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

Accessing the Turtl Doc dashboard

Navigate to the Team or Workspace Doc listing page and click on the down arrow to expand the options menu for your Doc, then select Analytics.

Navigating the Doc dashboard

The dashboard is split into 4 tabs: Content, Audience, Personalization and Benchmarks. You can navigate between these near the top of the dashboard.

There are filters at the top of the dashboard to select from. The available filters vary between the tabs and any you will see any unavailable filters greyed out. By default, you can see one row of filters, but simply click on the "Show all filters" on the top right of the filters to show all filters available.

Throughout the dashboard, you’re also able to see comparisons that show how metrics have changed over time. You can view these comparisons as either:

Compared to the previous period - this is the same timeframe prior e.g. if you’re currently filtered on data from the last 30 days, the comparison would be vs the previous 30 days.
Compared to last year - this is the same period last year e.g. if you’re currently filtered on the last 30 days, the comparison would be vs the same 30 day period last year.

First switch on comparisons using the toggle to the right of the tab titles. To change how the comparisons are calculated, use the dropdown once enabled.

Comparison metrics show the difference in percentage by default, but simply hover over any comparison metrics to see the absolute difference.

Using tables in the dashboard

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.

Notes:

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.

Content tab

The content tab is where to go to view high level metrics about your Doc, as well as deep dive into data about your sources, locations, devices, page performance and interactions.

Filters

You can filter the data in the following ways by using the dropdown menus at the top of the page:

Timeframe (defaults to last 30 days)
Source
Device
Country
UTM tags

Note: The time filter allows you to select "Since last publish date".

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

Key metrics

The below key metrics are available on content tab:

Engagement score - of your Doc. See the calculation in the key metrics tab of this Doc.
Reads
Readers
Total read time
Shares
Bounce rate
Avg. % of Doc read

Engagement score

A score available on content and readers, calculated using three main normalized components:

Duration of time spent in content: Log-normalized time spent per page
% of Docs read: Adjusted ratio of pages read vs total pages
Document Events Emitted: Log-normalized number of events per page read

The engagement score = sum of the above components * 100

Overview graph

The overview graph shows a line for reads over the filtered time period, as well as a line showing reads for the comparison period and markers to show publish dates. Hover over the graph on a particular date to see the specific numbers for that date.

Table view

There is a table that goes into more detail on your sources, locations and devices. Use the dropdown to the top left of the table to switch between views.

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.

The below metrics/columns are available:

Engagement score
Avg. read time
Reads
Readers
Sign-ups
Shares
Bounce rate
Avg % of Doc read
PDF downloads
Last read - the date there was last a read from each source/device/location (even if it wasn’t within the current timeframe filter)

Page performance

Here you can find the analytics details of your Chapters and Content page groups - which are working well, and which might need some improvement.

The Chapter rows will show the total analytics for that Chapter.
The page group rows will show the total analytics for each of the page groups.

You can click on the Chapter to expand or collapse it so you don’t need to see every page group in your Doc at once.

Note: Data for page groups is available from June 13th 2024, when the feature was introduced.

Reads: Number of times the Title page was read.
Sign-ups: The 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 the Poll or Quotation widgets or from the top of the Title page. (Tip: Hover over the shares with your mouse to see where the shares were made.)
Avg: Title page time: On average, how long did the readers spend on the Title 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 Title pages to find a chapter they want to read.)
Avg. Content page time: On average how long your readers spend within the Content pages for that Chapter.
Doc CTR: The percentage of the total Doc readers that read each chapter or page group. In the screenshot above, the 1231 people who read "Chapter 1" represent 5% of total Doc readers. 3% of total Doc readers have read the "Page group 1"
Chapter CTR: The percentage of the total Chapter readers that reach the Content pages or a specific page group within it. In the screenshot above, this would mean 70% percent of "Chapter 1" readers also read the Content pages. 55% of Chapter readers also read "Page group 1".

Note: Analytics are on the page group not the pages themselves. This means that if existing content is split into new page groups, analytics will only start collecting after the page groups have been added.

If an already active Doc has new page groups added and the Doc is published again, you will see a flag next to the page group. The flag will only show if the timeframe filter on the analytics includes time prior to the page group existing.

Interactions

The interactions table has the following information available:

Title
Page
Type
Shares
Clicks
Avg. Time
Interaction rate - % of the Doc readers that interacted with each element
Link - the url the element is linked to e.g. video url, website url.

Audience tab

The audience tab is where to go to view data about the readers of your Docs as well as dive into individual reader behaviour.

Filters

You can filter the data in the following ways by using the dropdown menus at the top of the page:

Timeframe (defaults to last 30 days)
Source
Device
Country
UTM tags
Readers - known / unknown

Key metrics

The below key metrics are available on audience tab:

Avg. engagement score - the avg. engagement score of your readers. See calculation in the key metrics tab of this document.
Known readers - the number of identified readers of your content
Readers - the number of anonymous readers of your content
Returning readers - the number of readers that had 2 or more reads
Signups
Avg. reads - the average amount of reads per reader
Avg. read time

Overview graph

The overview graph shows a line for known readers and unknown readers over the filtered time period. You can also see a vertical line showing dates with signups. Hover over the graph on a particular date to see the specific numbers for that date.

Reader segments

This bar chart shows a visual representation of the amount of readers in the below segments, split into both known and unknown readers:

Unique - total number of unique readers
Returning - readers that had more than 1 read

Hover over any of the bars to see the total number of known and unknown readers in each segment.

Table of readers

The readers table shows all readers (both known and unknown, unless filtered) and associated information and metrics. Information available includes:

Engagement score
Topics - See the topics the reader has been engaging with. Docs need to be tagged with topics in order to make use of this functionality. If there is more than one topic, hover over the topics column to see other topics.
Source - if known reader
Store - if known reader
Total read time
Reads
Shares
Avg % of Doc read
Last seen - the the reader last read the Doc (even if it wasn’t within the current timeframe filter)

Personalization tab

The personalization tab is where to go to view data across all your personalizations, as well as dive into the performance across top base docs, personalizers and personalizations.

Filters

You can filter the data in the following ways by using the dropdown menus at the top of the page:

Timeframe (defaults to last 30 days)
Source
Device
Country
UTM tags
Personalized by - this refers to who created the personalization
Personalization type - Self-service / Public / Batch / Automated
Personalization has analytics - Yes/No

Key metrics

The below key metrics are available on the personalization tab:

Personalizations created - total number of personalizations created within filters
Personalizations read - personalizations with at least one read
Avg. Read Time
Readers
Total read time - across all personalizations
Shares
Bounce rate

Table of personalizations

The table shows all personalizations and includes the following information/metrics:

Last read - the date each personalization was last read (even if it wasn’t within the current timeframe filter)
Created - the date the personalization was created (even if it wasn’t within the current timeframe filter)
Avg. read time
Reads
Readers
Sign-ups
Shares
Bounce rate
PDF downloads