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Exit Rate Calculator

Created by Wei Bin Loo
Reviewed by Tibor Pál, PhD candidate and Steven Wooding
Last updated: Jan 18, 2024


With this exit rate calculator, we aim to help you to calculate the exit rate of a webpage. The exit rate enables you to analyze the attractiveness of your webpages to your users, which can be a helpful tool to increase your website ad revenue.

We have written this article to help you understand what the exit rate is in Google analytics and how to calculate the exit rate. We will also demonstrate some examples to help you understand the concept.

What is exit rate in Google analytics? Exit rate definition in Adobe Analytics

The exit rate definition is the percentage of people who visited that page leave the website through that particular page. This metric helps analyze where your website's visitors are leaving from. You can also use it to understand which page needs improving. For example, if 100 users visit Page A and 40 people exit the website through Page A, the exit rate of page A is 40%.

The higher the exit rate of a page, in general, the less attractive the page is to your users. That means that more people leave the website after visiting that particular page. Hence, this can be seen as a signal for you to investigate and improve the page to make the users stay longer. Unless, of course, some pages are meant to have a high exit rate, like the checkout page.

How to calculate exit rate

To demonstrate the exit rate calculation, let's use the example below:

  • Website name: Alpha.com
  • Page name: Homepage
  • Number of pageviews: 5,000
  • Number of exits: 1,000

You can calculate the exit rate of a page in three steps:

  1. Determine the number of pageviews

    The number of pageviews is the number of times that a page is visited. The pageviews statistic for the Homepage of Alpha.com is 5,000.

  2. Determine the number of exits

    The number of exits is the number of times the website users leave the site from that particular page. The number of exits from the Homepage of Alpha.com is 1,000.

  3. Calculate the exit rate

    To calculate the exit rate, we can use the formula below:

    exit rate = number of exits / number of pageviews

    Hence, the exit rate of the Alpha.com's Homepage is 1,000 / 5,000 = 20%.

Exit rate vs bounce rate

Bounce rate vs. exit rate is one of the biggest confusions in the web analytics space. These metrics are very similar. However, there are still minor subtle differences between them.

  • As explained, the exit rate is the percentage of people that leave the site after browsing a particular page.
  • The bounce rate of a page, on the other hand, is the percentage of people that leave the site immediately after visiting the site through landing on that particular page.

FAQ

How do I calculate the exit rate?

You can calculate the exit rate using the following steps:

  1. Determine the number of pageviews.

  2. Determine the number of exits.

  3. Apply the exit rate formula:

    exit rate = number of exits / number of pageviews

Can exit rate be negative?

No, the exit rate cannot be negative. Since both the number of exits and the number of page views cannot be negative, the exit rate cannot be negative either.

What is the number of pageviews?

The number of pageviews is the number of times the page is visited. The higher the number of page views, the more times the page is seen by the users of the website.

What is bounce rate?

Bounce rate is the percentage of users who leave the website after visiting the landing page, which is the first page they visit on the website.

What is the exit rate when 200 people visit and 100 people exit a website page?

To find the exit rate, divide the number of exits by the number of pageviews. In this instance, the exit rate would be 100 / 200 = 50%.

Wei Bin Loo
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