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Why a Pop-ups Phone Number Is Missing from a Shopify Customer

Last updated on October 19, 2026

If your Pop-ups form collects an email address and phone number, but only the email appears on a Shopify customer, the phone may not have been saved for one of the reasons below.

Why this can happen

  • The shopper left the phone field blank. When you use Email address and phone number, either valid field can be used to submit the form.
  • A Shopify customer already exists with the shopper's email address. Vitals adds the VITALS tag and any Pop-ups tags to that existing customer, but does not add the new phone number or change SMS marketing consent.
  • Another Shopify customer already has that phone number. Vitals creates the customer using the email only and adds tags to the customer profile that already has the phone number.

The phone format is not usually the cause. The phone field includes a country picker, sends the country code with the number, and does not accept phone numbers that are too short or too long.

Check the phone number setup and customer record

  1. In Vitals, go to Pop-ups and edit your pop-up.
  2. Go to Content Screens > Screen #1 and check Contact fields. Select Phone number or Email address and phone number to show a phone field on the form.
  3. In Shopify admin, go to Customers and search for the email address entered in the pop-up.
  4. Check the customer's Customer Since date and whether the customer has the VITALS tag. If the customer existed before the pop-up sign-up, add the phone number to the customer record manually if needed.
  5. If the customer was created when the shopper signed up, search Shopify customers for the phone number. If another customer has that number, that customer record should have the VITALS tag. If no customer has the number, the shopper may have left the phone field blank.

Test your pop-up

  1. Open the live pop-up and sign up using a new email address and a phone number that is not already used by a Shopify customer.
  2. In Shopify admin, open the new customer record and confirm that the phone number appears.