Valve will stop using Google Analytics for Steam traffic reporting due to concerns over customer privacy.

Until now, Valve relied on Google Analytics for measuring traffic sources to Steam store pages and sharing that information with game developers/publishers. However, Google is switching from using Universal Analytics to a new system called Google Analytics 4 (GA4) from July.

Valve is clearly not a fan of GA4 and explained that, "as time has gone on we’ve come to realize that Google’s tracking solutions don't align well with our approach to customer privacy." Instead of migrating over to GA4, Valve will build "the most useful parts of aggregated reporting" into Steam itself.

Valve will continue to not share personally identifiable information as part of its traffic reporting, and doesn't collect demographic information such as age, gender, or race. The traffic reporting will be updated, though, to include the most-requested additions such as geographic breakdown of visitors to a store page. Steam will also share more detail about which websites sent traffic to store pages.

Steam's Urchin Tracking Module (UTM), which is used to track specific links within marketing campaigns, is being improved. Reporting will soon start more quickly (within 24 hours), will include geographic breakdowns, device type used to follow the links, and whether a user is new or returning. Valve is also promising increased tracking percentages so developers/publishers know when a UTM link has resulted in a completed transaction.

Steam users are sure to be happy that Valve is taking action to protect their privacy, just as they'll be happy to see 90-minute free trials being introduced for select titles. What may be less popular is the decision to drop support for Windows 7 and Windows 8 users, but at least they have until next year to upgrade their gaming PC or invest in a Steam Deck.