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# ⚖️ What's the difference between Total Events and TikTok Attributed Events?

Our current **Conversion Analytics** dashboard in app shows the **total number of events** we captured from your store's traffic, it does **not** show the number of conversions TikTok officially credited to your ads.
In short:
> **Total attributes** = *how much tracking data we collected.* 
> **Attributed events** = *how many sales TikTok credited to an ad click.*

## What "Total" means?
The app installs a pixel on your storefront that records every key event a shopper triggers, no matter how they arrived — TikTok ad, Google, organic search, direct, email, anywhere:
* **ViewContent** — a product page is viewed
* **AddToCart**
* **InitiateCheckout**
* **Purchase**
* **Revenue**
The Conversion Analytics dashboard counts **all** of these events across your **whole store's traffic**. That's why we call it *Total* - it reflects everything your store is generating and everything the pixel captured.
You can then break Total down by **segment**, UTM source, UTM campaign, device, country, browser to see where that traffic and those conversions actually come from.

![](https://storage.crisp.chat/users/helpdesk/website/-/8/3/8/3/8383e5404a31c000/image_1x35slm.png)

## What "Attributed" means in TikTok Ads Manager?
An **attributed conversion** is one that TikTok's attribution engine has **officially credited to one of your ads**, based on TikTok's own rules:
* The shopper must fall inside the **attribution window** (e.g. 30-day click).
* TikTok must match the conversion to a valid ad interaction (usually via `ttclid`).
* The event must pass TikTok's own deduplication and validation.
This number lives in **TikTok Ads Manager** and reflects **paid-ad performance**, only the portion of your sales TikTok is willing to credit to ad spend.

## Why the two numbers are different
They measure different things, so they rarely line up. Here's a side-by-side view:
|  | Total (Omega) | Attributed (TikTok Ads Manager) |
| **What it counts** | All pixel events across your whole store's traffic | Only conversions TikTok credits to an ad |
| **Traffic included** | Every source (ads, organic, direct, email…) | Paid TikTok ad clicks only |
| **Where it lives** | This app's Conversion Analytics | TikTok Ads Manager |
| **Answers** | *How is my whole store performing?* | *How are my TikTok ads performing?* |
| **Typical size** | Larger | Smaller (a subset) |

Common reasons Total is higher than Attributed:
1. **Non-ad traffic is included.** Total counts organic, direct, and other-channel visitors, TikTok only attributes paid ad clicks.
2. **Attribution window.** A sale that lands outside TikTok's window is tracked by us but not attributed by TikTok.
3. **Deduplication.** TikTok collapses duplicate signals into a single attributed conversion.
4. **Missing click ID.** A visit may lack a valid `ttclid`, so TikTok can't attribute it even if it came from TikTok.
None of these mean anything is broken. Total is the full first-party picture; Attributed is TikTok's credited subset.

## Where to find each number
**In Omega (Total):** Go to **TikTok Conversion Analytics** in the app's left navigation. The overview cards, funnel, and segment charts here reflect all pixel-tracked activity across your store.

![](https://storage.crisp.chat/users/helpdesk/website/-/8/3/8/3/8383e5404a31c000/image_n0mgjc.png)

**In TikTok Ads Manager (Attributed):** Open **TikTok Ads Manager → Campaigns** and review the *Conversions* / *Purchase* columns. These are TikTok's officially attributed results.

![](https://storage.crisp.chat/users/helpdesk/website/-/8/3/8/3/8383e5404a31c000/image_13x73au.png)

## See exactly which traffic converts with Omega UTM Tracking
Because Total includes every source, the real question becomes: *which campaigns and channels are actually driving my sales?* That's what the app's built-in **UTM Tracking** tool answers and it also improves how many conversions TikTok can attribute. 

**What the UTM feature does for you:**
* **Auto-generates UTM links** for your TikTok ads so `utm_source`, `utm_campaign`, ad group, and ad tags are always present and correctly formatted.
* **Powers the segment breakdowns** in Conversion Analytics, clean UTM tags are what let you slice Total by campaign, ad group, and source instead of landing in the *Unknown* bucket.
* **Captures `ttclid` alongside UTM** at the storefront and carries it all the way to the order exactly what TikTok needs to attribute a conversion.
* **Improves match quality**, increasing the share of sales TikTok can confidently credit to your ads.
| **How to start with UTM? Follow our detailed guide here:** https://help.omegatheme.com/en/article/utm-attribution-report-real-time-w42iqx/

## FAQ
1. **My Total is much higher than TikTok's conversions. Is something wrong?** No. Total counts every event across all your store's traffic; TikTok only attributes the subset that came from ads and met its rules. A large gap is expected and healthy.
2. **Which number should I trust for ad performance?** Use **TikTok Ads Manager's attributed conversions** to judge ad performance. Use this app's **Total** to see your store's full activity and to compare channels via segments.
3. **Why do some events land in an "Unknown" segment?** Those events had no UTM/source data to group by. Tagging your links with the UTM tool moves them into the right campaign and source.
4. **Will better UTM tagging increase my attributed conversions?** It can. Complete, consistent tags plus a captured `ttclid` give TikTok more valid signals to attribute — so fewer conversions slip through uncredited.