In some situations predefining all campaign links are not desirable, for example in case of programmatic advertising. For those situations you want the Campaign to be created and selected automatically, and not rely on the campaign link builder. To this end, we provide a secondary URL system. This URL is used in combination with URL parameters that correspond with various fixed and variable options, in a fixed format to process the campaign activity and if applicable redirect the user to the store page.
Building a dynamic campaign link
The URL contains the base URL, game specific key, fixed and variable parameters. Only a valid URL will be processed successfully. Depending on the configuration of parameters used the URL can either redirect a user to the Steam store page for the game, or return a HTTP Status code. The latter is used when the URL is used to register a non-clik event, see Advanced: Attribution via landing page.
In practice, some of these parameters will have a fixed value for an entire campaign, or even group of campaigns. Others may be dynamically assigned based on campaign values or by programmatic ad automation.
The url contains a game specific key, so we know what game the request should be processed for.
The type of action that is represented by loading the URL. This determines how the request is answered.
|1||Click||Redirects to the Steam storepage for the game|
|2||Pageview||Returns HTTP Code 200|
The Goal for the campaign
|1||Sales / Installs||Generate game sales or installs.|
|3||Awareness / Branding||Get as many people to know about your game.|
|5||Wishlists||For pre-released games, generate and convert traffic towards wishlists additions.|
|7||Other||Track any other type of event.|
The media channel used
|1||Paid media||Google Ads||Use Google’s wide range of advertisement options to drive traffic to your Steam page.|
|2||Paid media||Facebook Ads||Create an advertisement to drive traffic to your Steam page.|
|3||Paid media||Twitter Ads||Create Tweets or advertisements to drive traffic to your Steam page.|
|4||Paid media||Reddit Ads||Create posts or advertisements to drive traffic to your Steam page.|
|5||Paid media||Ads Other||Use any other advertisement platform.|
|10||Paid media||Twitch Ads||Advertise on Twitch to drive users to your Steam page.|
|14||Paid media||YouTube (Via Google Ads)||Videos on YouTube have multiple ways to send traffic to your game.|
|22||Paid media||Influencer||Generate sales from YouTubers, Twitch, Mixer, and more.|
|6||Own media||Using email (newsletters) to direct people to your Steam page.|
|7||Own media||In-game||Cross promote your game inside another game.|
|9||Own media||Other own channel||Create a URL to track any other type of campaigns|
|12||Own media||Chat or forum||Send community users towards your Steam page.|
|13||Own media||Website / Landing page||Use your own website to track conversion of users.|
|16||Own media||Twitter Tweet||Create a Tweet to drive traffic to your Steam page.|
|17||Own media||Facebook Post||Create a post to drive traffic to your Steam page.|
|19||Own media||Own Twitch Channel||Linked from your own Twitch channel|
|21||Own media||Own Reddit||Link from your own Reddit|
|8||Free exposure||Influencer||Generate sales from YouTubers, Twitch, Mixer, and more|
|11||Free exposure||PR||Work with the press to drive traffic to your Steam page.|
|15||Free exposure||Reddit Post||Create a post on the Reddit platform|
|18||Free exposure||Other free channel||Create a URL to track any other type of campaigns|
- URL Encoded
- Max 100 characters
Use to differentiate different audiences, creatives, etc. within a campaign.
- URL Encoded
- Max 100 characters
Links with action Click (a=1) can be used as direct links, returning a redirect to the steam store page of the corresponding game.
This store.steampowered.com/app/… URL will be appended with utm_ tags translated from the campaign parameters. This allows you to see the source of the traffic in Google Analytics under Source/Medium (not referrals).
|utm_source||‘External’||Always fixed value|
|utm_medium||Channel name||Urlencoded name corresponding to the id given with parameter c|
|utm_campaign||Campaign name||Tracking parameter n|
|utm_content||Tracking parameter v||Optional|
Success HTTP Response
For links with action Pageview (a=2) HTTP Code 200 is returned after a successful call.
Fail HTTP Response
|400||Unknown game||Game key provided does not match any active game.|
|400||Invalid value for Action, Type or Channel||One or multiple ids provided for parameters a,t and c are not allowed. Please remember to pass ids corresponding to the desired value from the tables above (not strings).|
|400||Value for Action, Type, Channel or Name is missing||One of the required parameters a,t,c or n is missing from the URL. We need all of those to process the URL, only parameter v is optional.|
|404||Misconfigured configuration of the URL (wrong domain?), or downtime of the endpoint. Either case, please contact support.|
|500||Uncaught error in the endpoint. Please revert to the last working configuration and contact support.|