Blogging News: First Tumblr Analytics Dashboard Launches to Brands

By Rob Scott
December 4, 2012

Union Metrics recently launched the first analytics dashboard endorsed by blogging platform Tumblr.
“With Tumblr’s endorsement, it’s the next step for third-party developers to create new experiences for Tumblr users, as well as for the brands that are making money using the platform,” reports Digital Trends.
During the two month beta period, Union Metrics tested the analytics among 150 brands, companies and agencies. The company also has a Twitter analytics dashboard called TweetReach.
“The analytics service has been upgraded with brand new features including ad-hoc filtering and lists, which can track any blog or topic on Tumblr,” notes the post. “The platform, according to Union Metrics, is robust and tracks how posts are performing, the conversations around certain topics, as well as other features.”
The service will be offered at three tiers: $499 per month, $999 per month, or a negotiable fee for enterprise users.
“Tumblr is banking on third-party developers to nurture a community for the brand side of the platform,” writes Digital Trends. “With two advertising products to boot, including Tumblr Radar and Tumblr Spotlight, and a ‘Highlight’ feature to pin posts to the top of a follower’s feed for a small fee, this is where most of Tumblr’s revenue is coming from.”
“But judging from David Karp’s Uncubed panel from a couple of weeks ago, Tumblr is more concerned at this point with attracting a larger audience — especially brands.”

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