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The byte counts for everything except the frame is those bytes that are directly attributable to that protocol, e.g. for Ethernet, they are the bytes for the Ethernet headers (and possibly any trailers) and not including the payload.

In your case there were 67396 Ethernet packets and 943544 bytes, which gives 943544/67396 = 14 bytes, i.e. a standard Ethernet header.

Protocols may also be counted multiple times in a frame, e.g. ICMP messages often have more than 1 IP header.

As it seems your IoT data is carried over TLS, the actual data transmitted will be extended by any TLS overhead, e.g. encryption block size etc.