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Tumblr may be beloved by creative agencies, but good luck giving clients evidence how all those cat GIFs translate into raising brand awareness. Until now. On Thursday Tumblr named Union Metrics as its preferred third-party analytics tool, making it the first social analytics firm to receive the microblogging site’s blessing to track and analyze content across the platform.
Previously if brands and agencies wanted to track their Tumblr performance, they were reduced to workarounds like adding their blogs to Google Analytics, which could ham-handedly measure site traffic but not Tumblr-specific metrics like reblogs or likes.