Exit Rate shows how often a specific page is the last page in a user’s session. Formally: among all pageviews of a page, what percentage ended the session right there. It answers a simple question: “Out of everyone who saw this page, how many left the site after it?”
Formula
Exit Rate (page X) = Exits from page X / Pageviews of page XExit Rate vs Bounce Rate
Don’t mix them up. Bounce Rate counts single-page sessions that start and end on the same page. Exit Rate counts all sessions that end on a page, no matter where they started. A page can have a low Bounce Rate (not many people land there first) but a high Exit Rate (lots of people finish there).
Mini example
| Metric | Value |
|---|---|
| Pageviews for /pricing | 1,000 |
| Exits from /pricing | 200 |
| Sessions that started on /pricing | 160 |
| Single-page sessions from /pricing | 80 |
- Exit Rate = 200 / 1,000 = 20%
- Bounce Rate (for /pricing) = 80 / 160 = 50%
How to read it
- High Exit Rate on a natural “terminal” page (order confirmation, help article that solves the issue) is normal.
- High Exit Rate mid-funnel (e.g., cart or step 2 of checkout) is a leak. Pair with Conversion Rate, Time on Page, and Pages per Session to separate healthy exits from friction.
Debug checklist
- Compare Exit Rate to site average for similar page types (product vs blog vs support).
- Segment by traffic source, device, and country—channel mix can skew exits.
- Inspect top next/previous pages: if many exits happen after a dead-end, add internal links or CTAs.
- Watch content intent: informational posts often end sessions; that’s fine if they also drive assists (view-through influence on later conversions).
- Trend it over releases: a sudden Exit Rate jump after a deploy often flags UX regressions.
Use Exit Rate to validate flow design, not to punish pages that successfully conclude a user’s goal. When combined with Engagement Rate and path analysis, it becomes a sharp tool for finding where attention quietly slips away.