https://www.youtube.com/watch?v=K-qmYY69kqI

UTM-analyser i Steamworks giver dig indsigt i effektiviteten af dine UTM-kampagner. Du kan bruge UTM-parametre i et link med din Steam-butiksside som destinationsadresse, og så viser Steamworks effektiviteten af linket.

Hvad er UTM?

UTM (Urchin Tracking Module) er en industristandardtilgang til at måle, om kunder klikker på bestemte links i dine markedsføringskampagner. Et link, der anvender UTM, har parametre med særlige navne efter linkets destinationsadresse. Disse parametre gør det tydeligt, hvilket link der blev klikket på, når en kunde besøger destinationsadressen. Mere information om UTM kan findes her: https://en.wikipedia.org/wiki/UTM_parameters

Sådan fungerer det

Steamworks records the UTM parameters used when a customer visits your game's store page and takes an action such as purchasing or adding to their wishlist. Et dashboard i Steamworks viser denne UTM-information, så du kan evaluere effektiviteten af dine kampagner.

Der er tre sektioner i rapporten: en oversigt over den samlede trafik og konverteringer, en graf med den samlede trafik og konverteringer over tid samt en oversigtstabel, der viser effektiviteten af hver unikke kombination af UTM-parametre. There are a set of filters at the top to narrow the data to specific UTM parameters, as well as download the data as a .csv file.

Privatliv

For at beskytte kunders privatliv gemmes oplysninger i oversigtsformat uden personlige data. Dette giver dig mulighed for at se effektiviteten af dine kampagner og samtidigt beskytte dine kunders privatliv. Her er flere oplysninger om, hvordan Steam beskytter kunders privatliv:

• Steam-ID'er eller andre personlige oplysninger vil aldrig blive inkluderet eller gjort tilgængelige
  
• Vi viser kun besøgs- og konverteringsdata i samlet form
  
• Vi viser ikke unikke UTM-kombinationer i oversigtstabellen, hvis bestemte minimumstærskler for besøg ikke er opfyldt.
  
• Der er ikke konverteringssporing for UTM-besøg, hvis kunden ikke er logget på og afviser valgfrie cookies

Nødvendige Steamworks-tilladelser

Adgang til UTM-rapporter er forbeholdt Steamworks-konti med rettigheden "Se data om marketingtrafik" til dit spil.

Sporede besøg

Der spores fire besøgstyper til UTM-analyser:

• Besøg i alt: Det samlede antal besøg på din produktside, som har en UTM-kode i URL'en.
  
• Trusted Visits: A subset of Total Visits that excludes bot traffic and search crawlers.
  
• Tracked Visits: The total number of visits to your product page for which users were also logged in. Excludes traffic that exhibit abnormal behavior such as repeated visits at a high rate.

Konverteringer

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:

• Ønskeliste: Kunden tilføjer dit spil til sin ønskeliste
  
• Køb: Kunden har købt dit spil
  
• Aktivering: Kunden har installeret dit gratis spil eller indløst en nøgle til at anskaffe spillet

Konverteringsperiode

For the above actions, Steam will count it as an conversion if the user takes that action within 72 hours of clicking through your UTM link, even if they visit other pages in between.

Eksempel

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".

Sådan kommer du i gang

UTM Analytics in Steamworks is already enabled for your game. Here's how to get started.

Se rapporten

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.

Opret et link

Links with UTM parameters are recorded by Steam if the following criteria is met:

• Skal henvise til en app-side på Steam. Links til andre sider på Steam understøttes ikke p.t.
  store.steampowered.com/app/DIT_APP_ID
• Skal inkludere parameteren utm_source eller utm_campaign

The complete list of supported UTM parameters is:

• utm_source
  
• utm_campaign
  
• utm_medium
  
• utm_content
  
• utm_term

Using any combination of letters, numbers, and other characters supported by URLs, you can append any term to each of those parameters for your own purpose. See example above.

There are two ways to evaluate the data reported by UTM Analytics

• Grafen med data over tid og oversigtstabellen, som kan filtreres og sorteres
  
• Download dataene som en .csv-fil, og brug den i dit foretrukne analyseværktøj

Test et 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. Conversions are finalized 4 days after the visit.

Ofte stillede spørgsmål

Sp. Hvorfor tilbyder Steam UTM-analyser?

A. This was built in response to the frequent requests from game developers for UTM reporting tools in Steamworks.

Sp. Hvorfor ser jeg ikke UTM-besøg for min kampagne?

Sv. Here are some possible reasons:

• Din Steam-konto har ikke tilladelsen "Se data om marketingtrafik". Se Administrer din Steamworks-konto > Gruppetilladelser for information om kontotilladelser.
  
• Hvis din kampagne lige er startet, skal du vente på, at UTM-dashboardet opdateres. Antal besøg opdateres hver time.
  
• Vi viser ikke unikke UTM-kombinationer i oversigtstabellen, hvis bestemte minimumstærskler for besøg ikke er opfyldt.
  
• Der kan være et problem med linket. Brug værktøjet "Test et UTM-link" (som er tilgængeligt via en knap på UTM-dashboardet) til at tjekke, om dit link opfylder rapportkravene.

Sp. Hvad er sporede besøg?

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.

Sp. Tæller det som en konvertering, hvis en kunde køber et andet spil fra mit katalog?

Sv. 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.

Sp. Tæller det som en konvertering, hvis kunden downloader spildemoen eller DLC til spillet?

Sv. Demo and DLC downloads which do not include the base game are not currently included as conversions for UTM links to the base game page. If a DLC package includes the base game it will be counted as a conversion.

Sp. Sporer I konvertering via køb i spil?

Sv. We do not currently report conversion for in-game purchases.

Sp. Sporer I konvertering fra CD-nøgler/Steam-detailnøgler?

Sv. Yes, these conversions are tracked in the "Activations" section of the UTM Dashboard.

Sp. Sporer I konverteringer i playtest-applikationer?

Sv. We do not currently report conversions for playtest apps.

Sp. Understøtter I andre fællesskabs- og butikssidelinks såsom abonnement, kurator og bundt?

Sv. At this time only app pages are supported. We hope to expand support for additional page types in the future.

Sp. Registreres UTM-links, hvis butikssiden åbner på en side med aldersspærring?

Sv. Yes, the UTM click event is recorded for the app when the age gate page is shown. Customers who decide to stop at the age gate are still recorded as having clicked the UTM link.

Sp. Hvilke enheder understøttes?

Sv. 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.

Sp. Hvorfor er det samlede antal besøg forskelligt fra det, min tredjepart fortæller?

Sv. There can be a difference in the total visits reported by Steam and a 3rd party as Steam increments the total visits anytime the customer visits the link with UTM params on the URL. Examples include if customers share the Store page link w/UTM parameters for others to click, or visit the link using their browser history. We're evaluating how we measure total visits and will update this documentation if there are changes.

Sp. Kan jeg bruge UTM til at lave et "partnerprogram" eller belønne spillere?

A: An affiliate program is where someone receives something of value in exchange for promoting your game. Steam does not offer an affiliate marketing program, but some developers have asked about creating their own by handling compensation outside of Steam and using UTM to track actions. We would caution against using UTM parameters to create your own affiliate or reward program, as such programs are susceptible to abuse by customers by holding purchases long enough to receive your reward, and then refunding those purchases. This can be difficult to prevent because the UTM report does not:

• ikke viser, hvilke køb der hører til hvilke UTM-parametre, men kun det samlede antal køb for hvert unikke sæt UTM-parametre
  
• ikke justerer det samlede beløb for refunderinger, der sker 4 dage efter UTM-besøget eller senere. Vi betragter et UTM-besøg som fuldstændig behandlet efter 4 dage.

If you are still interested in creating your own affiliate program using UTM links to your Steam store page, here are some rules to keep in mind:

• Følg alle gældende lovkrav. Bemærk, at lovkrav kan variere fra land til land.
  
• Bed alle, som deltager i dit partnerprogram, om at sige dette videre til deres publikum.
  
• Promover ikke partnerprogrammer på dit spils butiksside.