Steam Attribution & Optimisation


Running ad campaigns for your games is an important tool for reaching your audience, but knowing what works, and optimising the return on your ad spend can make all the difference between success and failure


0 +
Games released on Steam
0 m+
Steam Wishlists Generated
$ 0 m+
Managed Media Spend
0 M+
Tracked Game Sales
Steam Image 1


Theorycraft Marketing bundles forces with Steam Data Suite on the attribution of advertising campaigns for games on Steam. The platform provides vital insights on conversion and uplift, and allows structural optimization of campaigns, channel utilization and creative usage. This means all campaigns run by Theorycraft Marketing can be optimized towards solid ROI and revenue based goals. Our unique partnership allows full transparency from campaign set up, right through to action, whether it’s a wishlist or download. As a result your ad budget is used in the best way possible.


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 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.


With this unique collaboration, as well as helping optimize your ad spend and impact of your promotions, this bundle can allow you to optimize a lot more. There are many aspects about working with Steam that we can automate and make easy, including comparing the impact of on-platform promotions, optimizing your store page conversion rate, finding your perfect tags, improving your visibility. We help by bringing many data sources together, and allowing you to understand the market and your competitors, optimize based off of action driven overviews and get a good grip on your performance from a top level overview to any specific metric.


Optimise visibility / Track campaigns / Optimise store page / Optimise tags / Market insights / Advanced reporting / Optimise promotions / In-depth metrics

How To Integrate

After a short briefing call with Theorycraft Marketing Team, the team will provide a proposal and media plan for you to approve.
Set up your very own Steam Data Suite account via the setup page. It’s important you select your company in the last field.
As part of setting up your account and gaining access to many features, we ask you to connect your Steam works account.
In the Setup > User overview, add a user with the email address Shortly after, the campaign solution will be enabled
For the attribution to work your game should have transparent and minimal in-game code in place. Following the steps on Setup > In-game