diff --git a/test/server_side/analytics.test.js b/test/server_side/analytics.test.js
index c054ee08b9..a67e73b2b7 100644
--- a/test/server_side/analytics.test.js
+++ b/test/server_side/analytics.test.js
@@ -170,6 +170,47 @@ describe('analytics', function() {
           el: 'some label'
         });
       });
+
+      it('if goldCost property is provided, use as value', function() {
+        analyticsData.goldCost = 5;
+
+        initializedAnalytics.track(event_type, analyticsData);
+
+        expect(googleEvent).to.be.calledOnce;
+        expect(googleEvent).to.be.calledWith({
+          ec: 'behavior',
+          ea: 'Cron',
+          ev: 5
+        });
+      });
+
+      it('if gemCost property is provided, use as value (overrides goldCost)', function() {
+        analyticsData.gemCost = 7;
+        analyticsData.goldCost = 5;
+
+        initializedAnalytics.track(event_type, analyticsData);
+
+        expect(googleEvent).to.be.calledOnce;
+        expect(googleEvent).to.be.calledWith({
+          ec: 'behavior',
+          ea: 'Cron',
+          ev: 7
+        });
+      });
+
+      it('if gaValue property is provided, use as value (overrides gemCost)', function() {
+        analyticsData.gemCost = 7;
+        analyticsData.gaValue = 5;
+
+        initializedAnalytics.track(event_type, analyticsData);
+
+        expect(googleEvent).to.be.calledOnce;
+        expect(googleEvent).to.be.calledWith({
+          ec: 'behavior',
+          ea: 'Cron',
+          ev: 5
+        });
+      });
     });
   });
 
diff --git a/website/src/analytics.js b/website/src/analytics.js
index 2e20da99da..ff2a350219 100644
--- a/website/src/analytics.js
+++ b/website/src/analytics.js
@@ -39,6 +39,9 @@ function _sendDataToGoogle(eventType, data) {
   var label = _generateLabelForGoogleAnalytics(data);
   if(label) { eventData.el = label; }
 
+  var value = _generateValueForGoogleAnalytics(data);
+  if(value) { eventData.ev = value; }
+
   ga.event(eventData).send();
 }
 
@@ -56,6 +59,20 @@ function _generateLabelForGoogleAnalytics(data) {
   return label;
 }
 
+function _generateValueForGoogleAnalytics(data) {
+  var value;
+  var POSSIBLE_VALUES = ['gaValue', 'gemCost', 'goldCost'];
+
+  _(POSSIBLE_VALUES).each(function(key) {
+    if(data[key]) {
+      value = data[key];
+      return false; // exit _.each early
+    }
+  });
+
+  return value;
+}
+
 function trackPurchase(data) {
   _sendPurchaseDataToAmplitude(data);
   _sendPurchaseDataToGoogle(data);
@@ -70,7 +87,7 @@ function _sendPurchaseDataToAmplitude(data) {
 }
 
 function _formatDataForAmplitude(data) {
-  var PROPERTIES_TO_SCRUB = ['uuid', 'user', 'purchaseValue', 'gaLabel'];
+  var PROPERTIES_TO_SCRUB = ['uuid', 'user', 'purchaseValue', 'gaLabel', 'gaValue'];
   var event_properties = _.omit(data, PROPERTIES_TO_SCRUB);
 
   var ampData = {