Definition
Exit Rate
The percentage of visitors who leave your site from a specific page, regardless of how many pages they visited before. Differs from bounce rate, which only counts single-page visits.
What does Exit Rate mean?
Exit rate is the percentage of sessions that end on a particular page, regardless of how many pages the visitor viewed before reaching it. It differs from bounce rate, which only counts sessions where that page was the sole page viewed in the entire session.
Why does Exit Rate matter?
Exit rate matters because a high exit rate on a page late in the funnel, like a checkout or confirmation step, means something different than a high exit rate on a page early in the journey; the former may signal friction, while the latter can be entirely normal for a natural endpoint.
How is Exit Rate applied in practice?
It is measured per page in analytics platforms and is typically reviewed alongside the page's position in the funnel and its expected role, so teams can distinguish pages that are unexpectedly losing visitors from pages that are simply where journeys are meant to conclude.
Related terms
Where this fits
Exit Rate sits in the conversion analytics part of the NotiProof resource network.
Read the Conversion Analytics guide