Google Analytics Metric
Web Analytics
Exit Rate = (Exits from Page / Total Page Views for Page) x 100
Exit rate measures the percentage of page views that were the last in a session for a specific page in Google Analytics. Unlike bounce rate, which considers only single-page sessions, exit rate applies to all sessions and identifies the pages where users most frequently end their visit.
Full guide: definition, formula, and benchmarksGoogle AnalyticsWeb AnalyticsExit Rate
Exit rate measures the percentage of page views that were the last in a session for a specific page in Google Analytics. Unlike bounce rate, which considers only single-page sessions, exit rate applies to all sessions and identifies the pages where users most frequently end their visit.
How to calculate exit rate
Why exit rate matters for Google Analytics users
Every session ends somewhere, so exit rate is most meaningful when viewed in context. A high exit rate on a thank-you page is expected. A high exit rate on a pricing page or checkout step signals a problem. Understanding where users leave reveals the friction points in your site experience.
Mapping exit rates per page into your metric tree alongside funnel position and conversion data reveals which exits represent lost opportunities. This focuses UX improvement effort on the pages where reducing exits would have the greatest conversion impact.
Understand and act on exit rate with KPI Tree
KPI Tree connects page-level exit data from your warehouse and tracks exit rates per page, especially on pages within conversion funnels. Position exit rates alongside conversion metrics.
Assign RACI ownership to your UX lead. Set alerts when exit rates spike on key funnel pages and track design and content changes aimed at reducing friction at those exit points.
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Related Google Analytics metrics
Bounce Rate
Web AnalyticsMetric Definition
Bounce Rate = (Single-Page Non-Engaged Sessions / Total Sessions) x 100
Bounce rate measures the percentage of Google Analytics sessions where the user viewed only a single page and triggered no additional events before leaving. In GA4, it is the inverse of engagement rate - a bounced session is one that was not engaged, meaning it lasted less than 10 seconds, had no conversion event, and had fewer than 2 page views.
Funnel Analysis
Web AnalyticsMetric Definition
Funnel analysis tracks user progression through defined conversion paths in Google Analytics - from initial landing through intermediate steps to final conversion. It identifies where users drop off at each stage, quantifying the conversion loss at every step and revealing the most impactful optimisation opportunities.
Pages per Session
Web AnalyticsMetric Definition
Pages per Session = Total Page Views / Total Sessions
Pages per session measures the average number of pages viewed during a single Google Analytics session. It indicates how deeply users engage with your site content and how effectively your navigation and internal linking guide users through multiple pages.
Conversion Rate
Web AnalyticsMetric Definition
Conversion Rate = (Conversions / Sessions) x 100
Conversion rate measures the percentage of Google Analytics sessions or users that complete a defined conversion event - such as a purchase, signup, form submission, or key feature interaction. It quantifies how effectively your website turns visitors into customers or leads.
Content Performance Analysis
Web AnalyticsMetric Definition
Content performance analysis evaluates how individual pages and content types perform in Google Analytics across engagement, conversion, and revenue metrics. It identifies which content drives meaningful outcomes and which attracts traffic without contributing to business goals.
Explore exit rate across integrations
All Google Analytics metrics
Attribution ModellingAudience SegmentationBounce RateCampaign Performance ROICohort AnalysisContent Performance AnalysisConversion RateCustom Event Conversion RateEvent Tracking RateFunnel AnalysisGeographic PerformanceGoal Completion RateMobile vs Desktop PerformanceNew User RatePage Load Time ImpactPages per SessionReal-Time MonitoringReturn Visitor RateSearch Query PerformanceSession DurationTime-Based Trend AnalysisTraffic Source AnalysisUser Acquisition CostUser Flow AnalysisEmpower your team to understand and act on Google Analytics data
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