Steam UTM link builder: tracked links to a store page
Enter a Steam app ID or store page address and the UTM values to get a tracked store link. Steam's UTM report counts visits from the link and the wishlists, purchases and activations within 72 hours of a click. Steam tracks a link only when it has utm_source or utm_campaign.
Last reviewed · SteamStats team
480 is SpaceWar, Valve's Steamworks example app; use your game's own
Where the link is posted, such as youtube or newsletter
The kind of placement, such as video or email
The push the link belongs to, such as autumn_trailer
Optional: which version of the post
Optional: a keyword
Tracked store link
https://store.steampowered.com/app/480/?utm_source=youtube&utm_medium=video&utm_campaign=autumn_trailer
Values are lowercased and spaces become underscores, so the same campaign always lands in one row of the UTM report.
Worked example
The builder opens with app ID 480, SpaceWar, the example app in Valve's Steamworks SDK, so no real game is shown. The link adds utm_source=youtube, utm_medium=video and utm_campaign=autumn_trailer to the store page address, which Steam's UTM report then shows as one row. Replacing the app ID with a game's own gives the link to post with a trailer.
How the link is built
- The app ID is read from a number or from a store page address such as store.steampowered.com/app/480/.
- Each value is trimmed, lowercased, and spaces become underscores, so Launch Week and launch_week land in the same report row.
- Empty parameters are left out. If both utm_source and utm_campaign are empty, there is no link, because Steam would not track it.
- The link points to the game's store page, one of the pages Steam's UTM tracking accepts. The builder runs in the browser; nothing is saved or sent.
Assumptions and sources
| Rule | Detail | Source |
|---|---|---|
| Parameters | utm_source, utm_medium, utm_campaign, utm_content and utm_term | Steamworks: UTM analytics, checked 1 November 2026 |
| Required | utm_source or utm_campaign | Steamworks: UTM analytics, checked 1 November 2026 |
| Destination | An app page or a sale page on Steam | Steamworks: UTM analytics, checked 1 November 2026 |
| Conversion window | Wishlists, purchases and activations within 72 hours of a click | Steamworks: UTM analytics, checked 1 November 2026 |
| When numbers settle | Visit counts update hourly; conversions are final four days after the visit | Steamworks: UTM analytics, checked 1 November 2026 |
| Example app | App ID 480 is SpaceWar, Valve's Steamworks example application | Steamworks: Steamworks API Example Application (SpaceWar), checked 1 November 2026 |
Limits
- Only visitors signed in to Steam can be linked to a wishlist or purchase; Steamworks reports other visits without conversions.
- Small combinations are hidden in Steam's report, so a link with few visits can show no conversions at all.
- Valve's report shows no Steam IDs. It counts what happened after a click, not who clicked.
With your own traffic data
SteamStats reads the Steamworks store traffic and UTM reports daily on Indie, Studio, and Publisher and shows wishlists, visits, wishlists per visit and, after launch, purchases for each link, next to the wishlists each campaign most likely added.
Sources
- Steamworks: UTM analytics · checked November 1, 2026
- Steamworks: Store and platform traffic reporting · checked November 1, 2026
- Steamworks: Steamworks API Example Application (SpaceWar) · checked November 1, 2026