How it is calculated
Exit rate = (exits from the page ÷ views of the page) × 100. If a page is viewed 1,000 times and 300 of those views end the visit, its exit rate is 30%.
Exit rate vs bounce rate
Bounce rate only looks at visits that start on a page. Exit rate looks at every visit that ends on it, including those that viewed other pages first. In Google Analytics 4 you can add exits to your reports or use them in Explorations.
How to use it
A high exit rate is normal on a thank-you page or a contact page. It is a warning sign on a page in the middle of a journey, such as a cart, a pricing page or a step in a form. Look at those pages first, and check their speed, clarity and next step.
Exit rate example
This example is illustrative. A pricing page is viewed 2,000 times, and in 800 of those views it was the last page of the visit. Its exit rate is 40%. For a thank-you page the same number would be normal. For a pricing page, it suggests visitors are leaving before taking a step, so look at what the page offers next.
Ways to improve a high exit rate
- Add a clear next step: a button, a form or a related link.
- Answer the question the visitor came with, higher on the page.
- Check speed and mobile layout.
- Remove distractions that lead away from the goal.
Exit rate FAQs
Is a high exit rate bad?
Not always. Visits must end somewhere. It matters when the page is in the middle of a journey.
Does exit rate affect SEO?
Google has said it does not use your analytics data for ranking. Use exit rate to improve pages for visitors.
See also bounce rate and Google Analytics.