How to Calculate Exit Rate in Ga4

GA4 Exit Rate Calculator

Calculate the percentage of visitors who leave your site after viewing a specific page.

Calculated Exit Rate

0%

function calculateExitRate() { var views = parseFloat(document.getElementById('pageViews').value); var exits = parseFloat(document.getElementById('exitsCount').value); var resultArea = document.getElementById('resultArea'); var output = document.getElementById('exitRateOutput'); var analysis = document.getElementById('exitAnalysis'); if (isNaN(views) || isNaN(exits) || views views) { alert("Exits cannot be greater than total page views. Please check your GA4 data."); return; } var exitRate = (exits / views) * 100; var formattedRate = exitRate.toFixed(2); output.innerHTML = formattedRate + "%"; resultArea.style.display = "block"; if (exitRate > 70) { analysis.innerHTML = "High Exit Rate: This page is frequently the last stop for users. Review the content and calls-to-action."; analysis.style.color = "#d93025"; } else if (exitRate > 40) { analysis.innerHTML = "Moderate Exit Rate: This is normal for many pages, but there is room for optimization."; analysis.style.color = "#f29900"; } else { analysis.innerHTML = "Low Exit Rate: This page successfully encourages users to continue browsing your site."; analysis.style.color = "#188038"; } }

Understanding Exit Rate in GA4

In Google Analytics 4 (GA4), the Exit Rate is a metric that reveals how often a specific page is the last one a user views before ending their session. Unlike Bounce Rate, which measures users who leave after viewing only one page, Exit Rate applies to any page in a multi-page session.

The GA4 Exit Rate Formula

The calculation for Exit Rate is straightforward:

Exit Rate = (Number of Exits / Number of Views) * 100

Step-by-Step Calculation Example

Imagine you are analyzing your "Contact Us" page performance in GA4:

• Total Views: 5,000 (Total times the page was loaded)
• Number of Exits: 1,200 (Number of sessions that ended on this page)
• Calculation: (1,200 ÷ 5,000) = 0.24
• Result: 0.24 * 100 = 24% Exit Rate

Exit Rate vs. Bounce Rate: What is the Difference?

Many marketers confuse these two metrics, but they tell different stories:

• Bounce Rate: The percentage of sessions that were not "engaged" (e.g., lasted less than 10 seconds or had 0 conversion events).
• Exit Rate: Specifically measures if a page was the final page in a session, regardless of how many pages the user visited before it.

Is a High Exit Rate Bad?

Not necessarily. Context is key when interpreting your GA4 data:

• Bad High Exit Rate: A high rate on a landing page or the first step of a checkout funnel suggests users are getting frustrated or lost.
• Good High Exit Rate: A high rate on a "Thank You" page or a "Receipt" page is expected, as the user has completed their journey.

How to Find Exit Data in GA4

To find these numbers in your GA4 property, navigate to Reports > Engagement > Pages and screens. You may need to customize the report by clicking the pencil icon (Edit comparisons) and adding the "Exits" metric, as it is not always visible in the default view.