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Yes, you’re right. The “value” variable in Google Analytics 4 (GA4) ecommerce is not precisely the same as “price”. It generally holds a monetary impact related to an event, which may differ depending on context. For instance, in the contexts of adding/removing an item to/from a wishlist, or removing an item from the shopping cart, “value” represents the monetary worth of the action. However, for “add_to_cart” event, the price and quantity of the item should be specified within the “items” array instead of placing it in the “value” field. Understanding and properly using this variable helps businesses track their customer behavior on their ecommerce site correctly, providing valuable data to optimize for higher conversions and sales.
