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Discrepancies between the purchase revenue and event value in GA4 could be due to a variety of reasons. One of the most common causes is due to the handling of shipping costs, taxes, and discounts. If these aren’t being factored into the purchase revenue but are included in the event value, it could cause a difference. Another possible reason could involve the use of different currencies. If the purchase revenue and event value are reported in different currencies, and the conversion rates aren’t accounted for, discrepancies could arise. Lastly, there could be a tracking issue involved where some transactions aren’t being accurately tracked, therefore causing a lower purchase revenue compared to the event value.
