PC’s leading games launcher and storefront Steam has recently rolled out new UTM tracking features to help game developers and publishers more accurately measure their games’ success on the platform. This news could potentially be huge for video game publishers, especially those who are looking to track ROI specifically. Let’s take a look at what these new features could mean for you.
UTM stands for the Urchin Tracking Module. Like the sticky sea creatures from which this technology takes its name, it allows marketers to latch onto customer’s journeys and find out which links are being most frequently clicked on by users. If you’re a game publisher, links to your product’s Steam page most likely crop up just about everywhere your game does, be that on social media sites like Facebook or Twitter, emails, advertising campaigns, and more. The UTM allows you to see, at a glance, which of these links are working most effectively.
The UTM doesn’t just allow you to see which links are being used the most – it can also tell you which links most often lead to the game being purchased or added to a user’s wishlist. It can even reveal which versions of cost-per-click ads perform the best. This knowledge can be invaluable to marketers – it not only allows you to see which strategies work best for your products, but also which ones are failing, which can save you a lot of time, money, and headaches in the long run.
UTMs can be especially useful when working with influencers as well. Partnering up with streamers can sometimes involve a lot of trust in their audience – for example, looking at the size of a streamers’ following and hoping that their followers will engage with your game. Using a UTM makes results much more measurable, allowing you to see at a glance which streamer’s community is actively engaging with the game, rather than simply clicking the link.
If you’re new to using UTM technology, you might be wondering if the technology is safe. Rest assured that UTM is industry-standard for marketers across all different types of industries and, most importantly, it doesn’t violate user privacy. Steam’s UTM system has been built with customer privacy in mind, which means that the reports you get will never include Steam IDs or any other personal information about individual users. UTM reports will only ever provide conversion data in total numbers, so you’ll never know who the users are that you are tracking.
If you want to get started with tracking your Steam links, we recommend checking out Steam’s FAQ on the topic – which also includes a handy video tutorial to get you started – or Project N would be happy to work with you on implementing this feature into your marketing strategy. It’s worth noting that Steam’s take on this technology is currently in open beta, so there may be some kinks that still need to be worked out, but for now, it definitely won’t hurt to try out Steam’s tools – the results might just surprise you.