Exit Rate

Analytics

Also: Page Exit Rate

Exit Rate = (Exits from page / Total pageviews of that page) × 100

FormulaExits / Pageviews × 100

Different fromBounce rate (single-page sessions only)

High exit is normalOn thank-you pages and order confirmations

Quick definition

The percentage of pageviews on a specific page that resulted in a visitor leaving the site — regardless of how many pages they viewed before it.

Where it shows up in the data

Exit rate vs bounce rate

Bounce rate counts sessions where the visitor viewed only one page. Exit rate counts the last page viewed in any session, regardless of session length. A page can have a low bounce rate but a high exit rate if users often visit it mid-session then leave.

Expected vs unexpected exits

Some pages are designed to be the last page: thank-you pages, order confirmations, contact submission pages. High exit rate on these is expected. High exit rate on a product detail page or pricing page is a problem.

Funnel drop-off

Exit rate is most useful as a funnel diagnostic. Plot exit rate at each step of the checkout or lead generation funnel. The step with the highest exit rate is where to focus optimisation efforts.

GA4 change

In GA4, exit rate is shown in the Pages and Screens report as a percentage of sessions that ended on each page. The calculation method changed slightly from Universal Analytics.

What it actually means

Exit rate measures the proportion of sessions that ended on a given page. Unlike bounce rate, it is not limited to single-page sessions — it captures all the visitors who, at whatever point in their journey, decided this page was the last one they needed to see. That makes it more useful for funnel analysis: you can identify exactly which page is causing visitors to abandon the path to conversion.

Exit rate tells you where visitors give up. Bounce rate tells you where they never started.

How to calculate it

Exit Rate = (Number of exits from page / Total pageviews of page) × 100

Worked example. A product page receives 2,000 pageviews in a month. 600 of those sessions ended on that page. Exit Rate = (600 / 2,000) × 100 = 30%.

The Australian context

Australian ecommerce benchmarks show exit rates on checkout pages averaging 55-65%, with high-performing stores below 45%. Product detail pages above 50% exit rate are a common area for conversion optimisation work.

Where people get this wrong

Treating all high exit rates as problemsThank-you pages, contact confirmation pages and FAQ pages legitimately end sessions. Context is everything — benchmark against the intended role of the page, not a universal threshold.

Confusing exit rate with bounce rateA page can have a 5% bounce rate (almost no single-page sessions start here) but a 70% exit rate (most multi-page sessions end here). They measure different things.

Looking at exit rate without volumeA page with a 90% exit rate but 10 visits per month is not a priority. Focus optimisation effort on high-exit, high-traffic pages in the conversion funnel.

Common questions

What is a good exit rate?

It depends entirely on the page. Checkout confirmation: 70%+ is expected. Product pages: below 35% is strong. Landing pages: below 50%. Pricing pages: below 40%. Always benchmark against the page's role in the funnel.

How do I reduce exit rate on a key page?

Identify what is causing the exit: unclear value proposition, missing information, unexpected costs, slow load time, or confusing navigation. Use heatmaps and session recordings to see where users click before leaving.

Where do I find exit rate in GA4?

In GA4, go to Reports > Engagement > Pages and Screens. The table includes an 'Exits' column and an 'Exit rate' column showing the percentage of sessions that ended on each page.

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About New Rebellion

New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.

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