This discrepancy can occur due to halo conversions, where customers click on an ad for one ASIN (product) but ultimately purchase a different ASIN within the same brand.
Here’s how it works:
Ad-attributed sales reflect conversions initiated by an ad click. Even if a customer clicks on an ad for one ASIN but buys a different ASIN from the same brand, the sale is attributed to the initially clicked ad.
Total sales, however, only include orders placed for the specific ASIN being tracked, not those redirected by halo conversions.
If you want to view only ad-attributed sales that include the purchase of the same ASINs, refer to the "Sales Same SKU" column in the Adbrew Product Explorer.