How Much Does This Even Cost? Using Analytics Tools to Measure ROI on Consoles & PC.
summary
Shows how to tag every marketing URL with UTMs, send them through Google Tag Manager and Google Analytics/GA4, and read results in the Steam UTM analytics (beta) backend to get tracked visits, wishlists, activations and purchases. Notes that Steam requires logged‑in users and uses a four‑day attribution window. Demonstrates UTM forwarding (so PC ads map to console/mobile sales), compares channels (YouTube driving wishlists, Facebook high visits but low sales), and derives CPA and ROI so teams can reallocate spend. UTM forwarding via Google Tag Manager
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chapters (16)
- 0:00Introduction
- 1:42UTM parameters and why they matter
- 5:15UTM tracking in video game marketing
- 7:20Steam tracking data accuracy
- 10:49Campaign performance with real data
- 13:18Setting up UTM tracking
- 17:29Steam UTM analytics guide
- 19:39Calculating ROI and CPA
- 22:48UTM forwarding multi-platform
- 26:42Influencer tracking best practices
- 29:47Mobile game sales tracking
- 31:55Steam tracking caveats
- 34:00iOS 14 tracking Q&A
- 36:12Third-party platform tracking
- 38:42Wishlists and organic traffic
- 41:54Cross-game campaign analysis
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