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What is Exit Rate? Definition and Difference from Bounce Rate
Exit rate is the percentage of page views where a page was the final page in a session. It tells you how often visitors leave your website from a specific page.
Exit rate is useful because every session ends somewhere. The question is whether the exit happened at a natural point or at a point where visitors were expected to continue.
Exit rate formula
The basic formula is:
Exit rate = exits from a page / total page views of that page x 100
If a page gets 1,000 page views and 300 of those views are the last page in a session, the exit rate is 30%.
Exit rate vs bounce rate
Exit rate and bounce rate are often confused:
| Metric | Meaning |
|---|---|
| Bounce rate | Sessions where the visitor viewed one page and did not meaningfully interact |
| Exit rate | Page views where that page was the final page in the session |
A visitor can view five pages and exit on the pricing page. That counts as an exit for the pricing page, but not a bounce.
How to interpret exit rate
High exit rate can be normal on confirmation pages, thank-you pages, documentation answers, or contact pages. It can be concerning on checkout steps, signup forms, onboarding pages, or pages that should lead to a next action.
Swetrix helps you analyze exits alongside funnels, conversions, traffic sources, and errors so you can tell the difference between natural exits and broken journeys.
Related terms: bounce rate, funnel drop-off, session, and page view.
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