Google Analytics Exit Rate Calculator
What is Exit Rate in Google Analytics?
Exit rate is a metric that reveals the percentage of visitors who leave your website from a specific page after having visited any number of other pages on your site. Unlike Bounce Rate, which only tracks users who leave after viewing a single page, Exit Rate applies to the last page in a user's session.
The Exit Rate Formula
To calculate the Exit Rate for a specific page, you divide the number of exits by the number of pageviews that page received. The result is then multiplied by 100 to get a percentage.
Exit Rate vs. Bounce Rate: What's the Difference?
This is the most common point of confusion for digital marketers. Here is the breakdown:
- Bounce Rate: The percentage of sessions where the user only visited one page and then left. The page they landed on is the only page they saw.
- Exit Rate: The percentage of pageviews that were the final view in a session. The user could have visited 10 other pages before reaching this "exit" page.
Example Calculation
Imagine your "Thank You" page has 200 pageviews in a month. Out of those 200 views, 180 of them were the last page the user saw before closing their browser or leaving your site.
Calculation: (180 / 200) * 100 = 90% Exit Rate.
In this specific case, a high exit rate is actually good because it indicates people completed the conversion process!
When Should You Worry About High Exit Rates?
A high exit rate is concerning on pages that are intended to be middle-of-the-funnel, such as category pages or the first step of a checkout process. If users are leaving on these pages, it suggests a technical error, poor UX, or lack of clear "next step" calls-to-action.