Is a high exit rate always bad?

No, it depends on the page's role. On a payment confirmation, thank-you or contact page a high exit means the job finished; on a category or product page meant to move the user forward, the same number is a warning.

Why don't page exit rates add up to 100%?

Each page has its own denominator, so exit rate is not a share of a common whole. To see which page accounts for the most exits overall, compare raw exit counts rather than rates.

Exit Rate

Beginner

Updated Jul 11, 2026 Shahin editorial 2 min read

PronunciationEN/ˈeɡzɪt reɪt/

Exit rate is the share of a page's views where the session ended on that page, no matter how many pages the user saw before it.

Every session has exactly one exit page, so exiting is normal rather than a defect; on a post-payment thank-you page or a contact page a high exit rate is the expected outcome. The difference from bounce rate lies in the condition and the denominator: bounce rate counts only single-page sessions over entrances, while exit rate counts any session ending over all views of that page. Tooling matters too: GA4 removed exit rate from its default reports and kept a raw exit count, while other tools still report the ratio. The correct reading weighs a high exit against the role the page plays in the journey, never in isolation.

How it is calculated

Exit rate = exits recorded on the page ÷ total views of that page

An exit means this page was the last view of a session; the denominator is page views, not sessions, and the result is a percentage.

How it is calculated

FAQ