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How to test and troubleshoot lead-capture URLs
How to test and troubleshoot lead-capture URLs

Regardless of which CRM you're using, this guide will help prevent and troubleshoot issues with lead resolution via lead-capture URLs

Maruša Barle avatar
Written by Maruša Barle
Updated over a week ago

Note: This feature only works in tandem with a relevant CRM integration in place. CRM Integration is only available for Professional and Unlimited plans, so please check with your Renewals / Account Manager if you need clarification or would like to upgrade.

This method allows you to capture known readers by creating emails, or email campaigns, within your CRM. The emails contain a lead-capture URL (LC URL) that, if clicked within the email provider, can become a known reader in your Turtl Analytics.

What are LC URLs and how do they work?

What are LC URLs?

A LC URL is a URL containing a token*, which converts to an anonymized unique lead ID. The latter is needed for Turtl to retrieve the reader’s personal data from the CRM.

*variable, placeholder, etc.

It would typically look something like this:


Note: {{}} is just an example of a token. This would differ depending on the CRM. Please refer to specific guides for HubSpot, Marketo, Salesforce, Oracle Eloqua, Pardot, and Dotdigital, for more details or contact us for any unlisted provider.

How do they work?

When an email to a customer is sent from within the CRM, the {{}} is converted into lead-specific ID e.g. QA2319a943

With the relevant integration between Turtl and CRM, this ID is converted into an email / name of the lead, provided that a valid lead ID is retrieved by Turtl.

The personal details are then displayed on the Known readers section of the Analytics dashboard.

Testing and troubleshooting steps

Check if the integration with CRM is working

The first order of business is to check that your CRM is integrated with Turtl and there are no issues.

Without integration, leads cannot be resolved via LC URLs.

Check the "Manage integrations" screen

To check your integration, navigate to the lower left corner of the tool where your profile is, hover over to display a menu, and select "Manage integrations":

"No issues detected" is a prerequisite for the lead resolution to work, but it is not a 100% reliable indicator that the integration is working properly.

Check by inserting a lead ID

  • Put an actual, valid ID in place of the token:

  • Engage with the Doc without being logged in to Turtl

  • Check if it converts to your name/email in Turtl analytics

Other things to check

If you have some leads that were successfully resolved by LC URLs or are using lead-capture forms by the same provider that return resolved leads, this is a good sign that the issue is not with the CRM integration.

Multiple instances

If you have a working integration with one instance of CRM, but the lead ID belongs to a different instance of a CRM, the integration will seemingly work, but the leads will not get resolved. Contact for further support if you suspect this may be the case.

Resolving the leads after integration is fixed

If the integration was at some point misconfigured and configured properly at a later time, the leads that came in after the update can be resolved retroactively.

Please contact to assist if you suspect this is the issue and they will resolve the leads manually for you.

Test if the tokens convert to lead ID strings

Before sending

  • When sending the first batch of tests, we recommend you expose the LC URL with lead ID tokens in the body of the email, without hiding it behind a hyperlink or a clickable image.

  • Make sure the structure of the token is 100% correct. Any missing curly brackets or wrong characters can break the conversion, so make sure you check that it matches the one in the guide.

  • In some CRMs, the token would get immediately converted into a CRM-specific token when creating a template email, which is a good sign. In the HubSpot example below, {{ contact.hs_object_id }} converted to a "Record ID" token.

  • Make sure you send the emails as you will in the actual campaign, as sending "test emails" may not convert the tokens correctly, as is the case with HubSpot, for example.

  • Make sure you send tests to email addresses that have a valid identifier in your CRM. Some CRMs allow several similar identifiers, e.g. prospect IDs besides lead IDs, so it’s worth checking which one Turtl supports, or the test will show a false negative.

  • Some people may use several email addresses for work/personal use, so make sure the email address in the CRM is the same as the one being sent for the test.

User testing

  • The testers need to make sure that they are logged out of Turtl, as no analytics events are collected for logged-in users, therefore their information will not pull through to Known readers if they are logged in.

  • If the testers’ internal IP is blocked from Turtl analytics, make sure the testers get off of their VPN or test from an IP that is not blocked from Turtl analytics.

  • The testers need to click on the Turtl Doc from their email client and not click on the link outside of the email.

After sending

  • When sent correctly, the email should look like this:

  • Please check that the LC URL is clickable in its entirety.

    If the appended part with tokens is not clickable, the tester will only be able to click on a bare Turtl Doc URL within the email client, which can’t result in lead resolution.

    As mentioned above, copying the URL and pasting it in a browser outside of the email client will not pull through the lead ID to Turtl.

  • Suppose the token gets cut off or is showing anything other than an actual CRM identifier (a string of characters). In that case, this means that the token did not convert to a CRM identifier and it would be impossible for Turtl to match it to a known reader.[store]=Hubspot&lead[id]=

If Turtl did not convert valid anonymized IDs to Known readers

If the valid identifier has been pulled through to email and CRM integration is working, what are other possible reasons for an unresolved lead?

  • Turtl is not able to read a visitor’s cookie

    • Readers blocked cookies manually

    • Readers opened the Turtl Doc in an incognito tab

    • A reader could be using services such as Ad blockers

    • CRM is set up so it does not write cookies when a visitor comes from a certain country

  • A reader is no longer associated with the ID

    • A reader was removed from the CRM

    • Reader's information was merged with some other lead

  • There is a bug with Turtl’s integration to CRM or lead resolution for this particular provider

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