# Why is my transaction failure rate high?

## What is a "Failed Checkout"?

A failed checkout occurs when a user taps to purchase, the payment sheet appears (Apple Pay or Google Pay), but the payment system returns an error before the transaction completes.

## Common Causes

Failed checkouts are typically caused by:

* **Declined payment methods**: Insufficient funds, expired cards, or invalid payment details

* **Fraud prevention**: Apple or Google's systems blocking suspicious transactions

* **Network issues**: Connectivity problems during the payment flow

* **User cancellation**: User dismissing the payment sheet after it appears

## What's a Normal Failure Rate?

A transaction failure rate of **5-6%** is within industry standards. Some variance is expected depending on your audience demographics and geographic distribution.

## What You Can and Can't Control

### Can't control

These failures happen entirely within Apple's or Google's payment infrastructure, between the user and their payment provider. Neither Superwall nor your app can influence these outcomes.

### Can control

While you can't prevent payment-side failures, you can optimize:

* **Paywall UX**: Clear pricing and value proposition

* **Audience targeting**: Showing paywalls to users more likely to convert

* **Timing**: Presenting offers at optimal moments in the user journey