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Sales fell. Which channel, and why?
Enter each channel's sales for 2 periods to see which channel caused the drop. Add sessions and orders, and each channel's change splits into traffic, conversion and order value. Your numbers stay in this browser and are never sent to us.
Example numbers. Replace them with yours, or . Sessions and orders are optional.
Your drop check
| Channel | Change | Share of the change | Traffic | Conversion | Order value |
|---|
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Part 1
Find the channel, then the lever
Do this first
- Replace the example with each channel's sales for this period and the one before.
- Add sessions and orders where you have them. They're optional, and they unlock the lever split.
- Read the Check next box under the table and start there.
- Copy a link or save an image to send the result to a partner.
- The example's $8,600 drop is 88% Amazon. Etsy fell $1,500 and Shopify rose $500.
- Amazon's sessions fell 22.4%, worth -$9,476, while conversion added $1,785 and order value $90, so traffic is the lever to work.
- A channel moving against the total shows as a negative share. In the example Shopify is -6%, and if the total had held, shoppers may have moved channel.
Part 2
How the split works, and where it stops
| Lever | Measured as | Check first |
|---|---|---|
| Traffic | Sessions | Search rank, ad spend and stock |
| Conversion | Orders over sessions | Price against competitors, newest reviews, the offer or Buy Box |
| Order value | Sales over orders | Discounts, bundles and which products sold |
- Sales are sessions times conversion times order value. The split uses log-mean weights (LMDI, the log-mean Divisia index), so the 3 parts add up to the change exactly, whatever order you take them in.
- It stops at the lever: a traffic drop on Amazon can be rank, ads or a stockout, and the Amazon sales drop diagnostic and why Etsy sales drop take it from there.
- Moves under about 10% are often noise, more so on a channel with a few hundred orders. In a seasonal category, compare the same weeks last year.
Want the cause, checked?
This finds the channel and the lever. Our monthly report goes the rest of the way for every channel you sell through, Etsy, Walmart and TikTok Shop included: it tests each likely cause against your own exports and ranks what to fix first, with an owner and a date. Your first month is free.