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Sure, the ‘value’ variable in GA4 ecommerce is a measure of interaction with the item, it’s not the same as the price. It’s used in various events such as when an item is added or removed from a shopping cart, added to a wishlist or when the item is viewed. Importantly, it’s not just about the transaction value. The ‘value’ variable serves to quantify the user’s interest or intention towards the items. It helps in tracking and reporting on how users interact with the items on your website, which, in turn, can offer insights for your marketing strategies.
