Turtl Glossary

A feature and terminology guide for all things Turtl

Nastja Sodin avatar
Written by Nastja Sodin
Updated over a week ago

Let's take a look at the key terminology you need to know to get going with Turtl.


This is the name of your dedicated company login page and is often the same as your company name, or similar. You access your Turtl account by navigating to https://{TenantName}.turtl.co.


Teams live within a Tenant and allow different business units, functions, and groups within your organization to use Turtl side-by-side while maintaining full control over their own subscription.

The Turtl Engine

Where the magic happens! The core processing engine of the Turtl platform combines content created in the Creation Studio with an applicable Theme and performs any Document Automation, applying customization from the Personalization Engine, to publish a unique Turtl Doc in real time. The Turtl Engine also captures detailed reader metrics for the Analytics Engine.

Turtl Doc

The name we give to a piece of content produced in Turtl. A Turtl Doc is an experience made up of pages. These are known as Surf pages and Immerse pages.

Surf page

A page that introduces a section of content in an impactful manner, often using large visuals. This page usually contains a ‘Read On’ button which takes your reader to the corresponding Immerse pages. Find out about Surf page best practices here.

Immerse pages

One or more pages that contain your main content and form the body of a given section. Immerse pages sit beneath an introductory Surf page and may contain several pages of text, images, and other media. Readers navigate from the Surf page to the Immerse pages by clicking the ‘Read On’ button.

Cover page

The first Surf page of your Turtl Doc. The cover is the one page that shouldn’t have an Immerse level and encourages your reader to explore the full Turtl Doc.


The combination of a single Surf page and the Immerse pages that sit beneath it. Chapters divide your Turtl Doc up into interesting pieces of content, covering different topics.


Workspaces are ways of organizing your content. A Workspace is a folder containing Turtl Docs you want to group, for example, you might make a ‘Case studies’ Workspace or an ‘Internal’ Workspace. Find out about Workspace organization.

Each Workspace has its own defined set of users with their Roles, assigned by the admin user who creates the Workspace. For example, you might be a Reviewer in a 'Marketing' Workspace and an editor in a 'Product' Workspace.


A unique style is automatically applied to each Turtl Doc that you produce, incorporating approved brand assets, logos, fonts, and colors. Find out more about the differences between Standard vs. Custom Brand Themes.


A pre-defined Turtl Doc structure to deliver a specific experience, (for example a report, whitepaper, or proposal), which can be used instead of creating a new Turtl Doc from scratch. The option to start from a specific template appears when you click ‘Create new’. (Currently manually released for some customers, looking into releasing it for all). Find out how to create templates.


Labels allow Turtl Doc Workspace users to tag relevant Turtl Docs to make it easier to search for and find specific content. Any Turtl Doc can have multiple labels. Simply click on the edit drop-down menu for a Turtl Doc and select 'Labels' to select which tags should apply. Only Admin users can create and edit the possible labels, using the 'Labels' option in the Settings menu. Read more here.

All Turtl Docs

The list of all the Turtl Docs produced by your team across all the Workspaces you have access to. Navigate to this list using the sidebar in the app, and search and filter the list using the dropdown menus at the top.

My Turtl Docs

The list of all of the individual Turtl Docs you have created.

Creation Studio

A cloud software app where you edit and build your Turtl experience. Click the edit button next to a Turtl Doc in the Turtl Docs list to enter the editor. Alternatively, open the Turtl Doc that you want to edit, and select the edit button from the top toolbar.

The Creation Studio enables the creation and editing of both Surf Pages and Immerse Pages, with contextual interfaces for each. For example, navigate to an Immerse page and click the ‘edit content’ button to work on your Immerse page. Read more about the Creation Studio here.


A widget is an element that you can add to your Immerse pages to make them more engaging or interactive. Turtl widgets include images, videos, charts, feature boxes, and maps. In the editor, you’ll find your widgets listed on the left-hand side. Read more about Widgets here.

Surf Outline

A thumbnail outline of your Surf pages is displayed at the bottom of the studio. The Surf Outline view allows you to change the order of your sections, add in Surf pages (using the plus icon), or delete sections chapters (using the trash icon). Click the three dots on any individual thumbnail to copy and paste sections or to include an existing Turtl Doc within this Surf Outline.

Immerse Outline

To access the Immerse Outline, simply toggle the Immerse Outline Icon while editing a Doc. You'll find this icon located at the top right of the editor interface. Once enabled, you'll see a row of thumbnails at the bottom of the screen, representing each page within that section. This sequence of thumbnails forms your Immerse outline. In the Immerse Outline view, you can rearrange page order, insert new Immerse pages (via the plus icon), or remove pages (via the trash icon). Click the three dots on any thumbnail to access options for copying and pasting pages or splitting page groups. For further details on the Immerse Outline, click here.

Immerse page groups

Immerse page groups are grouped within the Immerse level, allowing you to move them collectively for easier bulk content management. Each page group can be customized with its own column layout and background color. Any Immerse pages added after the initial page used to create the group will also be included within it.


While the Content Studio allows you to assemble different elements of content in any logically spaced horizontal and vertical layout, the pinning feature allows you to fix Immerse page elements in place. This means that text naturally flows around the pinned elements. Read more about Pinning here.

Back Cover

Every Turtl Doc has a Back Cover. Can be customized with different images just like a Surf page. Users can also change the color of the back cover using a color picker, this is only shown in themes that have back cover styles defined.

The Back Cover can also be customized to include social media sharing links and/or email signup forms.


Bookmarks allow you to link to specific places within your Immerse pages. Highlight the content you want to link to and click the bookmark icon in the Creation Studio. Read more about Bookmarks here.

Approval Workflow

A flexible collaboration framework enforced in the Creation Studio according to user Roles, to enable permitted users to create, edit, and comment on Turtl Docs, including adding or replying to and resolving comments. After a workflow, only certain designated users may publish a Turtl Doc.

Nested Turtl Docs

Embed an entire existing Turtl Doc into a new Turtl Doc. Click the three dots on a Surf page in the Outline view of the Creation Studio and select ‘Include Turtl Doc’ to embed a pre-existing Turtl Doc into your content. Read more here.

Analytics Engine

Where all your Turtl Doc data is collected and presented through various dashboards and reports. Use the analytics engine to analyze the performance of your Turtl Docs and improve your results next time.

Team dashboard

The team dashboard provides you with insights from across all published Turtl Docs in your team's account and Workspaces. This is the main dashboard you see when you click ‘Home’ in the Turtl app. Read more about the dashboard here.

Turtl Doc dashboard

Your Turtl Doc dashboard offers the same top-level metrics as your team dashboard, but the data is specific to a given Turtl Doc. Instead of breaking information down by a list of Turtl Docs, you'll have a list of each section in the selected Turtl Doc, with its metrics.

Click on a specific Turtl Doc in your team dashboard, or click the analytics icon in a specific Turtl Doc to view the individual Doc dashboard that applies to it. Read more about the dashboard here.

Reader dashboard

This dashboard provides insights into all recognizable reader sessions. This dashboard shows you the various Turtl Docs the individual has read and their specific metrics.

Note: To see the Known Reader dashboard, you need to set up an integration and follow specific steps. Read more about the dashboard here.

Known reader

Known Readers are readers that Turtl recognizes. A reader is identifiable if they filled out a form or are in your CRM and have navigated to the content from a URL that has the relevant CRM tag appended to it. Your known readers appear at the end of your analytics page, where clicking on their names or identifiers takes you to the known reader dashboard.


The total number of times a Turtl Doc was opened and the reader explored beyond the first page. If they don’t turn the first page or leave the Doc straight away, they are counted as a bounce.


The total number of unique readers who have read a Doc. A reader is defined as someone who has opened the Doc and then taken action. This could be clicking on the next page or the 'Read on' button.

Unique Visitors

Anyone who opens a Turtl Doc, regardless of whether they take any action or not.


The total number of readers who filled out a lead capture form within a Turtl Doc. This can be a default Turtl data capture form or an entry form integrated directly into your CRM. Forms can be added to Immerse pages or the back cover of a Turtl Doc.


The total number of times a Turtl Doc is shared by a reader using the share buttons from directly within the content. Instances where a Turtl Doc is shared manually, independent of the Turtl, are not tracked. For example, someone sharing the content directly on Twitter.

Bounce rate

The percentage of reads where the reader opened and closed a Turtl Doc but did not take any action e.g. turning the first page.

Average read time

The average time each reader spends in a Turtl Doc.

Average Surf time

On average, how long do your readers spend on the Surf page of a Turtl Doc before taking action - for example, navigating into the Immerse pages or turning to the next section?

Average Immerse time

On average, how long do your readers spend within the Immerse pages for that section?

CTR (Click-through rate)

The percentage of readers from the Surf page who clicked into the corresponding Immerse pages.

Reads by Source

See how people opened your content. For example, did they click a link on a Turtl Doc link directly (for example from an email), or did they come from your website or a social network?

Reads by Device

See which devices people are using to read your Turtl Docs. This is split between desktop, mobile, and tablet.

Reads by Location

See which country your readers are located in.


How your readers are engaging with specific elements of your Immerse content. For example, see how many times an image has been clicked or a video has been watched.


The number of times a reader has interacted with an element of your Doc e.g. a link.

Known Readers - Source

See how the reader became a known reader. This could be from signup through a lead capture form, from opening the Doc through a personalized URL, or through authentication e.g. from logging into your team SSO or accessing a Doc that is only available to specific email domains.

Known Readers - 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).

Known Readers - Total Read Time

The total amount of time a specific reader has reading either all of your Docs or a particular Doc, depending on which dashboard you are looking at. You may see this in seconds [s], milliseconds [ms], or a more human-readable time that varies depending on the amount of time spent.


Use the download button at the top of any analytics dashboard to download your metrics. This might be for business-wide analysis or to incorporate into internal reports. Read more about downloading reports here.

Personalization Engine

Content Automation

The wide range of Personalization that is possible via the Turtl Personalization Engine are all examples of Content Automation. This is the process by which the Turtl platform instantly produces tailored, targeted content as a result of processing rules relating to reader preferences, branding, and customized substitution of applicable text and other elements. Read more about Turtl Personalization here.

Master Doc

A Turtl Doc that is completed in the Creation Studio and prepared to be personalized and/or selectively assembled by other members of the wider organization (with the ‘Personalizer’ user permission as a minimum). It may have personalization tokens set up to be dynamically varied per recipient, like first name or team name. These will be automatically substituted for tailored content when processed by the Turtl Personalization Engine. If a Master Turtl is changed, all personalized versions, previously issued or published in the future, will also be automatically updated.

Personalized Turtl Docs

A customized version of a Master Doc. Personalized Turtl Docs are generated by users completing a short Self-Service Personalization form in the Master Doc, providing specific recipient information and content selections. Doing so replaces the personalization tokens in a Master Turtl with the content entered into or selected in the form. If a Master Doc is changed, the personalized versions will also be automatically updated.

Page Rules

Page rules allow you to control which pages of content are shown as a result of a user filling out a personalization form. The page rules icon is shown next to the Surf and Immerse headings in the Creation Studio. This is also known as Content Automation.

Personalization Tokens

Words and elements in a Turtl Doc are replaced automatically by the Turtl Personalization Engine. Personalization tokens appear with percentage marks around them in Master Turtl. For example, you might use ‘%fname%’ and %cname%’, which, once a member of your team has completed the personalization form, or when processing an API or file-based batch personalization, are automatically replaced with first name and team name respectively, by the Turtl Personalization Engine.

Dynamic Branding

Another example of Content Automation is where the Turtl Personalization Engine can take a Master Turtl and append specific logos and other branding according to the target recipient. Co-branding and even tri-branding (supplier, affiliate, and prospect) are all possible. This is typically performed by sales users through Self-Service Personalization (see below).

Self-Service Personalization

A form that is used to customize a Master Turtl. A member of your organization, or an affiliate or partner, with a ‘Personalizer’ permission as a minimum, enters their recipient’s details, their contact details, and any relevant information or content selections into the form. These elements are automatically processed by the Turtl Personalization Engine to create the Personalized Turtl Doc. For Dynamic Branding, the Self-Service Personalization form can automatically retrieve a recipient company logo.

Public Personalization

Public Personalization is a method of personalization that is driven by the recipient. Upon opening the Turtl Doc, the reader is presented with a simple customized form of options (similar to that which is used for Self-Service Personalization). This encourages the reader to provide some feedback in return for a tailored experience.

Batch Personalization / Personalization at scale

The Turtl Personalization Engine can operate at scale to generate many thousands of Turtl Docs for individual users instantly. This allows your organization to personalize many Turtl Docs at once to send out to multiple recipients. Batch Personalization is possible either by supplying customer details in a simple CSV file template and generating all the resulting URLs or by connecting the Turtl Personalization Engine directly to your CRM or other systems via API.

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