The future of traffic reporting on Steam
New Steamworks tools coming to help understand your store traffic and to protect player privacy
Today we are announcing a set of upcoming changes to the traffic data reporting provided to game developers by Steam. This reporting provides aggregated data on overall traffic to store pages, as well as measuring the effectiveness of external sourced traffic, while continuing to protect player privacy and preferences.
There are three major parts to this update, which will be rolling out over the next few months:
Lets dig into some details:
Player Privacy First
All the tools and features that we discuss here are built with player privacy in mind; Steam will continue to not share personally identifiable information. This approach to privacy means that some trade-offs have been made along the way that limits how specific some reporting can be. In most cases, it simply means that any traffic sources that are below a threshold of volume will get reported as "other". We intentionally don't collect or store demographic information about users such as age, gender, or race.
If you're interested in more about our privacy policies, please see
our Privacy Policy Agreement.
Updates to Store & Steam Platform Traffic Reporting
The Steamworks back-end already provides detailed reports on traffic within Steam as well as from external sources so you can tell a good deal about how players are finding their way to your store page. For more on the existing traffic reports, please see
Store and Platform Traffic Reporting Documentation.
But, through feedback we’ve gathered from game developers, we know these reports don’t include all the information that would be useful in understanding the whole picture of traffic to your store page.
Here are a few of the key planned updates based on the most-requested additions:
- Geographic breakdown
- Traffic reporting will soon include regional breakdowns for the visitors to your store page. This can be most useful when considering the languages you might support in your game or where you might need to locate servers for a multi-player game.
- Better Identification of external sources
- Developers have asked to know more about which websites are sending traffic to their store pages. So we'll be expanding the presentation of external traffic sources to detail more common domains.
Updates to Steam's UTM System
UTM helps developers measure the effectiveness of marketing campaigns by providing aggregated data on user conversion. Learn more about UTM by checking out the
UTM Documentation.
Here are the key updates coming to the UTM system:
- Increased tracking percentage
- We've been working on better tracking the cases when a player has followed a UTM link from a website and then subsequently hopped to their Steam desktop client to complete the transaction. This conversion data will be reported in aggregate without disclosing any further personal information.
- One-Day Conversion Tracking
- We're working through some technical issues that were previously limiting our conversion tracking to update on a slower cadence. Soon you'll be able to see UTM campaigns start reporting conversions within 24 hours. Our conversion window then lasts for 3 days, so you may see the traffic and number of conversions increase when looking at stats from previous days.
- Geographic breakdown
- Traffic reporting will soon include regional breakdowns for the visitors to your store page. This can be most useful when considering the languages you might support in your game or where you might need to locate servers for a multi-player game.
- Visitor device category
- We'll be reporting the split of device types (just "mobile" vs "desktop") for each campaign so you can generally tell how your audience is learning about your game.
- New vs Returning users
- We'll be breaking out stats so you can tell what percentage of visits are from new players just learning about your game versus returning players that already know about your game.
Ending Steam Support For Google Analytics
As of this coming July, Google will no longer operate Universal Analytics (UA), which is a third-party traffic reporting system that we've had available for measuring traffic sources to Steam store pages. Their announced replacement will be a system called Google Analytics 4 (GA4). You can read
Google's help article about the topic.
As time has gone on we’ve come to realize that Google’s tracking solutions don't align well with our approach to customer privacy, and so with the migration to GA4 we’ve made the decision to end our support of Google's analytics systems on Steam. Instead, we're focused on building the most useful parts of aggregated reporting into Steam itself, as described above.
If you are currently making use of UA, you will find that as of July 1st, your Google Analytics reporting will no longer be getting data from Steam.