The chapter in one question
Which campaigns send useful Steam traffic—and what can you honestly conclude from it?
Steam UTM Analytics connects tagged store-page visits to aggregate wishlists, purchases, and activations for the same App ID. Its nested visit counts help diagnose where traffic quality changes before you compare conversion rates.
The report is an attribution tool. It describes recorded paths to Steam; it does not reveal every journey or prove that a campaign caused an outcome that would not otherwise have happened.
Documented by Valve— source Valve documents the three visit measures, eligible conversions, privacy limits, and a 72-hour conversion window.
Report anatomy
Three nested measures, three different questions
- Total visits
- Store-page visits whose URL carried UTM parameters. Ask: how much tagged traffic arrived?
- Trusted visits
- The subset remaining after Steam excludes bots and crawlers. Ask: how much traffic looked human?
- Tracked visits
- Visits Steam can associate with a signed-in user, excluding abnormal behavior. Ask: how much traffic was eligible for conversion reporting?
Published article
Start with the report, then build the comparison
The representative article walks through the report with explicit denominators, a worked campaign, a spreadsheet workflow, failure modes, and the limits of the resulting claim.