A common online conversion involves four parties: the advertiser or online merchant (1), the partner or publisher (2), the online marketing platform (3) and of course the customer (4). In most cases, tracking takes place on a tracking domain related to the online marketing platform, for example:
In this case, we speak of third party tracking.
In case of first party tracking, the tracking takes place on a tracking domain related to the advertiser, for example:
By using first party tracking, tracking is taking place on the domain of the advertiser, i.e. on the domain on which the customer orders a product or a service. This means no alien domains are involved in the process of tracking the online conversion. This dwarfs the chance that the tracking is obstructed by ad blockers or security settings in the browser of the customer.
When implemented on your online marketing platform, you will be able to provide your advertisers and partners a much higher tracking quality, which allows them to drive more business. Implementing first party tracking requires the registration of a tracking domain. For more information, please read this article.