I need to assign a conversion goal value for user actions made on a website.

I have already processed the data for a sample size of 210 paid invoices. The statistical analysis of the income values can be seen in the results below...

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Which parameter should I use as the conversion value and why?

Please Note: I have posted the same question to Mathematics.SE and stackoverflow due to the feedback on similar: https://meta.stackexchange.com/questions/260823/which-site-should-i-ask-this-math-question-on

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