Where the traditional e-commerce funnel relies on passing source information through the sales funnel, this doesn’t work for app stores like Steam. With potential players transitioning between the browser, the Steam client and the game, we can not rely on passing on the information in the same way. A different approach is needed to keep track of which promotional effort brought them in. Using fingerprinting methodology, partners like Steam Data Suite tracks ‘around’ the app store. What that means? We create an anonymous identifier for a potential player when they click an a Theorycraft Marketing ad link, then go over the same process when they show up in your game for the first time. Based on that a probabilistic algorithm is able to predict which new players came in because they clicked a link associated with a specific campaign and channel run by Theorycraft Marketing.