Valve adds UTM analytics to Steamworks

Valve adds UTM analytics to Steamworks

PC games giant Valve has made another sizeable addition to its Steam offering.

In a news post, the firm revealed that it was adding Urchin Tracking Module (UTM) support to the analytics component of Steam. This is a means of seeing whether your URL is being clicked on, specifically which link someone has used to find you.

Valve says that this will let developers and publishers see how consumers are finding their store page, which links are resulting in higher levels of purchasing and wishlisting as well as different cost-per-click ads are performing.

The company has said that it isn't sharing any personal information of customers in UTM analytics reports, saying that consumer privacy was something it took "very seriously."

"Our goal with UTM Analytics is to provide helpful information so you can make the best marketing decisions for your game," Valve wrote.

"The Store & Steam Platform Traffic Breakdown (next to UTM Analytics) also provides insights into how visitors get to your game's store page."

Earlier this month, Valve announced that it was holding what appears to be the first Steamworks Virtual Conference in April, with the inaugural offering focusing on Building a Community. The firm also recently rebranded its Steam Game Festival showcase to Steam Next Fest. The next of these is taking place in June.

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.