Steam launches an open beta for UTM traffic analytics

Valve has updated its Steamworks platform with an open beta test for UTM traffic analytics.

UTM, or Urchin Tracking Module, is a standard used for measuring whether specific links are being clicked on during marketing campaigns.

Developers will be able to measure how much traffic is being directed to their store pages via marketing campaigns, and how many of those users either buy their game or add it to their wishlists.

Valve introduced the feature following developer requests, and stressed its commitment to respecting their users’ privacy. Personal data is not included in the reports, such as Steam IDs or any other information about individual users. The report only provides visit and conversion data in total numbers, and excludes showing data for unique UTM combinations if a minimum threshold for visits is not met.

“We take customer privacy very seriously and do not share personal data in the UTM Analytics report,” said Valve. “This has been a priority in all aspects of building the UTM Analytics feature, from determining what data is required, how long it should be retained, and who should have access to it.”

About Chris Wallace

Chris is a freelancer writer and was MCV/DEVELOP's staff writer from November 2019 until May 2022. He joined the team after graduating from Cardiff University with a Master's degree in Magazine Journalism. He can be found on Twitter at @wallacec42, where he mostly explores his obsession with the Life is Strange series, for which he refuses to apologise.

Check Also

NetEase Games studio Jackalope Games will now be known as Jackalyptic Games, is working on Warhammer IP

NetEase Games has announced Jackalope Games has gone through a rebrand, alongside news that the studio is in early development on its first game based on Warhammer IP