Content revised 21 October 2026.
An assigned action value is a planning or reporting estimate unless it represents a verified transaction. Keep that distinction clear when valuing leads or other website actions.
Define the action
A contact click, submitted enquiry and qualified opportunity are different events. Agree which one is measured and verify its implementation. Do not give each stage the same value simply to produce a bigger total.
Explain the estimate
A business may use an approved average based on observed lead-to-sale outcomes and economics. State the assumptions and the period used. An illustrative value is not cash received and should not be added to transaction revenue as if it were another sale.
Use current terminology
Older articles discuss Universal Analytics Goals. GA4 measures events and marks important ones as key events. Check the current supported way to pass values and currencies for the actual event and reporting need.
Review regularly
Update assumptions when the offer or lead mix changes. Keep the estimate owner and method in the report. A value model helps compare decisions only when its limits are visible.
Official guidance: GA4 key events guidance.