What Is Exit Rate?

Exit rate is the percentage of visits to a specific page that were the last page viewed in a user’s session, regardless of how many pages they visited before it.

Example

A checkout confirmation page will naturally have a very high exit rate since visitors have finished their task, while a high exit rate on a product page midway through browsing might signal a problem.

Why it matters

Exit rate differs from bounce rate since it accounts for the last page in any session, not just single-page visits, making it useful for spotting specific pages in a multi-step journey where visitors tend to drop off.