Exit rate

Exit rate is the percentage of sessions that ended on a given page, calculated as exits ÷ pageviews for that page. It is reported per page, so a page can have a high exit rate on one traffic source and a low one on another depending on where visitors are in their journey.

Exit rate is frequently confused with bounce rate, but the two measure different things: a bounce is a single-page session that both starts and ends on that page, while an exit is any session that ends on that page, including one that started elsewhere and moved through several pages first. A page can have a high exit rate and a low bounce rate at the same time — for example, a "thank you" or order-confirmation page, where a high exit rate is expected and healthy, not a problem.

Practitioners watch exit rate mainly on pages inside a conversion path, such as steps in a checkout or signup funnel analysis, where an unusually high exit rate signals friction, a broken form, or a confusing next step. The common pitfall is reading exit rate on a landing page as if it were bounce rate, or flagging exit rate on a genuinely terminal page, confirmation, download, logout, as a problem when it is simply the expected end of that session.