First-Party Tracking

Go Funnel starts with a lightweight tracking script that runs on your website and landing pages. It collects first-party data and sends it to Go Funnel's servers for processing, so attribution keeps working where browser-only tools break — ad blockers, Safari's tracking prevention, and iOS privacy changes.

What the script captures

• Page views — the URL of every page a visitor lands on, along with the referrer, so you can see which pages start journeys and where traffic comes from.
• Sessions — each visitor gets a session ID that persists across pages, so a journey from ad click to booked call is stitched together as one story.
• UTM parameters — utm_source, utm_medium, utm_campaign, utm_term, and utm_content from your campaign links.
• Ad click IDs — the click identifiers ad platforms append to their links: Meta (fbclid), Google (gclid), TikTok (ttclid), Microsoft (msclkid), and LinkedIn (li_fat_id). These are what let conversions get matched back to the exact ad.
• Platform cookies — Meta's _fbp/_fbc and Google's analytics cookies, which improve match quality when conversions are sent back to the ad platforms.

How sessions follow the visitor

The session ID travels with the visitor as they move through your funnel — including into embedded forms and schedulers — so when that visitor later submits a form or books a call through one of your connected tools, the resulting lead is tied back to the ads and pages that produced it.

Why first-party matters

The script runs on your own domain and the data lands in your Go Funnel workspace. Nothing depends on third-party cookies, and the heavy lifting (identity stitching, attribution) happens server-side rather than in the browser.