Turtl Doc analytics dashboard

Learn how to review the performance of a single Turtl Doc

Dominic Adams avatar
Written by Dominic Adams
Updated over a week ago

Use the Turtl Doc dashboard to find out more about one of your Docs, such as the number of reads, shares, and sign-ups.

This article will cover the following topics:

Accessing the Turtl Doc dashboard

Navigate to the main Doc listing page and use the options menu for your Doc to select Analytics.


Use the filters at the top of the page to filter your analytics by:

  • Time

  • Source

  • Device

  • Location

  • UTM Tags (if you used them)

  • Created by - this refers to creators of personalizations (if applicable)


-The time filter allows you to select 'Sincee last publish date'.

- If you think your analytics data looks incorrect, remember to check if you have any filters already applied and clear them by clicking on each filter individually.


The overview provides the headline metrics for your Turtl Docs such as reads, readers, shares, and average read time. A line graph of reads and a bar chart of leads over time provides you with a visual aid to see how your Doc is performing. Timestamps will show when the Doc was first published and then subsequently updated and published again.

Hover over the graph to view metrics for specific dates. You can learn more about what these metrics mean in our metrics guide here.


-Users who are logged into Turtl won’t be counted in any of the analytics. If you need to test whether your analytics are pulling through as expected, use an incognito tab in your browser. Please also allow up to 5 minutes for your dashboards to update with the most recent data.

-If you copy a Doc then the analytics will be reset in the copied version.

Reads by source, device, and location

This section allows you to see how your readers are accessing your Doc for the filter that you applied at the top of the page, for example, you might want to see:

Source: See how people opened your content. Did they open your Doc from a direct link (for example from an email) or did they come from your website or a social network? Using this data can help you decide where to promote your Doc to gain more readers.

We detect the source through the HTTP request sent by the user landing on Turtl Doc to our server. See our article on the source metric for more details.

Device: See what devices people are using to read your Turtl Doc. This is split between desktop, mobile, and tablet. While Turtl content is responsive and optimized for various devices, it is still useful to monitor what readers are using to access your content. For example, are readers coming from your website using desktop, and readers from social channels using mobile? Understanding this could let you know whether you need to put more attention on your mobile versions, for example.

We detect the device type through the HTTP request sent by the user landing on Turtl Doc to our server.

Location: See where your readers are located physically - understanding the location of your audience is important for tailoring your content. You will be able to see if your content is making an impact in the intended market, but the data could also inform decisions on targeting other regions.

We detect the location through IPs. We use the GEOIP2 database to convert IPs to geolocation.

Page performance

Here you can find out the details of your chapters. Which are working well, and which might need some improvement. The table provides you with a list of each of the Surf page headings and the following chapter data for each;

  • Reads: number of times the Surf page was read. 

  • Sign-ups: number of sign-ups generated from that chapter (you will only see sign-ups from chapters other than the back page if you gated your content).

  • Shares: shares generated from that chapter via Immerse widgets or from the top of the Surf page. (Tip: hover over the shares with your mouse to see where the shares were made).

  • Avg: Surf Time: on average, how long did the readers spend on the Surf page before taking an action? Tip: these should be as short as possible, showing your headings are easy to read which allows your readers to move quickly through your Surf pages to find a chapter they want to read.

  • CTR (Click-through rate): the percentage of readers from the Surf page who clicked into the Immerse level. In the example above 13 people saw Surf page 3 and 46% of those clicked through to read the Immerse page beneath for an average time of 4 minutes 17 seconds.

  • Avg. Immerse Time: On average how long your readers spent within the Immerse section for that chapter.


Use the data in this section to understand how your readers interact with your content's various elements. For example, see how many times an image has been clicked, a URL has been clicked, or a video has been watched.

  • Polls - hover over the "Results" button to view the results of your poll. You can also see how many people have answered under "clicks" and the number of times the poll was shared on social media under the "shares" column.

  • Quotes - see how many social shares happened for each quote and hover over the share number to find out which social media sites were used.

  • Links - how many clicks on URL links.

  • Videos - number of views and average view time.

  • Images - number of views and average view time.

  • Clicks - the number of times a reader has interacted with an element of your Doc e.g. a link, an image, a video, a poll, etc. Also, see Interaction score.

Tip: Make sure you label your Immerse widgets so you can identify them easily within the analytics.


This section shows you a thorough breakdown of all of the Personalizations that have been created using this master Doc. This analytics will show you a total of Readers, Interactions, Sign-ups and how many times the PDF has been downloaded, Average read time and bounce rate.

  • Reads: number of times the Personalization was read.

  • Interactions: total number of times the Doc was interacted with.

  • Readers - total number of unique readers who have read the Personalized Doc.

  • Sign-ups: number of sign-ups generated from that personalization.

  • PDF Downloads: how many times the PDF was downloaded from the personalized Doc.

  • Shares: total shares generated from your personalization.

  • Avg: Read Time: on average, how long did the readers spend on the Personalization page before taking an action.

  • Bounce rate: the total number of times the Personalized Doc was opened and the reader didn't explore beyond the first page.

Note: Personalizations must have at least 1 read to be displayed in the Personalizations section.

Known readers

Note: Known readers feature is available on our Professional plan. Please chat to support@turtl.co or your customer success manager if you would like to add this feature.

This section allows you to see a list of known readers, how many times they've read the Doc, and for how long. The reader must have completed an action for us to know who they are, for example, they must have completed a lead capture form, received a personalized URL, completed 2 factor authentication to read the Doc, or were trackable through a CRM integration. Learn how to get known individualized reader analytics here.

Tip: You can click on a known reader link to access this reader's individual reader dashboard.

Source: See how the reader became a known reader. There are multiple source possibilities.

  • Signup: The reader submitted a lead capture form on your Doc.

  • URL: The reader opened the Doc through a personalized URL.

  • Authentication: The reader might have logged into your company SSO or have accessed a Doc that is only available to specific email domains. You can learn more about controlling Doc access settings here.

  • Unknown: If you have added a custom form to your Doc, you need a suitable integration in place in order for Turtl to access this data and report it in the dashboard. To find out more about configuring specific integrations check out our integrations articles here.

Store: This is where your Known reader information is stored. If your CRM is integrated with your Turtl account, you will see your CRM in this column. Otherwise, you will see Turtl as the store. If the store is Internal this means the reader had access to the Doc either through SSO or email authentication (when this occurs the source will show as Authentication).

Reads: See the number of times this reader has read your Doc. A read is classified as any movement past the cover page.

Shares: See the number of times this reader has shared your Doc.

Total Read Time: See how long the reader has read your Doc. This will be the total sum of all the times they read this particular Doc. You may see this in seconds [s], milliseconds [ms], or a more human-readable time that varies depending on the amount of time spent.

Downloading your analytics

There are two reports that you can download from your dashboards using the Download button on the top right of the dashboard, an Overview report and a Reads report with more metrics available.

To find out more about the Overview report click here, or the Reads report here.

Next steps

Learn how your Doc performs against industry standards, other Docs on your Team, or all existing Turtl Docs.

Check out Turtl's Team dashboard and Reader dashboard.

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