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First-party domain

A first-party tracking domain routes your storefront’s tracking traffic through a subdomain of your own store (for example, track.yourstore.com) instead of a shared Máximo endpoint. It’s optional, and it’s the same setup for every destination, you configure it once, on Settings → Storefront events.

Why it helps

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Browser tracking-prevention features (Safari’s Intelligent Tracking Prevention, Firefox’s Enhanced Tracking Protection) along with ad blockers and blocklists, are far more aggressive about throttling or dropping requests to shared third-party analytics domains than requests to a domain you control. Moving tracking traffic onto your own subdomain makes it first-party traffic from the browser’s perspective, so more of it reaches Máximo, which means more conversions captured for your destinations.

Setting it up

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You’ll add two DNS records in your DNS provider (Cloudflare, Route 53, Namecheap, etc.), one at a time:

  1. Enter your subdomain. It must be exactly one label under your store’s registrable domain, track.yourstore.com works, but your bare domain (yourstore.com) or a nested subdomain (track.shop.yourstore.com) won’t validate.
  2. Add the certificate-validation CNAME. Máximo shows you the exact host and value to add so it can issue a TLS certificate for your subdomain. Máximo checks for this automatically every few seconds, no need to click anything once it’s added.
  3. Add the routing CNAME. Once the certificate issues, Máximo shows a second CNAME that points your subdomain at its tracking endpoint. Add it, and Máximo detects it and goes live on its own.

How long it takes

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Certificate issuance is usually well under 30 minutes once the validation record is publicly visible. DNS propagation for either record can take up to 24 hours depending on your provider, though it’s typically much faster. The settings page keeps checking automatically, so a status of “still pending” just means it hasn’t propagated yet, you don’t need to keep re-checking manually.

Confirming it’s live

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Settings → Storefront events shows the domain’s status:

  • Not configured: no domain set up yet.
  • Pending validation: waiting on the certificate CNAME.
  • Cert issued · add CNAME: waiting on the routing CNAME.
  • Active: your domain is resolving and tracking traffic is routing through it.

Once Active, both the conversion pixel and the theme app embed automatically switch to sending traffic through your subdomain, no further action needed.

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