Valve has decided to update the Steam traffic tracking system for game developers after reviewing privacy issues with Google Analytics, the most widely used tool for accessing such data. Instead, developers looking to monitor their games’ statistics will have to use Steam‘s own built-in traffic reporting tools. In a blog post on Steam, Valve addresses the future of traffic reporting on Steam, starting off by stating that new Steamworks tools are underway to help developers better understand their store traffic. It cites conflict of user privacy as their reason for the built-in tools. Writing that its features are all “built with player privacy in mind” and that “Steam will continue to not share personally identifiable information,” Valve goes on to specify its problem with Google’s tracking solutions. It states that they “don’t align well with our approach to customer privacy.” but provides no further information on what the specific privacy issues are. Instead, Valve opts to discuss its own systems. It confirms that Steam will continue to not gather demographic details from users, whether these have to do with “age, gender, or race.” Steam’s built-in tracking will also face various updates, from increased tracking percentages to geographic breakdowns showing page visitor location.