Exit Rate Calculator (page exits ÷ page views, vs bounce rate)

Understanding the exit rate calculator — concept and principle

This calculator works out the exit rate of a web page, the share of its page views that were the last page in a session, and compares it with the bounce rate. It also shows how many views led on to another page and how many exits came from visitors who had already seen other pages. Website owners, marketers and UX teams use it to find pages where visitors leave a funnel.

Views that were the last page — with the default inputs: 30%.

How it is calculated

Exit rate (%) = exits from the page ÷ page views of the page × 100
Page views followed by another page = page views − exits
Continuation rate (%) = (page views − exits) ÷ page views × 100
Bounce rate (%) = single-page sessions that started on the page ÷ sessions that started on the page × 100
Exits after viewing other pages first = exits − single-page sessions

The principle

Exit rate and bounce rate answer different questions. Exit rate looks at every view of the page, however the visitor arrived, and asks how often it was the final page. Bounce rate looks only at sessions that began on the page and asks how often the visitor saw nothing else. Every bounce is also an exit, but a visitor who reads three pages and leaves from this one is an exit without being a bounce. This is the distinction Google Analytics documented for its classic (Universal Analytics) reports.

Worked example

Defaults: 1,800 exits, 6,000 page views, 2,500 sessions started on the page, 900 of them single-page.

Exit rate = 1,800 ÷ 6,000 × 100 = 30%.
Views followed by another page = 6,000 − 1,800 = 4,200; continuation rate = 70%.
Bounce rate = 900 ÷ 2,500 × 100 = 36%.
Exits after other pages = 1,800 − 900 = 900.

How to read the result

Context decides whether an exit rate is a problem. On a thank-you page, an order confirmation or a contact page, a high exit rate is expected, because the visitor has finished. On a checkout step, a sign-up form or a product page that should lead to the basket, a high rate signals a leak in the funnel. Compare the page with similar pages on your own site and track the same page over time after changes.

Common mistakes

Treating exit rate and bounce rate as the same metric.
Judging a page's exit rate without considering its role in the visitor journey.
Comparing figures from tools that define sessions differently.
Drawing conclusions from very few page views.

Keep in mind: Analytics tools differ, and Google Analytics 4 reports engagement differently from the older Universal Analytics. Check how your tool defines exits and bounces.

Frequently asked questions

What is the difference between exit rate and bounce rate?

Exit rate counts the share of all views that ended the session; bounce rate counts the share of sessions starting on the page that viewed only that page.

Can the exit rate be higher than the bounce rate?

Yes. It can be higher or lower, because the two use different denominators.

How do I lower a high exit rate on a funnel page?

Make the next step clearer, remove distractions, fix slow loading and test the call to action.

Sources: Google Analytics Help, "[UA] Exit Rate vs. Bounce Rate" (answer 2525491)

Checked 9 Nov 2026. Exit rate = share of all page views of a page that were the last in the session; bounce rate = share of sessions starting on the page that had only that page: Google Analytics Help, “[UA] Exit Rate vs. Bounce Rate”, answer 2525491.

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