diff --git a/assets/js/src/utils/index.js b/assets/js/src/utils/index.js
index 04e2aea0..dc314b00 100644
--- a/assets/js/src/utils/index.js
+++ b/assets/js/src/utils/index.js
@@ -15,7 +15,7 @@ export const getProductFieldObject = ( product, quantity ) => {
 		variantData.item_variant = product.variation;
 	}
 
-	return {
+	const data = {
 		item_id: getProductId( product ),
 		item_name: product.name,
 		...getProductCategories( product ),
@@ -26,6 +26,21 @@ export const getProductFieldObject = ( product, quantity ) => {
 		),
 		...variantData,
 	};
+
+	// Apply discounts to ecommerce events.
+	// https://developers.google.com/analytics/devguides/collection/ga4/apply-discount?client_type=gtag
+	if ( product?.price_after_coupon_discount < product.prices.price ) {
+		data.discount = formatPrice(
+			product.prices.price - product.price_after_coupon_discount,
+			product.prices.currency_minor_unit
+		);
+		data.price = formatPrice(
+			product.price_after_coupon_discount,
+			product.prices.currency_minor_unit
+		);
+	}
+
+	return data;
 };
 
 /**
diff --git a/includes/class-wc-abstract-google-analytics-js.php b/includes/class-wc-abstract-google-analytics-js.php
index c5dcad66..38844cf7 100644
--- a/includes/class-wc-abstract-google-analytics-js.php
+++ b/includes/class-wc-abstract-google-analytics-js.php
@@ -288,7 +288,10 @@ function ( $item ) {
 					return array_merge(
 						$this->get_formatted_product( $item->get_product() ),
 						array(
-							'quantity' => $item->get_quantity(),
+							'quantity'                    => $item->get_quantity(),
+							// The method get_total() will return the price after coupon discounts.
+							// https://github.com/woocommerce/woocommerce/blob/54eba223b8dec015c91a13423f9eced09e96f399/plugins/woocommerce/includes/class-wc-order-item-product.php#L308-L310
+							'price_after_coupon_discount' => $this->get_formatted_price( $item->get_total() ),
 						)
 					);
 				},