Entering Google Analytics, it’s easy to get overwhelmed by an avalanche of metrics. There are click-through rates, conversion ratios, and all manner of different ways to analyze site visitor behavior. Small wonder businesses find themselves scratching their heads, wondering, “what do I do with all this data?”

We’re often asked about one metric in particular: “what is the exit rate?”

Unlike other metrics, it’s not about how many people reach your site through an ad but the page’s quality. Indeed, understanding what a good exit rate is in Google Analytics can provide insights into your site’s navigation and overall engagement.

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We’re answering three key questions in this article:

  1. What is the exit rate?
  2. What is the exit rate vs. the bounce rate?
  3. What is a good exit rate in Google Analytics?

Let’s get started by answering the question of “What is a good exit rate in Google Analytics?”

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What is the exit rate?

The exit rate is how often visitors exit from a site page after visiting any number of pages on the site. The exit rate is expressed as a percentage.

To put it in simple terms, it is: Exit rate = Number of exitsNumber of page views for a particular page x 100

It can be a little confusing to wrap your head around. Let’s run through an example:

Say a visitor lands on the homepage of your site. From the homepage, they navigate to a category page and then to a product page. After viewing the site completely, the visitor leaves. The next day, they go back to the product page, then look at the category page, before once more leaving the site.

  • Day 1: Homepage > Category page > Product page > Exit
  • Day 2: Product page > Category page > Exit

The exit rate for the product page would be 50% (2 sessions included the product page, and 1 session exited from the product page). Meanwhile, the category page also has an exit rate of 50%.

You can see the exit rate in Google Analytics; go to Behavior > Site Content > All Pages. Then, look in the “% Exit” column to see the average exit rate.

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What is the exit rate vs. the bounce rate?

The exit rate should not be confused with another key website metric: the bounce rate. Here are the two definitions:

  • Exit rate is how often visitors exist from a site page after visiting any number of pages on the site, expressed as a percentage.
  • Bounce rate is the percentage of visitors who, after landing on a page, leave it without taking any further action, e.g., navigating to another page or clicking a link.

It can be a little confusing to wrap your head around. For instance, if a visitor landed on a blog page, read the post, and then left – that counts as a bounce. It’s also an exit from the page. So, all bounces are exits, but not all exits are bounces.

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Equation for calculating bounce rate:

Bounce rate = All sessions that started and ended on the pageAll sessions that started on the page and continued towards more pages x 100

Let’s run through another example, showing how the exit rate and bounce rate differ:

  • Day 1: Homepage > Category Page > Product Page > Exit
  • Day 2: Product Page > Exit
  • Day 3: Category Page > Homepage > Product Page > Exit
  • Day 4: Category Page > Exit
  • Day 5: Category Page > Product Page > Homepage > Exit

What is a Good Exit Rate:

  • Homepage: 33% (3 sessions included the Homepage, 1 session exited from the Homepage)
  • Category Page: 25% (4 sessions included the Category Page, 1 session exited from the Category Page)
  • Product Page: 75% (4 sessions included the Product Page, 3 sessions exited from the Product Page)

What is a Good Bounce Rate:

  • Homepage: 0% (day 1 began with the homepage, but it was not a single-page session)
  • Category Page: 33% (3 sessions began with the Category Page, with one leading to a bounce)
  • Product Page: 100% (1 session began with the Product Page, and it led to a bounce)

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What is a good exit rate in Google Analytics?

When analyzing the exit rate, as a rule, the smaller the number, the better. However, what is considered “good” is entirely relative. A site with only two pages, for example, is likely to see a much higher exit rate than a site with sixty pages.

In general, you should aim for an exit rate somewhere around 20% to 30%. However, this also depends on the page in question. A high exit rate on a thank you page is expected, while a high exit rate on your homepage may be cause for concern.

Another example could be a high exit rate at some point during the checkout process, which could severely impact your profits. Alternately, if you’ve got a high exit rate on a blog post (along with a high bounce rate), it could simply mean your customer has found what they’re looking for.

To fully understand the exit rate in Google Analytics, you’ll also need to evaluate the bounce rate, the average time on page, and goal competition rates. Think about what the visitors are after and how their behavior reflects this.

Exit Rate VS Bounce Rate – Final thoughts

Despite the importance of the exit rate, never forget one simple fact: 100% of your visitors will leave your site. Nevertheless, you can use heat maps, session recordings, and other tools to monitor page visitor behavior to determine if something is going wrong on important pages with high exit rates.

Still wondering what is a good exit rate in Google Analytics? Contact the digital marketing experts at Clicta Digital today for a free consultation! Our team understands what it takes to put together an award-winning digital marketing campaign to produces results and generate website traffic, leads, and sales.