FirstTrack — Server-Side Ad Tracking

FirstTrack is a bridge plugin that connects your WooCommerce store to the FirstTrack server-side tracking service at first-track.org. A free account at first-track.org is required.

Once installed and configured with your Shop ID, the plugin:

• Loads a lightweight tracking script (wc.js) on your storefront that captures ad click identifiers (fbclid, ttclid, gclid, etc.) into first-party cookies.
• Injects hidden tracking fields into the WooCommerce checkout form so the click data follows the customer into the order.
• Saves the captured data into HPOS-safe order meta and (as a backup) into the order’s customer note. The FirstTrack backend then forwards purchase events to the configured ad platforms over their official server APIs.

Supported platforms (configured in your FirstTrack dashboard):

• Meta Conversions API
• TikTok Events API
• Google Enhanced Conversions
• Pinterest Conversions API
• Snapchat Conversions API
• X (Twitter) Conversions API

Features:

• 10-tier deterministic + probabilistic attribution with a confidence score per order
• First-party tracking domain support (custom subdomain)
• HPOS (WooCommerce High-Performance Order Storage) compatible
• Cookie-consent aware (respects _ft_consent cookie and window.__ft_consent)
• No bundled ad-platform SDKs in your storefront — all server-to-server

External services

This plugin relies on the FirstTrack service at first-track.org to deliver server-side ad conversion events. A free account at first-track.org is required for the plugin to function.

Service: FirstTrack (first-track.org)

What it is: a server-side ad conversion tracking service that forwards purchase events from your WooCommerce store to ad platforms (Meta, TikTok, Google, Pinterest, Snapchat, X / Twitter) using each platform’s official server-to-server Conversions API. The plugin is the bridge layer that runs on your store; the FirstTrack service runs at first-track.org and does the platform forwarding.

Script loaded on every storefront page:

On every front-end page, this plugin enqueues a JavaScript file from FirstTrack. The default URL is:

• https://first-track.org/wc.js?shop=<your-shop-id>

If the site administrator has configured a custom tracking domain (via the WordPress option firsttrack_tracking_domain, typically a CNAME subdomain like track.yourstore.com that resolves to FirstTrack’s infrastructure), the script is loaded from that custom host instead:

• https://<your-custom-tracking-domain>/wc.js?shop=<your-shop-id>

In both cases the destination server is FirstTrack’s infrastructure — the custom domain is a CNAME alias only. No data ever goes to a third party other than FirstTrack and (server-to-server, via the FirstTrack backend) the ad platforms that you have configured in your FirstTrack dashboard.

The script captures ad click identifiers into first-party cookies on the visitor’s browser and, on the WooCommerce checkout page, injects them as hidden form fields so the click data follows the order.

Data sent to first-track.org (or the configured custom tracking domain, which resolves to first-track.org):

• When a visitor lands on your storefront from an ad: the click identifier in the URL (e.g. fbclid, ttclid, gclid, epik, sccid, twclid), the referring URL, the visitor’s user agent, and a randomly generated visitor UUID. These are stored as first-party cookies on the visitor’s browser and posted to the FirstTrack click endpoint at the configured tracking domain.
• When a purchase is placed: the order’s tracking field values (_ft_* meta) plus hashed customer email/phone and the order total, currency, line item IDs, billing city/state/country/postcode. Personally-identifying fields are SHA-256 hashed before transmission per the requirements of the ad platforms’ server APIs.

Why: FirstTrack uses the click and purchase data to send conversion events to the ad platforms you have configured in your FirstTrack dashboard (Meta Conversions API, TikTok Events API, Google Enhanced Conversions, Pinterest Conversions API, Snapchat Conversions API, X Conversions API). This is required to attribute purchases back to ad campaigns when browser-based pixels are blocked.

Terms and privacy:

• Terms of Service: https://first-track.org/terms
• Privacy Policy: https://first-track.org/privacy
• Data Processing Addendum: https://first-track.org/dpa