Marketing Measurement

Gamesight's Marketing Measurement suite enables you to measure the effectiveness of your advertising for PC & Console games through reliable attribution. This guide will give you an introduction to how our marketing measurement system works and the kind of insights that it can provide.

Why Gamesight?

• Gamesight allows you to measure direct ROI on all of your digital marketing spending. Learn what works and what doesn't so you can do more of what works.
• Gamesight brings display, social, influencer, and affiliate all into one dashboard so they can be easily compared.
• We integrate with over 80 different networks to ensure every marketing dollar you spend is trackable.
• Gamesight works with Steam, Epic Game Store, XBOX One/X, PS4/PS5, Nintendo Switch, and more. We also have cross-platform reporting for games distributed on multiple platforms.
• Marketing attribution for PC & console games is complicated. Whether your game is free-to-play, premium, or supported by DLCs we've got you covered. Our measurement can tie in-game spending to marketing spend no matter how your game monetizes.

Want to know more? Check out our Use Cases for more ways that Gamesight can help your game.

System Overview

Gamesight's measurement platform integrates all of your marketing data into a single platform. By combining marketing, social, identity, and in-game data in our attribution engine we create a holistic view of interactions driven by your marketing efforts - using the best measurement technique for each user flow.

Gamesight will then enable you to dive deep into these metrics with our built in reporting and integrations enabling real-time optimization, audience segmentation, and much more.

Concepts

There are a few primary concepts that the Marketing Measurement system uses to model your marketing campaign's success.

Touchpoints are records of the interactions that a user has with one of your marketing campaigns. This may include actions such as clicking on a banner ad, opening a marketing email, or following a referral link from an influencer.

Events are actions that a user takes either in-game or on one of your owned properties. This may include buying your game, completing in-game purchases, playing matches, signing up for an email list, creating a community account, or a host of other actions.

Goals are specific Events or combinations of Events that you are trying to drive users to complete. This may include buying your game, first match completed, user reactivation, or any other combination of events.

The above diagram shows an overview of the data flow for the Marketing Measurement platform. It occurs in the following four stages:

1. The Marketing Measurement Platform takes in all of the Events from your Game, Marketing Site, and Community along with the Touchpoints from your various marketing campaigns.

2. The Events are checked to see if they match the triggers for and of your game's Goals.

3. Any triggered Goals are then attributed to matching Touchpoints for the user.

4. The attributed Events are then sent along to our reporting processes to provide insights like which marketing campaigns drove the most installs.

Measuring Events

We provide two different methods for ingesting Events on the Gamesight platform:

1. Measurement REST API is a general purpose tool designed to be integrated in various backend systems. This API can be used in game servers or BI systems to record particular actions that a player is taking.

2. Web Measurement SDK is a tool to help with integrating event measurement and identity maps on your marketing website or any other web-based flows.

📘

For technical information about how both of these solutions work please refer to the Event Measurement Overview page. Our Use Case guides provide great examples on how to use these tools to measure your user flows.

Measuring Touchpoints

Touchpoints are measured using Trackers. Each Tracker has its own specialized tracking link and pixel enabling you to measure when users click on or see one of your marketing campaigns.

Trackers also let you differentiate between Touchpoints from your different campaigns and provide you with a flexible tool enabling you to accurately model the structure of your marketing campaigns.

In the image above you can see an example Tracker Hierarchy showing two different marketing campaigns being run on Facebook:

1. A Game Launch campaign composed of two targeting groups and three different creatives

2. A Boosted Post campaign containing a Tracker for a single post being promoted

While the structure of your Tracker Hierarchy entirely is up to you, we do have some recommendations to ensure that you get as much value as possible from your reports. You can find our advice in the Tracker Organization Best Practices guide.