Amid calls for evaluations to advance equity, there are ongoing debates, varied guidance, and limited empirical research on how evaluators practically attend to equity in their work. This article identifies ethical questions--about the right thing to do when there are multiple options--that arise when evaluators attend to equity and factors that influence how evaluators interpret and address these questions. Our identification of questions and factors comes from a qualitative analysis of semi-structured individual interviews with 21 evaluators based in New England, U.S., predominantly White women representing multiple practice areas. Ethical questions address evaluators' expertise, negotiation with funders, methodological norms, use of data about disparities, and influence of evaluators' worldviews in cross-cultural settings. The ways evaluators navigate these questions are influenced by their workplace, professional roles, interpersonal relationships, power differences, and available time. Findings pose implications for evaluator training and future directions for research on equity and ethics.