.md)
## About this review
We played a scratch game on the Shopify storefront, revealed a test code and entered the same email a second time. The game rejected the second entry. Dates beside sources indicate when the corresponding evidence was checked; publication does not imply that every source was rechecked that day.
“Documented” means the provider describes the capability. A named plan is shown only where we recorded tier evidence. “Not confirmed” means the evidence is insufficient, not that the feature is absent. Paid add-ons and higher-tier restrictions are stated separately. Conflicting billing information prevents a unit-cost estimate.
Recommendations are editorial judgments about fit and cost. Sources are linked next to the claims they support, and every calculation uses the assumptions above.
## See also
- [Popup integrations](https://popuppapa.com/popup-integrations/index.md): From analytics and customer targeting to Slack alerts and AI workflows: real connections, practical use cases and the limits behind the logos.
- [Shopify popup apps](https://popuppapa.com/shopify-popup-apps/index.md): Cart targeting, usable discounts, product recommendations and store events: what a Shopify app really adds.