Goal values are a rigid monetary amount assigned to specific, non-eCommerce actions on your website. Marcel works with many B2B lead gen sites so lets say your website’s overall goal is to generate sales leads through contact forms. Let’s also picture that you’re already tracking the volume of leads generated. On their own, you can evaluate your leads in Google by the time of day, source of traffic, initial page viewed (landing page), number of visits before converting, number of days before converting and much more.