Exit rate
The percentage of pageviews that were the last in a session. Measures how often a specific page is the final page visitors see before leaving your site.
Exit rate measures how frequently a specific page is the last page visitors view before ending their session. It's calculated as the number of exits from a page divided by the total pageviews of that page.
Exit rate differs from bounce rate in an important way: bounce rate only considers single-page sessions (visitors who left without viewing other pages), while exit rate includes all sessions that ended on that page, regardless of how many pages were viewed before.
A page can have a high exit rate but low bounce rate if visitors typically arrive from other pages on your site rather than directly from search or referrals.
High exit rates aren't inherently bad. Thank-you pages, confirmation pages, and checkout completion pages naturally have high exit rates. That's expected and healthy. A high exit rate on a product page or blog post, however, might indicate issues with content, calls-to-action, or navigation.
Analyze exit rates in context. Compare similar pages, look at the visitor journey leading to exits, and consider whether the page is fulfilling its intended purpose.
Frequently asked questions
What is the difference between exit rate and bounce rate?
Bounce rate only counts single-page sessions (visitors who left without viewing other pages). Exit rate counts all sessions that ended on a page, regardless of how many pages were viewed before.
What is a good exit rate?
Exit rate benchmarks vary by page type. Confirmation pages naturally have high exit rates (80%+). Content pages typically see 40-60%. Compare similar pages on your site rather than using universal benchmarks.
How do I reduce exit rate?
Add relevant internal links, clear calls-to-action, and related content suggestions. Ensure the page delivers value and provides obvious next steps for visitors to continue their journey.