UTM Purchases shows only the sales attributed to that specific row (campaign, ad set, or ad) through UTM parameters. Total Sales shows all approved sales recorded by your integration in the selected period, including those that arrived without tracking (organic sales, direct links, referrals). The same applies to UTM Revenue versus Total Revenue. Comparing the two columns helps you see how much of your revenue is actually tracked. If Total Sales is much higher than the sum of UTM Purchases, sales are arriving without UTMs. This usually means the script isn't installed or the campaigns don't have the UTM pattern applied.