UTM Analytics in Steamworks provides insight into on how your UTM marketing campaigns are performing. You can use UTM parameters on a link with your Steam store page as the destination address, and Steamworks will provide insight into how that link is performing.
What is UTM
UTM is an industry standard approach to measuring whether specific links in your marketing campaigns are being clicked by customers. A link using UTM has specifically named UTM parameters following the link's destination address. These UTM parameters make it clear which link was clicked when a customer visits the destination address.
How it works
Steamworks now records the UTM parameters used when a customer visits your game's store page. A dashboard in Steamworks displays this UTM information for you to evaluate how your campaigns are performing.
The report has three sections: an overview of total traffic and conversions, a graph showing total traffic and conversions over time, and a breakdown table showing how each unique combination of UTM parameters performed. You can filter the breakdown table to specific UTM parameters, as well as download the data as a .csv file.
To protect customer privacy, the information provided is kept at a summary view with no personal data included. This allows you to learn how your campaigns are performing while also protecting customer privacy. Here are more details on how Steam protects customer privacy:
- Steam IDs or other personal information will never be included or available
- We only provide visit and conversion data in total numbers
- If a minimum threshold for visits is not met, then we exclude data for unique UTM parameter combinations
- Some users will not be tracked based on their browser configuration or cookie preferences
Access to your UTM Analytics report is limited to Steamworks accounts with the "View Marketing Traffic Data" rights for your game.
When users visit your store page via a UTM link and log in to Steam, Steamworks increments the "Tracked Visits" count and also reports on conversions by those users.
The types of conversions reported are:
- Wishlist: customer added your game to their wishlist
- Purchase: customer purchased your game
- Activation: customer installed your free-to-play game, or redeemed a key to acquire the game
Here's an example of a link to a Steam store page with properly formatted UTM parameters.
If that link was clicked by customers 20 times, the UTM Analytics report for App ID 480 would show 20 visits in the "Total Visits" column for that unique combination of utm_source, utm_campaign, and utm_medium.
The report also shows 6 of the 20 visits were by customers signed in to Steam. Steamworks attributed 2 wishlist additions, and 1 purchase, to the 6 "Tracked Visits".
UTM Analytics in Steamworks is already enabled for your game. Here's how to get started.
Viewing the report
You can access the UTM dashboard via a tab in the Marketing & Visibility section for your game. If you don't see the UTM Analytics tab, check if you have the "View Marketing Traffic Data" permission for the game as that permission is required.
Creating a link
Links with UTM parameters are recorded by Steam if the following criteria is met:
The complete list of supported UTM parameters is:
There are two ways to evaluate the data reported by UTM Analytics
- The graph of data over time, and the breakdown table which supports filtering and sorting
- Download the data as a .csv file for use in the analytics tool of your choice
Testing a link
A tool to test if your link is valid is available on the UTM report via the "Test a Link" button. It's also a good idea to test links in a web browser. Note: visit counts on the UTM dashboard are updated hourly.
Q. Why is Steam providing UTM Analytics?
A. This was built in response to the frequent requests from game developers for UTM reporting tools in Steamworks.
Q. Why am I not seeing UTM visits for my campaign?
A. Here are some possible reasons:
- Your Steamworks account does not have the "View Marketing Traffic Data" permission. For account permission information, please see Managing Your Steamworks Account > Group Permissions
- If your campaign just started you may need to wait for the UTM dashboard to refresh. Visit counts refresh hourly.
- Visits are not reported until a minimum number of visits is reached for reporting.
- There may be an issue with the link. Use the "Test a UTM Link" tool (available via a button on UTM Dashboard) to check if your link meets reporting requirements.
Q. What are Tracked Visits?
A. Tracked visits are by users who logged into
Steam in the browser where they opened the UTM link. Only tracked visits are eligible for conversion (wishlist, purchase, activation) reporting.
Q. Will it count as a conversion if the customer purchases a different game from my catalog?
A. Only a wishlist, purchase, or activation of the same App ID used in the UTM link will currently be considered a conversion. We hope to expand on our conversion insights to include scenarios like this.
Q. Do you track conversion via in-game purchases?
A. We do not currently report conversion for in-game purchases.
Q. Do you track conversion via CD-Keys/Steam Retail Keys?
A. Yes, these conversions are tracked in the "Activations" section of the UTM Dashboard.
Q. Do you support other community and store page links such as sub, curator, bundle?
A. At this time only app pages are supported. We hope to expand support for additional page types in the future.
Q. Do UTM links get recorded if the store page opens an age gate?
A. Yes, the UTM click event is recorded before the redirect to the age gate page occurs. Customers who decide to stop at the age gate are still recorded as having clicked the UTM link.
Q. What devices are supported?
A. Any device with a modern browser capable of showing the Steam store is supported. This includes mobile devices and tablets. We do not currently display which types of devices customers are using when they visit the store page via a UTM link click. If a user signs in to Steam on their mobile device where they clicked the UTM link, then subsequently makes a wishlist or purchase on a computer we will recognize that as a conversion.