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Steam UTM links: track where your wishlists come from

, founder of NextWishlist · Updated · 3 min read

2tags to know: utm_source and utm_campaignValve rule
72 hafter a click: the window Steam countsValve rule
4 daysbefore a visit's conversions are finalValve rule
On this page
  1. How to build a Steam UTM link
  2. What Steamworks counts
  3. Pitfalls to know
  4. Where to find the report
  5. Your UTM report, read for you
  6. A naming scheme that stays readable
  7. What to do with the numbers

Short answerAdd utm_source or utm_campaign to a link to your Steam page, use a different one in each post or video, and Steamworks counts the visits and, for logged-in visitors, the wishlists and purchases made within 72 hours. Demo downloads don't count.

Steam UTM links are the only free way to know which post, video or newsletter brought your wishlists. They take a minute to set up and a few rules to read right. Here is how they work, from Valve's documentation.

01How to build a Steam UTM link

  • Point it at your game's page (store.steampowered.com/app/<your app id>) or a sale page (store.steampowered.com/sale/<name>). Other Steam pages, such as your developer page or a bundle, aren't supported.
  • Add utm_source or utm_campaign (one of them is required), and optionally utm_medium, utm_content and utm_term.
  • Check it with the "Test a UTM Link" button in Steamworks.
store.steampowered.com/app/1234560/Your game's Steam page?utm_source=redditWhere the link lives&utm_campaign=demo-launchThe moment, or the creator
Anatomy of a Steam UTM link: Steamworks counts the visits and, for logged-in visitors, the wishlists made within 72 hours.

Example: store.steampowered.com/app/<id>/?utm_source=reddit&utm_campaign=demo_launch&utm_content=clip_1. Keep a simple naming habit: the network in source, the moment in campaign, the post in content.

02What Steamworks counts

  • Total visits with a UTM code, then trusted visits (without bots and crawlers), then tracked visits: logged-in Steam users, without abnormal repeat visits.
  • Conversions, for tracked visits only: wishlists, purchases and activations (free-to-play licenses or key redemptions).
  • A conversion counts if it happens within 72 hours of the click, even if the player browsed other pages in between.
  • Visits update hourly; conversions are final 4 days after the visit.

Valve's own example: 20 clicks gave 6 tracked visits, which gave 2 wishlists and 1 purchase. Expect far fewer tracked visits than clicks.

03Pitfalls to know

  • Not logged in, not tracked: the visitor must be signed in to Steam in the browser where they opened the link. Some browsers and cookie settings block tracking.
  • Small links are hidden: combinations below a minimum number of visits don't appear in the breakdown table.
  • Demo downloads don't count: nor do in-game purchases, Playtest apps, or actions on another app than the one in the link. Link to your game's page, where the demo button is.
  • Sale pages pass it on: since April 22, 2025, UTM codes on links to a Steam sale page carry through to the games on that page.
  • Store widgets: add the UTM parameters at the end of the widget's iframe address.

04Where to find the report

In Steamworks, your game's Marketing & Visibility section, UTM Analytics tab, with filters, a breakdown table and a CSV download. You need the "View Marketing Traffic Data" permission.

05Your UTM report, read for you

NextWishlist brings in your UTM report every day through a browser extension (or a CSV you drop in), so each post, video and link shows the wishlists it brought, next to your plan. Join the private beta.

06A naming scheme that stays readable

Decide your tags once, and use them everywhere. For example:

  • utm_source = where the link lives: reddit, x, bluesky, tiktok, youtube, newsletter, discord, presskit.
  • utm_campaign = the moment: demo-launch, nextfest-feb27, launch, a creator's name for each video.
  • Lowercase, no spaces, the same spelling every time: "Reddit" and "reddit" become two lines in your report.

Keep the list in a spreadsheet next to the post or the creator it belongs to, so you can read the report weeks later.

07What to do with the numbers

  • Compare sources by wishlists, not visits: a source with fewer visits can bring more wishlists.
  • Give each creator their own campaign, and rank creators by what their video brought (how to get YouTubers to play your game).
  • Repeat what worked on the next post, drop what didn't, and check again a week later.

Steam UTM links: quick answers

How do Steam UTM links work?

Add utm_source or utm_campaign to a link to your game's Steam page. Steamworks then counts visits and, for logged-in visitors, the wishlists, purchases and activations made within 72 hours.

Where is the Steam UTM report?

In Steamworks, under your game's Marketing & Visibility section, UTM Analytics tab. It needs the View Marketing Traffic Data permission and offers a CSV download.

Do Steam UTM links count demo downloads?

No. Demo or DLC downloads without the base game, in-game purchases and Playtest apps don't count as conversions.

Why are my Steam UTM numbers so low?

Only logged-in Steam visitors are tracked, small links are hidden below a minimum number of visits, and conversions are only final 4 days after the visit.

How should I name my Steam UTM links?

Use utm_source for where the link lives (reddit, youtube, newsletter) and utm_campaign for the moment or the creator, always lowercase and spelled the same way.

Sources

Valve's rules can change: the official Steamworks page always wins. Practitioner benchmarks are surveys of developers, given as ranges.

NextWishlist

The Steam marketing tool for indie developers.

Wishlist tracking, comparison with similar upcoming games, your page and demo checked against Valve's rules, and a daily plan that ties it together. In private beta.

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