This article breaks down the two key components of Turtl’s intent data capabilities: providing Intent Data, including Engagement Score and Topics, and syncing Turtl events with your CRM through a Custom Events Tracking Script.
Intent Data: Engagement Score & Topics
Engagement Score
The Engagement Score in Turtl is a calculated metric that captures the depth of interaction a reader has with your Turtl Doc, measured on both content and reader levels. It considers time spent in content, the percentage of content consumed, and document events, that is, interactions with dynamic elements in content.
Topics
Turtl now allows you to track Topics, which reveals which content themes a reader was most engaged with through different chapters of a Doc - helping you surface specific interests and buying intent.
To start tracking Topics, please set up your topics of content in your account settings and tag the relevant topics to your documents.
This level of insight is powerful for:
Lead scoring in your CRM
Personalizing follow-ups from marketing or sales
Triggering automations based on topic interest or score thresholds
Sending Turtl Intent Data to CRMs
Turtl can push both Engagement Score and Topics data directly into Hubspot to power lead nurturing and sales workflows. The instructions to other CRMs, including Marketo, Eloqua, and Account Engagement (Pardot) will soon be available.
Note: This feature is available if you are on our Grow or Scale plans and require the HubSpot Integration to be set up. For customers with an existing Hubspot integration, contact Support to activate this feature on your account.
Below are some examples of how pushing Intent Data to your Hubspot can help you set up Turtl-specific workflows.
Contact List Example
Using the Engagement Score and Topic data, you can build segmented lists in HubSpot, such as:
Contacts with an engagement score > 70
Contacts who viewed topics related to “Product X”
Workflow Example
Once this data is flowing, you can create automation workflows like:
High engagement score → Add to MQL list → Trigger sales outreach
Interest in Topic Y → Enroll in drip campaign specific to Topic Y
Sending Turtl Custom Events Data to your CRM
Custom Events
Turtl's analytics uses an events-based system, so whenever a reader takes an action within a doc, a corresponding event is emitted. Turtl custom events tracking script is used to capture very specific interactions within Turtl Docs (e.g., form submissions, clicks on CTAs, downloads) and send that data to your CRM or automation tools. At the same time, many CRMs provide a CRM tracking script that can be embedded in your Turtl Docs to send default reader activities, which are defined by what those tracking scripts allow.
This level of granularity helps:
Enrich lead profiles with intent signals
Trigger advanced workflows based on specific in-doc behaviours
Attribute content actions to revenue outcomes more accurately
Turtl Custom Events Tracking Script
The following actions in a Turtl doc trigger an event, which can then be sent to your CRM through an integration.
Chapter page turn
Page turn
Read Doc X minutes(s)
Enter chapter
Leave chapter
Logo click
Contents menu click
Download the PDF version
Open fullscreen
Link click
Lead capture form submission
Personalization form submission
Poll submission
Share button click - email | Facebook | X | Linkedin |Xing
View chart
View image
View map
View PDF
Watch video
Listen to audio
View Matterport tour
Sending Turtl Custom Events to CRMs
Turtl supports custom event tracking for various CRMs. Use the following resources to connect your system:
CRM Default Tracking Script
You can add a default CRM tracking script to your Turtl Doc(s) to send reader activity, e.g. Turtl page visits, to a CRM of your choice - we currently support tracking scripts for:
Other client-side scripts
Tracking codes can be applied from other external services to your Turtl Docs to gain deeper insights:
Summary
Feature | Use Case | CRM Integration |
Engagement Score | Lead scoring, intent modelling |
|
Topics | Personalization, audience segmentation |
|
Sending Intent Data to CRM | Lead nurturing, automation workflow | Hubspot (soon Marketo, Oracle, Eloqua, Account Engagement (Pardot)) |
Custom Events | Trigger workflows, enrich CRM records | HubSpot, Marketo, Oracle, Eloqua, Account Engagement (Pardot) |
Note: Need help with setup? Contact support or speak with your Customer Success Manager.