{"id":1913,"date":"2025-07-24T09:58:36","date_gmt":"2025-07-24T09:58:36","guid":{"rendered":"https:\/\/www.greenmangaming.com/company\/?post_type=news&p=1913"},"modified":"2025-07-24T17:20:54","modified_gmt":"2025-07-24T17:20:54","slug":"steam-utm-tracking-101","status":"publish","type":"news","link":"https:\/\/www.greenmangaming.com/company\/news-category\/latest-news\/steam-utm-tracking-101\/","title":{"rendered":"Understanding UTM tracking on Steam"},"content":{"rendered":"\n

We spoke to Adele Simpson – EVP of Performance Marketing at Green Man Gaming to understand a bit more about how Steam tracks UTM data within it’s portal and if you can trust the data to be accurate for conversions and wish lists. <\/p>\n\n\n\n

Here’s what she said: “The once accurate UTM tracking faces challenges on Steam’s portal. While it offers some insight, it’s far from 100% accurate. Here are some examples to be aware of;<\/p>\n\n\n\n

Browser Limitations:<\/strong> <\/h2>\n\n\n\n

Steam UTM only tracks wish lists and purchases when a user visits a store page, is signed in, and uses a browser, client, or mobile app. This makes it difficult to track actions from social media platforms where users might not be logged in – so any paid social ads where users aren’t logged in won’t get the attribution back!<\/p>\n\n\n\n

Cookie Consent & Timeframe:<\/strong> <\/h2>\n\n\n\n

Steam’s tracking respects privacy, meaning users may be excluded based on browser settings or cookie consent.<\/p>\n\n\n\n

Attribution is limited to actions taken within a 72-hour window of a tracked visit (I think); actions outside this timeframe are not attributed to a specific UTM. Plus most PC gamers tend to use ad blockers and\/or decline cookies<\/p>\n\n\n\n

Cross-Device Restrictions:<\/strong> <\/h2>\n\n\n\n

Steam UTM doesn’t track uniquely identifiable user information. This prevents tracking actions across different devices or browsers, meaning a user landing on a store page on one device and taking action on another won’t be attributed to the original campaign. Much like the old fashioned last click attribution model<\/p>\n\n\n\n

So when you look at your Steam UTM data don’t assume that it reports every action from UTM tracked campaign clicks. It doesn’t. It’s better than nothing but there is a better way…”<\/p>\n\n\n\n

If you’d like clearer attribution modelling<\/strong> <\/h2>\n\n\n\n

We would recommend driving ads to the Green Man Gaming store where we can help provide post campaign analysis to a much more in-depth degree of which channels performed best\/worst. <\/p>\n\n\n\n

Want to hear more about our marketing services? Please get in touch. <\/a><\/p>\n\n\n\n

<\/p>\n","protected":false},"author":3,"featured_media":1833,"template":"","news-category":[9],"class_list":["post-1913","news","type-news","status-publish","has-post-thumbnail","hentry","news-category-latest-news"],"acf":[],"yoast_head":"\nUnderstanding UTM tracking on Steam - Green Man Gaming<\/title>\n<meta name=\"description\" content=\"Understand more about how Steam tracks UTM data within it's portal and if you can trust the data to be accurate for video game conversions and wish lists.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Understanding UTM tracking on Steam - Green Man Gaming\" \/>\n<meta property=\"og:description\" content=\"Understand more about how Steam tracks UTM data within it's portal and if you can trust the data to be accurate for video game conversions and wish lists.\" \/>\n<meta property=\"og:url\" content=\"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/\" \/>\n<meta property=\"og:site_name\" content=\"Green Man Gaming\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/GreenManGaming\" \/>\n<meta property=\"article:modified_time\" content=\"2025-07-24T17:20:54+00:00\" \/>\n<meta property=\"og:image\" content=\"http:\/\/10.0.102.72\/wp-content\/uploads\/2025\/06\/Shutter-1024x574.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"574\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@greenmangaming\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"http:\\\/\\\/10.0.102.72\\\/news-category\\\/latest-news\\\/steam-utm-tracking-101\\\/\",\"url\":\"http:\\\/\\\/10.0.102.72\\\/news-category\\\/latest-news\\\/steam-utm-tracking-101\\\/\",\"name\":\"Understanding UTM tracking on Steam - Green Man Gaming\",\"isPartOf\":{\"@id\":\"http:\\\/\\\/10.0.160.202:8080\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"http:\\\/\\\/10.0.102.72\\\/news-category\\\/latest-news\\\/steam-utm-tracking-101\\\/#primaryimage\"},\"image\":{\"@id\":\"http:\\\/\\\/10.0.102.72\\\/news-category\\\/latest-news\\\/steam-utm-tracking-101\\\/#primaryimage\"},\"thumbnailUrl\":\"http:\\\/\\\/vpce-05f50d02a574282e5-ubia4m44.vpce-svc-075cffb0a761abc05.us-east-1.vpce.amazonaws.com\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/Shutter.png\",\"datePublished\":\"2025-07-24T09:58:36+00:00\",\"dateModified\":\"2025-07-24T17:20:54+00:00\",\"description\":\"Understand more about how Steam tracks UTM data within it's portal and if you can trust the data to be accurate for video game conversions and wish lists.\",\"breadcrumb\":{\"@id\":\"http:\\\/\\\/10.0.102.72\\\/news-category\\\/latest-news\\\/steam-utm-tracking-101\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"http:\\\/\\\/10.0.102.72\\\/news-category\\\/latest-news\\\/steam-utm-tracking-101\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\\\/\\\/10.0.102.72\\\/news-category\\\/latest-news\\\/steam-utm-tracking-101\\\/#primaryimage\",\"url\":\"http:\\\/\\\/vpce-05f50d02a574282e5-ubia4m44.vpce-svc-075cffb0a761abc05.us-east-1.vpce.amazonaws.com\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/Shutter.png\",\"contentUrl\":\"http:\\\/\\\/vpce-05f50d02a574282e5-ubia4m44.vpce-svc-075cffb0a761abc05.us-east-1.vpce.amazonaws.com\\\/wp-content\\\/uploads\\\/2025\\\/06\\\/Shutter.png\",\"width\":5824,\"height\":3264,\"caption\":\"GMG shutter image\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"http:\\\/\\\/10.0.102.72\\\/news-category\\\/latest-news\\\/steam-utm-tracking-101\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"http:\\\/\\\/10.0.160.202:8080\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"News\",\"item\":\"http:\\\/\\\/vpce-05f50d02a574282e5-ubia4m44.vpce-svc-075cffb0a761abc05.us-east-1.vpce.amazonaws.com\\\/news\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Understanding UTM tracking on Steam\"}]},{\"@type\":\"WebSite\",\"@id\":\"http:\\\/\\\/10.0.160.202:8080\\\/#website\",\"url\":\"http:\\\/\\\/10.0.160.202:8080\\\/\",\"name\":\"Green Man Gaming\",\"description\":\"\",\"publisher\":{\"@id\":\"http:\\\/\\\/10.0.160.202:8080\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"http:\\\/\\\/10.0.160.202:8080\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"http:\\\/\\\/10.0.160.202:8080\\\/#organization\",\"name\":\"Green Man Gaming\",\"url\":\"http:\\\/\\\/10.0.160.202:8080\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"http:\\\/\\\/10.0.160.202:8080\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"http:\\\/\\\/10.0.156.140\\\/wp-content\\\/uploads\\\/2024\\\/06\\\/green-man-gaming-logo.svg\",\"contentUrl\":\"http:\\\/\\\/10.0.156.140\\\/wp-content\\\/uploads\\\/2024\\\/06\\\/green-man-gaming-logo.svg\",\"width\":346,\"height\":347,\"caption\":\"Green Man Gaming\"},\"image\":{\"@id\":\"http:\\\/\\\/10.0.160.202:8080\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/GreenManGaming\",\"https:\\\/\\\/x.com\\\/greenmangaming\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/green-man-gaming\\\/\",\"https:\\\/\\\/discord.com\\\/invite\\\/green-man-gaming-932963489075568660\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCbONsRevt2_YIN6sLigGIzQ\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Understanding UTM tracking on Steam - Green Man Gaming","description":"Understand more about how Steam tracks UTM data within it's portal and if you can trust the data to be accurate for video game conversions and wish lists.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/","og_locale":"en_US","og_type":"article","og_title":"Understanding UTM tracking on Steam - Green Man Gaming","og_description":"Understand more about how Steam tracks UTM data within it's portal and if you can trust the data to be accurate for video game conversions and wish lists.","og_url":"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/","og_site_name":"Green Man Gaming","article_publisher":"https:\/\/www.facebook.com\/GreenManGaming","article_modified_time":"2025-07-24T17:20:54+00:00","og_image":[{"width":1024,"height":574,"url":"http:\/\/10.0.102.72\/wp-content\/uploads\/2025\/06\/Shutter-1024x574.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@greenmangaming","twitter_misc":{"Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/","url":"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/","name":"Understanding UTM tracking on Steam - Green Man Gaming","isPartOf":{"@id":"http:\/\/10.0.160.202:8080\/#website"},"primaryImageOfPage":{"@id":"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/#primaryimage"},"image":{"@id":"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/#primaryimage"},"thumbnailUrl":"https:\/\/www.greenmangaming.com/company\/wp-content\/uploads\/2025\/06\/Shutter.png","datePublished":"2025-07-24T09:58:36+00:00","dateModified":"2025-07-24T17:20:54+00:00","description":"Understand more about how Steam tracks UTM data within it's portal and if you can trust the data to be accurate for video game conversions and wish lists.","breadcrumb":{"@id":"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/#primaryimage","url":"https:\/\/www.greenmangaming.com/company\/wp-content\/uploads\/2025\/06\/Shutter.png","contentUrl":"https:\/\/www.greenmangaming.com/company\/wp-content\/uploads\/2025\/06\/Shutter.png","width":5824,"height":3264,"caption":"GMG shutter image"},{"@type":"BreadcrumbList","@id":"http:\/\/10.0.102.72\/news-category\/latest-news\/steam-utm-tracking-101\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"http:\/\/10.0.160.202:8080\/"},{"@type":"ListItem","position":2,"name":"News","item":"https:\/\/www.greenmangaming.com/company\/news\/"},{"@type":"ListItem","position":3,"name":"Understanding UTM tracking on Steam"}]},{"@type":"WebSite","@id":"http:\/\/10.0.160.202:8080\/#website","url":"http:\/\/10.0.160.202:8080\/","name":"Green Man Gaming","description":"","publisher":{"@id":"http:\/\/10.0.160.202:8080\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"http:\/\/10.0.160.202:8080\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"http:\/\/10.0.160.202:8080\/#organization","name":"Green Man Gaming","url":"http:\/\/10.0.160.202:8080\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"http:\/\/10.0.160.202:8080\/#\/schema\/logo\/image\/","url":"http:\/\/10.0.156.140\/wp-content\/uploads\/2024\/06\/green-man-gaming-logo.svg","contentUrl":"http:\/\/10.0.156.140\/wp-content\/uploads\/2024\/06\/green-man-gaming-logo.svg","width":346,"height":347,"caption":"Green Man Gaming"},"image":{"@id":"http:\/\/10.0.160.202:8080\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/GreenManGaming","https:\/\/x.com\/greenmangaming","https:\/\/www.linkedin.com\/company\/green-man-gaming\/","https:\/\/discord.com\/invite\/green-man-gaming-932963489075568660","https:\/\/www.youtube.com\/channel\/UCbONsRevt2_YIN6sLigGIzQ"]}]}},"_links":{"self":[{"href":"https:\/\/www.greenmangaming.com/company\/wp-json\/wp\/v2\/news\/1913","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.greenmangaming.com/company\/wp-json\/wp\/v2\/news"}],"about":[{"href":"https:\/\/www.greenmangaming.com/company\/wp-json\/wp\/v2\/types\/news"}],"author":[{"embeddable":true,"href":"https:\/\/www.greenmangaming.com/company\/wp-json\/wp\/v2\/users\/3"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.greenmangaming.com/company\/wp-json\/wp\/v2\/media\/1833"}],"wp:attachment":[{"href":"https:\/\/www.greenmangaming.com/company\/wp-json\/wp\/v2\/media?parent=1913"}],"wp:term":[{"taxonomy":"news-category","embeddable":true,"href":"https:\/\/www.greenmangaming.com/company\/wp-json\/wp\/v2\/news-category?post=1913"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}