In today’s increasingly competitive game market, visibility alone isn’t enough. As discovery becomes more fragmented and acquisition costs continue to rise, game publishers—indie and AAA alike—need to be more strategic, more data-informed, and more efficient in every marketing decision. That’s where game analytics becomes essential.

Analytics is no longer a “nice to have” feature in a campaign toolkit—it’s a foundational element that determines how well you understand your players, how accurately you measure performance, and how confidently you can allocate spend. The stakes are high: a misjudged campaign or underperforming asset can result in thousands of wasted impressions, while a properly tracked journey from ad click to install can drive exponential ROI. But not all analytics solutions are built for the complexity of PC and console game marketing. That’s why we built TRACKS, a marketing intelligence and attribution platform purpose-built for the needs of today’s game publishers.

Unlike generic attribution tools that stop at installs or web visits, TRACKS offers full-funnel tracking specifically tailored for PC and console titles. It’s designed to track the complete player journey across web, media, and storefronts—connecting everything from an upper-funnel brand activation to a game install on Steam or a console platform. With TRACKS, game marketers gain a consolidated view of performance, attribution, and optimisation opportunities that account for the real path players take—not just fragments of it.

TRACKS integrates over 65 data sources and supports a range of modules covering everything from user acquisition and creative testing to brand health and influencer impact. These modules work together to paint a clear picture of how your campaigns are performing, which audiences are converting, and which touch points are truly moving the needle. Whether you’re looking to evaluate Cost-per-Install (CPI), analyse the performance of individual creative assets, or monitor the health of your brand in real-time, TRACKS translates raw data into actionable insight.

What sets TRACKS apart is not just the breadth of data it captures, but how intelligently it handles attribution. Traditional web analytics fall short in a fragmented, cross-platform ecosystem where users often jump between browser tabs, storefronts, and devices before converting. TRACKS’ proprietary attribution engine combines direct measurement with probabilistic modelling, effectively attributing untracked installs and closing gaps left by standard tracking solutions. This means more accurate ROI measurement, even in complex multi-store, multi-platform campaigns.

One of the most overlooked challenges in game marketing is accurately measuring the impact of influencer activations and direct media buys—especially when those touch points operate outside traditional attribution pipelines. TRACKS solves this with a dedicated module that tracks installs and conversion events driven by influencer content and direct placements on gaming websites, connecting upper-funnel awareness to downstream performance. By capturing and attributing installs from these channels, TRACKS empowers publishers to validate the ROI of creator partnerships and premium media deals, providing the same level of clarity and accountability as paid programmatic campaigns. For teams investing in influencer marketing or custom site takeovers, this capability is essential for making data-driven decisions at scale.

The platform also enables real-time postbacks—a powerful feature that feeds conversion and engagement data directly back into ad platforms like Google, Meta, Reddit and many more. This creates a feedback loop where media algorithms can better optimize toward high-value users, leading to stronger performance and more efficient spend. Combined with granular reporting by geo, channel, or audience segment, this makes TRACKS an engine for continuous optimisation—not just analysis.

But beyond the numbers, TRACKS reflects our core belief at Second Stage: that great games deserve great marketing. Our team has decades of experience across game publishing, performance media, and business intelligence, and we’ve used that perspective to create tools that are not just technically robust, but also practical and tailored for the day-to-day realities of game marketing teams.

Whether you’re preparing for an early access drop, running launch campaigns, or tracking long-tail sales performance, TRACKS empowers you to make smarter, faster, and more confident decisions. It’s analytics without the guesswork—built for games, not just websites.

To see how TRACKS can help you unlock the full potential of your game marketing strategy, visit secondstage.io/tracks.