4. Capturing intent and tracking engagement

Detailed reader insights help marketers learn more about their audiences.

What is event tracking?

Event tracking is the process of capturing reader behaviors on a web page. Each interaction is recorded as a discrete event, such as a page loaded, login, click or any other data point. Collecting data on reader behavior can then be added into your CRM and inform your lead scoring model.

How does event tracking work?

Event tracking relies on code snippets embedded directly on your website. The code snippets can be set up to trigger when readers take specific actions on a page - these are recorded as “events”.

When a reader interacts with an element within your content or page, the code snippet is triggered and sends event information to a destination of your choice where it can be collated and perform a downstream action (in this case, the addition of lead score to a contact).

The action could be anything as simple as loading a page (the common practice for PDF or website pages), through to a form completion on a landing page. This is the same as the primary method of conversion tracking that’s common in paid media platforms or Google Analytics.

These actions can even be tied to specific touches in your nurture programs. So, as soon as a reader clicks a specific page element, the related nurture email is immediately sent to them.

What does the code snippet need to do?

The code snippet can be set up to record different types of interaction or events. These are added as a new entry or line in your analytics database or data warehouse.

The event will typically record user ID, timestamp, event and channel. Most CRM systems cover a limited set of events.

The broader range of events offered by long-form content include:

Element clicked

Monitor interactive features such as buttons, graphics, polls or links

Scroll depth

Measure user scroll behaviors on long-form content

Form submission

Observe how readers interact with forms, from field entries to submissions

Video

Capture play, pause, stop actions, or the duration watched

Page view

Monitor which pages or sections readers visit, giving insights into popular content or potential areas of improvement

Track likes, shares, saves, and comments

Search

Capture user search queries and search intent

Sign-ups

Track when a new user registers or creates an account

Connecting with your CRM

Integrating your events tracking data with your CRM or marketing automation platform allows you to assign interactions to known users. You can then track how contacts (with a name, email address and account) have interacted with your content.

Each CRM platform will have its own way of connecting user ID with individual email addresses. Events should be recorded as line items against each contact so it’s possible to analyze the interactions responsible for driving the lead scoring model.

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Tying engagement to scoring

Using event tracking within a scoring model allows you to tie engagement directly to contact scoring. Rather than focusing on just page views to drive scoring criteria, you can use video plays, poll submissions, or read time to inform whether a prospect is engaged.

Each of these interactions can be assigned a score or number of points, and cumulatively calculated to reach the agreed threshold. Once that threshold has been reached, this triggers a lead to move to MQL status and assigned to the sales team for follow up.

With more engagement data, everything changes

To solve the problems with MQLs, marketers need to embrace a different kind of content—one that’s built to make engagement data as visible and actionable as possible.

That’s where interactive online document formats like Turtl Docs come in. They’re designed to capture deep, detailed reader engagement data and help marketers learn more about their audiences—in addition to helping them create more engaging and visually appealing content.

Equipped with that insight, marketers can build stronger, better-targeted nurture programs, use AI to transform how leads are scored, and start delivering MQLs that sales teams are excited to receive.

It’s a change that has the potential to transform lead scoring, campaign design, and core marketing strategy. And it all starts by making engagement data more visible.

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Designed to make
every read count

Learn more about the Turtl Doc format