Using Tumblr? Throw a (Analytics) Tag on It!

I admit, I was rather late to jump onto the Tumblr trend. In fact, until this site launched last August, I only visited it when others posted links on Twitter, and still didn’t have an account of my own. Since then, I’m on the site pretty much daily— it’s a great place to re-post my blog articles, and re-blog Chicago and digital marketing-related goods.

Something I just discovered, which came as quite the shock to me, is that unlike most social networks, Tumblr actually allows you to use your own Google Analytics tags to track visitor stats.

Being sort-of a data nerd, I find this muy cool.

Tumblr analytics tagging is quite easy to set up, so for me, there’s no real downside.

Once you set up a new property in Google Analytics, visit your Tumblr homepage, and click the “Customize” button (it will be in the right-hand corner if you’re looking at your blog page)– some themes I’ve seen give you an option to insert your UA code into a designated field; if not, there should be an option for you to edit your HTML.

As with any other site you’d install GA, just look for the opening <‘body’> tag, paste, and you’re done. Personally, I prefer using Google Tag Manager (or another container tag option) for all of the sites I tag, which is what I’m using on my own Tumblr site.

Tumblr Analytics Tagging: Why?

Having visitor data on any site you manage (even on a social platform) is never a bad thing. I find it valuable to see who my audience is, where in the world they are coming from, and what sites are referring them.

Speaking of referrals, if you’re syndicating your blog content to Tumblr, it’s not a bad idea to see how people are coming across your articles. It may set up some potential link opportunities for your blog, or, may even help you track down content scrapers.

As a sidenote, enabling Tumblr analytics tagging with my method (Google Tag Manager) does have a secondary (though potentially against TOS) benefit: the ability to retarget from your Tumblr audience. From what I can tell, Tumblr has no way to block remarketing pixels– however, as I alluded to, this might be against their Terms of Service, so I would check before poppin’ in that additional pixel.

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