Various examples are directed to determining an impact of a subunit on the value of a unit. A web-based analytics system receives unit value data via a user interface page provided to a supplier computing device by a web application, the unit value data including relationship data describing a relationship between a plurality of subunit values and a unit value. Based on relationship data, the system increases a value for a first subunit while holding values for the other subunits constant until the value of the unit increases to a unit value threshold and increases a value for a second subunit while holding values for the other subunits constant until the value of the unit increases to a unit value threshold. The system compares an increase in the value of the first subunit to increase the value of the unit to the unit value threshold with an increase in the value of the second subunit to increase the value of the unit to the unit value threshold. Based on the comparing, the system determines that the first subunit is a more significant driver of the value of the unit than the second subunit.