Exit Rate is a crucial metric in digital analytics that measures the percentage of visitors who leave your website from a specific page. Unlike Bounce Rate, which only considers sessions that start and end on the same page, Exit Rate accounts for all sessions that conclude on a specific page, regardless of where the visitor entered the site.
Using an Exit Rate Google Analytics Calculator helps SEOs and webmasters quickly benchmark page performance without logging into the analytics dashboard or when processing raw data exports.
The Formula
The calculation is straightforward but specific:
Exit Rate = (Total Exits / Total Pageviews) × 100
Total Pageviews: The total number of times the page was viewed.
Total Exits: The number of times visitors left the website immediately after viewing this page.
Exit Rate vs. Bounce Rate
It is common to confuse these two metrics, but they serve different purposes:
Bounce Rate: The percentage of single-page sessions. (Visitor lands on Page A -> Visitor leaves).
Exit Rate: The percentage of pageviews that were the last in the session. (Visitor lands on Page B -> Goes to Page A -> Visitor leaves. This counts as an Exit for Page A, but not a Bounce).
What is a "Good" Exit Rate?
Unlike other metrics where "lower is always better," context matters for Exit Rate:
High Exit Rate is BAD on: Funnel steps (like "Add to Cart"), landing pages intended to drive deeper engagement, or blog posts with high internal linking potential.
High Exit Rate is OKAY on: "Thank You" pages, order confirmation pages, or contact information pages (where the user's intent has been fulfilled).
How to Interpret Your Results
If our calculator shows a high percentage (e.g., above 60-70%) on a content page, consider investigating:
User Experience (UX): Is the page cluttered or difficult to navigate?
Content Relevance: Does the content actually answer the user's query?
Call to Action (CTA): Is there a clear next step for the user to take?
Page Speed: Is the page loading slowly, causing frustration?
function calculateExitRate() {
// Get input elements
var pageviewsInput = document.getElementById('ga-pageviews');
var exitsInput = document.getElementById('ga-exits');
var resultContainer = document.getElementById('er-result');
var percentageDisplay = document.getElementById('er-percentage');
var interpretationDisplay = document.getElementById('er-interpretation');
var errorDisplay = document.getElementById('er-error');
// Get values
var pageviews = parseFloat(pageviewsInput.value);
var exits = parseFloat(exitsInput.value);
// Reset display
errorDisplay.style.display = 'none';
resultContainer.style.display = 'none';
// Validation
if (isNaN(pageviews) || isNaN(exits)) {
errorDisplay.innerText = "Please enter valid numbers for both fields.";
errorDisplay.style.display = 'block';
return;
}
if (pageviews <= 0) {
errorDisplay.innerText = "Total Pageviews must be greater than 0.";
errorDisplay.style.display = 'block';
return;
}
if (exits pageviews) {
errorDisplay.innerText = "Exits cannot be higher than Pageviews. A user must view the page to exit from it.";
errorDisplay.style.display = 'block';
return;
}
// Calculation
var exitRate = (exits / pageviews) * 100;
// Display Result
percentageDisplay.innerText = exitRate.toFixed(2) + "%";
// Dynamic Interpretation
var interpretation = "";
if (exitRate < 20) {
interpretation = "This is a low exit rate. Users are highly likely to continue browsing.";
} else if (exitRate < 50) {
interpretation = "This is a moderate exit rate. Typical for many content pages.";
} else {
interpretation = "This is a high exit rate. Ensure this aligns with the page's purpose (e.g., a checkout completion page).";
}
interpretationDisplay.innerText = interpretation;
resultContainer.style.display = 'block';
}