In the world of PC and console game marketing, content creators—streamers—have become one of the most powerful drivers of awareness and interest. But while their creative impact is undeniable, the ability to quantify their value remains a challenge. What actually happens after someone clicks a link in a YouTube pinned comment or a Twitch description? How many viewers move beyond the watch and actually wishlist, install, or buy in game items?
This is where TRACKS changes the game. Designed specifically for PC and console titles, TRACKS gives publishers and studios the ability to track content creator-driven traffic end-to-end, connecting creator content to wishlist growth, storefront visits, installs, and even post-install events. And it does so without asking creators to alter their formats or adopt complex integrations.
One of the most powerful tools in this ecosystem is the branded url—something as simple as a custom shortlink placed in a YouTube pinned comment. With that link, TRACKS can capture session-level UTM data and attribution information from viewers who engage with the content. When a viewer clicks through, TRACKS logs the session source, ties it to the media campaign and creator identity, and tracks downstream actions via its web analytics and Measurement API.
This means that what starts as a YouTube view can be followed all the way through to a Steam wishlist, a PlayStation install, or even a DLC purchase—depending on how TRACKS is integrated. By embedding a lightweight JavaScript snippet on the landing page and syncing with storefront analytics like Steam UTM and GA4, TRACKS creates a seamless view of the user journey. The branded link serves as the origin point, and the platform connects the rest.
For publishers, this level of insight is critical. Instead of just reporting impressions or estimated reach, they can now understand which content creators are actually driving game discovery and conversion, across each storefront. They can differentiate between creators who bring visibility and those who generate wishlist momentum, purchases, or in-game activity. And because TRACKS supports multi-touch attribution and modeled uplift, studios can even account for longer decision-making windows and indirect influence—a common trait of creator-driven media.
Beyond attribution, TRACKS also enables ongoing optimisation. Studios can test different CTA placements—like top-of-description links versus pinned comments—and see which format yields better conversion rates. They can segment creator performance by geography, storefront, or game lifecycle stage, and adjust content creator strategies accordingly. Because all tracked events flow into a single dashboard, including post-install data when integrated, marketers no longer have to make blind decisions based on views alone.
This isn’t just about attribution—it’s about understanding the real business value of content creator partnerships. TRACKS empowers studios to see content creators as more than just awareness vehicles. With the right setup, they become measurable, performance-driven channels in a broader campaign mix.
As creator marketing continues to evolve, the tools used to measure it must evolve too. TRACKS provides the bridge between content and conversion, giving publishers the data they need to invest smarter, scale faster, and give credit where credit is due—even when it starts with a simple pinned comment on a YouTube video.
Learn more about TRACKS and content creator attribution at secondstage.io/tracks.
