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You can put a zero in if there isn't a direct cost.
The cost for that could be zero, or if you are running ads to that page you could put the ad cost. (I wouldn't do that, but you could).
I think what we're going to do is group all forms under a website program, then for that program assign associated web and SEO costs. What happens to various calculations in Program Analyzer if the cost is 0? We do have essentially 0 cost programs.