diff --git a/src/js/application.js b/src/js/application.js
index 78d4518d..d31e6e3f 100644
--- a/src/js/application.js
+++ b/src/js/application.js
@@ -134,6 +134,9 @@ export class Application {
         /** @type {TypedTrackedState<boolean>} */
         this.trackedIsRenderable = new TrackedState(this.onAppRenderableStateChanged, this);
 
+        /** @type {TypedTrackedState<boolean>} */
+        this.trackedIsPlaying = new TrackedState(this.onAppPlayingStateChanged, this);
+
         // Dimensions
         this.screenWidth = 0;
         this.screenHeight = 0;
@@ -330,6 +333,14 @@ export class Application {
         this.sound.onPageRenderableStateChanged(renderable);
     }
 
+    onAppPlayingStateChanged(playing) {
+        try {
+            this.adProvider.setPlayStatus(playing);
+        } catch (ex) {
+            console.warn("Play status changed");
+        }
+    }
+
     /**
      * Internal before-unload handler
      */
@@ -386,6 +397,7 @@ export class Application {
         }
 
         const currentState = this.stateMgr.getCurrentState();
+        this.trackedIsPlaying.set(currentState && currentState.getIsIngame());
         if (currentState) {
             currentState.onRender(dt);
         }
diff --git a/src/js/core/game_state.js b/src/js/core/game_state.js
index d71d3e52..6f276e99 100644
--- a/src/js/core/game_state.js
+++ b/src/js/core/game_state.js
@@ -229,6 +229,14 @@ export class GameState {
         return MUSIC.menu;
     }
 
+    /**
+     * Should return true if the player is currently ingame
+     * @returns {boolean}
+     */
+    getIsIngame() {
+        return false;
+    }
+
     /**
      * Should return whether to clear the whole body content before entering the state.
      * @returns {boolean}
diff --git a/src/js/game/hud/parts/unlock_notification.js b/src/js/game/hud/parts/unlock_notification.js
index ff09cb4e..ba129f00 100644
--- a/src/js/game/hud/parts/unlock_notification.js
+++ b/src/js/game/hud/parts/unlock_notification.js
@@ -28,6 +28,10 @@ export class HUDUnlockNotification extends BaseHUDPart {
         this.root.app.gameAnalytics.noteMinor("game.started");
     }
 
+    shouldPauseGame() {
+        return !G_IS_STANDALONE && this.visible;
+    }
+
     createElements(parent) {
         this.inputReciever = new InputReceiver("unlock-notification");
 
diff --git a/src/js/platform/ad_provider.js b/src/js/platform/ad_provider.js
index 4aa8949c..6b96768e 100644
--- a/src/js/platform/ad_provider.js
+++ b/src/js/platform/ad_provider.js
@@ -44,4 +44,6 @@ export class AdProviderInterface {
     showVideoAd() {
         return Promise.resolve();
     }
+
+    setPlayStatus(playing) {}
 }
diff --git a/src/js/platform/ad_providers/crazygames.js b/src/js/platform/ad_providers/crazygames.js
index 295a2102..5f70cea4 100644
--- a/src/js/platform/ad_providers/crazygames.js
+++ b/src/js/platform/ad_providers/crazygames.js
@@ -88,4 +88,12 @@ export class CrazygamesAdProvider extends AdProviderInterface {
                 this.app.sound.setSoundVolume(this.app.settings.getSetting("soundVolume"));
             });
     }
+    setPlayStatus(playing) {
+        console.log("crazygames::playing:", playing);
+        if (playing) {
+            this.sdkInstance.gameplayStart();
+        } else {
+            this.sdkInstance.gameplayStop();
+        }
+    }
 }
diff --git a/src/js/states/ingame.js b/src/js/states/ingame.js
index aaf37269..ec410b1a 100644
--- a/src/js/states/ingame.js
+++ b/src/js/states/ingame.js
@@ -203,6 +203,14 @@ export class InGameState extends GameState {
         // do nothing
     }
 
+    getIsIngame() {
+        return (
+            this.stage === GAME_LOADING_STATES.s10_gameRunning &&
+            this.core &&
+            !this.core.root.hud.shouldPauseGame()
+        );
+    }
+
     /**
      * Called when the game somehow failed to initialize. Resets everything to basic state and
      * then goes to the main menu, showing the error
diff --git a/src/js/states/preload.js b/src/js/states/preload.js
index c2e90cb8..00a4e282 100644
--- a/src/js/states/preload.js
+++ b/src/js/states/preload.js
@@ -68,19 +68,27 @@ export class PreloadState extends GameState {
         if (G_IS_STANDALONE && !G_IS_STEAM_DEMO) {
             return;
         }
-        if (!queryParamOptions.campaign) {
-            return;
+        if (queryParamOptions.campaign) {
+            fetch(
+                "https://analytics.shapez.io/campaign/" +
+                    queryParamOptions.campaign +
+                    "?lpurl=nocontent&fbclid=" +
+                    queryParamOptions.fbclid +
+                    "&gclid=" +
+                    queryParamOptions.gclid
+            ).catch(err => {
+                console.warn("Failed to send beacon:", err);
+            });
+        }
+        if (queryParamOptions.embedProvider) {
+            fetch(
+                "https://analytics.shapez.io/campaign/embed_" +
+                    queryParamOptions.embedProvider +
+                    "?lpurl=nocontent"
+            ).catch(err => {
+                console.warn("Failed to send beacon:", err);
+            });
         }
-        fetch(
-            "https://analytics.shapez.io/campaign/" +
-                queryParamOptions.campaign +
-                "?lpurl=nocontent&fbclid=" +
-                queryParamOptions.fbclid +
-                "&gclid=" +
-                queryParamOptions.gclid
-        ).catch(err => {
-            console.warn("Failed to send beacon:", err);
-        });
     }
 
     onLeave() {