Total Revenue represents the income resulting from the total sale of goods and services. IMPLAN defines Total Revenue as Total Purchaser Price of Commodities sold. 

When running an impact on a wholesale or retail sector, selecting Total Revenue within your Event will cause the Value to be multiplied by the Margins associated with the selected Specification to convert gross sales to margined sales or Marginal Revenue before hitting the IMPLAN multipliers. For more information, check out Retail and Wholesale: Industry Margins and Retail and Wholesale: Commodity Margins.