---
title: "Why Transactions goes up or down"
description: "Why Transactions goes up or down — the three patterns driven by Traffic and Purchase Rate."
url: https://help.flow-insight.com/en/articles/517-why-transactions-goes-up-or-down
collection: "KPI troubleshooting & analysis"
updated: 2026-08-06
language: en
alternates: [ja]
---

# Why Transactions goes up or down

Why Transactions goes up or down — the three patterns driven by Traffic and Purchase Rate.

Transactions is a key KPI in your sales breakdown. Understanding why it rose or fell compared to a prior period is essential.

## What makes up Transactions

**Transactions = Traffic × Conversion**

Transactions is calculated by multiplying Traffic by Conversion. Whether it rises or falls compared to a prior period depends on how these two KPIs move.

## When Transactions increases

There are three ways this can happen:

1.  **Both Traffic and Conversion increase**
    
    If both increase compared to the prior period, Transactions increases too.
    
2.  **Traffic increases enough to offset a drop in Conversion**
    
    Even though Conversion falls, the gain in Traffic makes up for it, so Transactions still increases.
    
3.  **Conversion increases enough to offset a drop in Traffic**
    
    Even though Traffic falls, the gain in Conversion makes up for it, so Transactions still increases.
    

## When Transactions decreases

There are three ways this can happen too:

1.  **Both Traffic and Conversion decrease**
    
    If both decrease compared to the prior period, Transactions decreases too.
    
2.  **Traffic increases, but not enough to offset a drop in Conversion**
    
    The gain in Traffic can't make up for the decline in Conversion, so Transactions decreases.
    
3.  **Conversion increases, but not enough to offset a drop in Traffic**
    
    The gain in Conversion can't make up for the decline in Traffic, so Transactions decreases.
    

Understanding why Transactions rises or falls — one of the core KPIs behind your sales — helps you manage your store more effectively.

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If you have any questions or feedback, please contact support at [support@flow-solutions.com](mailto:support@flow-solutions.com).