Most agencies have a rough sense of their proposal win rate — somewhere between one in three and one in five, depending on how they count it. Very few have any meaningful data on why they win some and lose others. Is it pricing? Timing? The way scope is framed? The number of follow-ups sent? Without data, these questions get answered by intuition, which tends to confirm existing biases rather than surface genuine insights. Kaissa.nl tracks every proposal lifecycle event and makes the data available in a format you can actually act on.
Kaissa.nl records a structured event for every meaningful interaction with a proposal throughout its lifecycle:
This event log is stored for every proposal and accessible for the full lifetime of the record. Aggregate analytics across all proposals are available on the Kaissa.nl dashboard under the Analytics tab.
The core analytics view in Kaissa.nl is a conversion funnel showing what percentage of proposals move between each status stage:
Each stage of the funnel can be a meaningful diagnostic. If Sent to Viewed is below 50%, your portal links may not be reaching the right person or may be landing in spam. If Viewed to Responded is high but Responded to Accepted is low, your proposals may be generating interest but the pricing or scope is not landing. Each problem has a different fix.
Kaissa.nl tracks the elapsed time between each status transition and surfaces this as a distribution across your proposal history. You can see the median time between Sent and first View, and between first View and Response. Comparing these figures against your follow-up timing configuration tells you whether your reminders are firing at the right moment — too early and they are ignored, too late and the deal has already gone cold.
For agencies with enough proposal volume (typically 20 or more in the last six months), the time-to-response data becomes statistically meaningful. You can identify the window within which responses are most likely to occur and concentrate follow-up activity there.
The analytics dashboard lets you filter and compare conversion rates across segments:
These comparisons often surface non-obvious patterns. One common finding is that proposals generated within 24 hours of a lead's first contact convert at a meaningfully higher rate than those sent two or more days later — reinforcing the case for rapid proposal turnaround that Kaissa.nl's AI generation enables.
For any specific proposal, the event log can be replayed as a timeline on the dashboard. You see each interaction in sequence — when it was sent, when it was first opened, how many times it was viewed, whether follow-ups were sent and when, and what the eventual outcome was. This replay is useful for post-mortems on lost deals and for understanding what made a particular proposal succeed.
The proposal replay view also shows a heatmap of which sections received the most engagement — if clients consistently spend the most time on the pricing section and least time on the scope section, that tells you something about where the decision is actually being made and what content deserves more attention.
All proposal analytics data is available for export in CSV format from the Kaissa.nl dashboard. The export includes one row per proposal event, with all tracked fields, and can be imported into any spreadsheet or BI tool for custom analysis. For agencies that want to feed Kaissa.nl data into a larger reporting system, the GET /api/analytics/proposals endpoint provides the same data in JSON format, scoped to the authenticated user's account and filterable by date range and status.
Analytics data is retained for 24 months from the proposal creation date. After that, individual event records are aggregated but individual proposal data is removed from the active dataset.