Assigning a value to a Google Analytics goal enables you to better analyze your website conversion funnel. By assigning a value, you can better analyze if you are getting a positive ROI on marketing efforts like ads or SEO.
Example: XYZ Company is a SaaS business. They’ve calculated the value of each new client to be $100. They use Google Analytics to track when someone subscribes to their software. By assigning a value of $100 to their Google Analytics goal they can calculate the value of their investment is certain marketing campaigns.
Assigning a value to a GA goal is optional and not necessary for many businesses but it can be helpful for businesses that have a strong understanding of the value of certain actions on their website.
