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Hello. I didnt undestand why code
echo " {data:usluga}";
is worked in "custom code"
but code
$usluga = "{data:usluga}";
is not worked?
How can i insert values in php code (not in echo).?

This is mentioned a million times in the FAQ, the forums, and the instructions.
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$usluga = $this->data("usluga", "default if not found");