So I am trying to send ga ecommerce events such as "add_to_cart" or "begin_checkout". Now, in the event objects, I am confused as to what price to mention in the items array of the event object. Do I mention the discounted price or the full price?

Allow me to elaborate with examples.

gtag("event", "purchase", {     transaction_id: "T_12345",     coupon: "socksSale",     value: 12.00, // value = quantity x sale price     currency: "USD", // The currency of the value, discount, and price     items: [      {       item_id: "SKU_12345",       item_name: "Socks",       discount: 2.00, // The discount per item       price: 4.00, // The sale price is the per item list price (6.00) minus discount (2.00)       quantity: 3 // The number of items sold     },     ] }); 

This example is taken directly from here: https://developers.google.com/analytics/devguides/collection/ga4/apply-discount?client_type=gtag

Now, in the above example, Google states that the price of the items must be the discounted price:

The sale price is the per item list price (6.00) minus discount (2.00)

Now, consider another example. (Again from Google)

gtag("event", "add_to_cart", {   currency: "USD",   value: 7.77,   items: [     {       item_id: "SKU_12345",       item_name: "Stan and Friends Tee",       affiliation: "Google Merchandise Store",       coupon: "SUMMER_FUN",       discount: 2.22,       index: 0,       item_brand: "Google",       item_category: "Apparel",       item_category2: "Adult",       item_category3: "Shirts",       item_category4: "Crew",       item_category5: "Short sleeve",       item_list_id: "related_products",       item_list_name: "Related Products",       item_variant: "green",       location_id: "ChIJIQBpAG2ahYAR_6128GcTUEo",       price: 9.99,       quantity: 1     }     ] }); 

This example is taken directly from here: https://developers.google.com/analytics/devguides/collection/ga4/reference/events?client_type=gtag#add_to_cart

Here, the item price is clearly not the discounted price as the event value is this price minus the item discount e.g. The full price.

The above examples show a clear contradiction in the guidelines.

I was able to find one relevant question on Stack Overflow here: What Discount property means in Google Analytics 4? . The only answer here states that item prices should be the full prices.

Now, I understand that one can send either of the 2 types of prices as they are the ones who have to interpret the reports afterwards. However, I am sending the data to Google Ads from Google Analytics as well. And, I do not want to report inaccurate data. So, what is the more standard/accepted method of reporting item prices?

Tag:google-ads-api, google-analytics-4, google-analytics, gtag.js

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