If you’re sending out proposals, contracts, or quotes and just crossing your fingers they’ll get signed, you’re leaving money on the table. This guide is for sales teams, founders, and anyone tired of guessing what happens after they hit “send.” We’ll walk through how to actually use document analytics in Pandadoc to see what’s working, what’s not, and how you can tweak your docs to close more deals. No fluff—just real ways to get insight and move the needle.
Why Document Analytics Matter (and When They Don’t)
Let’s be real: sales isn’t magic. It’s about understanding where deals break down and fixing it. Document analytics give you actual data on what happens to your proposals after they leave your outbox:
- Who opened it? Did they even look?
- How long did they spend reading? Did they skim or actually dig in?
- Which sections get ignored? Are your terms scaring people off?
- Where do they drop off? Did they stop at pricing? The “About Us” page?
But analytics aren’t a crystal ball. They won’t tell you why a deal died or guarantee a win. They just give you clues—what you do with them is what counts.
When are analytics overkill? - If your deals always close fast, or you’re sending the same template over and over with zero pushback, you might not need deep analytics. - If your clients are old-school and only want PDFs, you’ll get less value out of live tracking.
For everyone else, especially if you’re sending proposals that go ignored or get stuck, this is worth your time.
Step 1: Setting Up Pandadoc for Real Analytics
Before you can get insights, you have to set things up right. Here’s what matters (and what doesn’t):
1.1. Use Document Links, Not Attachments
Send your proposals as Pandadoc links, not static PDFs. This is what lets you track opens and views. If you just export to PDF and email it, you lose all analytics.
Pro tip: If a client insists on a PDF, send both—the Pandadoc link first (“for easy signing and questions”) and the PDF as a backup. Most will use the link.
1.2. Add the Right Recipients
Pandadoc tracks views by email address. Add all key decision-makers as recipients, not just one contact. If you don’t, you’ll have mystery viewers (“Unknown”) in your analytics.
1.3. Use Page Breaks and Sections
Documents with clear sections (pricing, terms, case studies, etc.) show you where people spend time or drop off. Don’t cram everything onto one endless page or you’ll never know what’s working.
1.4. Enable Analytics Features
Most plans include basic analytics, but advanced heatmaps or detailed reporting might need a higher-tier subscription. Don’t pay extra unless you actually plan to use the data.
Step 2: What to Track (and What to Ignore)
Pandadoc gives you a ton of data. Most of it doesn’t matter. Here’s what’s actually useful:
2.1. Opens and Completion
- Opened: Did the recipient even look at your document? If not, your follow-up should be different (maybe your email went to spam).
- Completed: Did they sign or finish the process? If not, where did they stop?
2.2. Time Spent per Page or Section
This is where the gold is. Did they spend 10 seconds on your case studies but 3 minutes on pricing? Did they bail halfway through your terms?
- Long pauses: Means something caught their attention—could be interest or confusion.
- Quick skims: Maybe that section isn’t needed, or it’s too dense to bother with.
2.3. Forwarding and Unknown Viewers
If you see “Unknown Viewer,” that means someone else (not in your recipient list) looked at the doc. This could be a good sign (internal decision-makers) or a red flag (leaking to competitors).
2.4. Comments and Edits
If they’re leaving comments or requesting changes, that’s engagement. If there’s radio silence, the proposal may be dead in the water.
What to ignore: - Device type, browser, or location. Unless you’re selling to spies, this doesn’t matter. - Exact time of day viewed. Most people open at random times—don’t read too much into it.
Step 3: Using Analytics to Actually Improve Closing Rates
Data is only useful if you act on it. Here’s how to turn those stats into better results:
3.1. Spot Where Deals Stall
Look for patterns: - Are most recipients dropping off at the same section? Re-write or clarify it. - Is pricing getting all the attention but no sign-off? Maybe your offer isn’t clear or you need to justify the cost better.
3.2. Personalize Your Follow-Ups
Instead of “Just checking in,” try: - “Noticed you spent some time on the terms—happy to hop on a call if anything’s unclear?” - “Saw a few folks reviewed the proposal—are there any alternate decision-makers I should loop in?”
It feels less like a cold chase and more like you’re actually paying attention.
3.3. Tweak Your Templates
If you see consistent patterns (e.g., nobody reads your About Us page, or everyone gets stuck at one clause), update your templates. Over time, your documents get shorter and punchier, and close rates go up.
3.4. Deal With Ghosting
If someone opened the doc four times in a day and then went quiet, they’re probably stuck on something. Nudge them with a specific, helpful message (“Anything holding us back from moving forward?”) instead of endless generic reminders.
3.5. Don’t Obsess Over Every Stat
One weird view pattern isn’t a trend. Look for repeated behaviors across deals before you overhaul your pitch.
Step 4: Advanced Moves (If You’re Ready)
If you’ve nailed the basics, here’s what else you can try:
4.1. AB Test Your Proposals
Send slightly different versions (length, pricing layout, order of sections) and see which gets more engagement or closes faster. Pandadoc won’t do this automatically, but you can track versions manually.
4.2. Share Analytics With Your Team
Run a monthly review of analytics with your sales team. Spot trends, share what’s working, and cut what’s not. Don’t let docs get stale out of habit.
4.3. Use Integrations (Sparingly)
Pandadoc integrates with CRMs like Salesforce and HubSpot. Only bother if you’re actually using those tools day-to-day. Otherwise, export your analytics as a CSV and review them in Sheets—don’t overcomplicate it.
Common Mistakes (And How to Dodge Them)
- Relying only on analytics: They won’t replace talking to your customers. Use them as a starting point, not the only data source.
- Not updating templates: If you keep sending the same doc, you’ll keep getting the same results. Iterate as you learn.
- Overthinking rare outliers: Ignore the one-off weird cases—focus on broad trends.
- Forgetting to add all recipients: If you leave out key decision-makers, your analytics will always be incomplete.
The Bottom Line: Keep It Simple, Iterate, Repeat
Document analytics aren’t magic, but they’re better than flying blind. Set up Pandadoc right, pay attention to where people get stuck, and tweak your docs over time. Don’t drown in data—look for patterns, make one change at a time, and see what happens. The goal isn’t a perfect proposal; it’s one that gets signed. Keep it simple, act on what you learn, and you’ll close more deals—no guesswork required.