Assigning Event Values
AttributeIQ layers financial context on top of your conversion data. When you assign dollar values to specific GA4 events, the platform calculates Estimated Pipeline Influence, helping you measure the pipeline and revenue impact behind every conversion path.
How pipeline influence is calculated
Each conversion event’s value is distributed across every touchpoint in the journey
book_demo
47
Avg deal value
£4,500
form_submit
12
Avg deal value
£1,200
Pipeline Influenced
£225,900
Why weighted attribution matters
Raw conversion volume
Shows volume, but doesn’t reflect deal size or revenue impact
Weighted pipeline influence
Shows revenue impact, book_demo drives 2x more pipeline than form_submit
Setting Up Event Values
Navigate to Settings → Conversion Events to start assigning values to your conversion events.
Setup · 3 steps
Select GBP, USD, or EUR at the property level. This updates all table headers and PDF exports for reports.
Enter the average “Closed-Won” contract value for each conversion event. For example, if 1 in 10 demo requests closes at £120,000, your average deal value is £12,000.
Click “Save Values.” Changes apply immediately to your dashboard and will appear in future exports. Values are applied retroactively to historical data within AttributeIQ.
Technical Nuances
Unweighted Events
Events left blank or at “—” are tracked by count but contribute £0 to pipeline totals. Useful for top-of-funnel signals like page_view.
Retroactive Calculation
Values are applied to the data currently in your dashboard. If you change a value today, your historical reports within AttributeIQ update to reflect the new calculation.
Currency Isolation
On the Agency plan, currency is set per property. A London-based client can see £ while a US client sees $.