Your free dashboard tracks the daily wishlist trend and the public Steam UTM split. Total Lift Attribution uses your Steamworks “Wishlists by day” CSV to back out the ~75% of campaign-driven wishlists Steam’s UTM dashboard misses — per campaign, per day, with the recovered baseline math you can paste into your post-mortem.
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Steam’s built-in UTM dashboard counts a wishlist as campaign-attributed only when the user clicked your campaign link AND completed the wishlist add in the same session. Real users, especially indie game buyers, rarely behave that way: they discover via your campaign, leave, come back later, then add to wishlist. Steam attributes those to direct / none.
Total Lift Attribution uses your “Wishlists by day” CSV (the one Steamworks gives you) against a 14-day median baseline to back out the actual per-campaign lift — including the late-returning users Steam loses. In our internal benchmarks, this typically recovers ~75% more campaign-attributable wishlists than the Steam UTM count alone. That changes your true CPW from “the Steam dashboard says $16.67” to “the math says $5.15” on a $500 streamer test — a 69% delta vs what Steam reports.
For an indie launch with $5K-$50K of marketing spend on the line, that’s the difference between calling a campaign a flop and doubling down on it.