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To find out how many euros it costs to buy one U.S. dollar, flip the pair to USD/EUR. To find out this rate, divide 1 by 1.3635 (or whatever the current rate is). The result is 0.7334. It costs 0.7334 euros to buy one USD based on the current market price. The price of the currency pair constantly fluctuates, as transactions occur around the globe, 24-hours a day during the week.  

<>For trading purposes, the first currency listed in the pair is always the directional currency on a forex price chart. If you pull up a chart of the EUR/USD, and the price is moving higher, it means the EUR is moving higher relative to the USD. If the price on the chart is falling, then the EUR is declining in value relative to the USD. The attached chart shows this.