Exit Rate Calculator
Enter the number of exits and total pageviews for a page to calculate its exit rate and engagement rate instantly. Select your industry and page type to see how your result compares to real-world benchmarks. The steps panel shows the math, and the chart maps how exit rate shifts as exits change across the same pageview total.
Formula
Worked example
A product page has 750 exits out of 2,500 total pageviews. Exit Rate = (750 / 2500) x 100 = 30%. Engagement Rate = 100 - 30 = 70%, meaning 1,750 visitors went on to view another page.
What is exit rate?
Exit rate is the percentage of pageviews for a specific page that resulted in a user leaving your website entirely. It is calculated from all sessions that included the page, not just those that started on it. A page with 2,500 pageviews and 750 exits has a 30% exit rate, meaning 30 out of every 100 views of that page ended with the visitor closing the tab, navigating away, or the session timing out. Every page on a website has an exit rate because every session has to end somewhere. The question is whether the page is causing exits at a higher rate than expected for its role in the user journey.
Exit rate vs. bounce rate: the key difference
Bounce rate counts sessions in which the user viewed only one page before leaving. Exit rate counts departures from a page regardless of how many other pages the user visited first. A page can have a very low bounce rate but a very high exit rate if it sits at the end of a common browsing path. For example, a confirmation page after checkout should have a near-100% exit rate and a near-zero bounce rate, both of which are perfectly correct. The practical rule: use bounce rate to identify entry pages that fail to engage visitors at all, and use exit rate to find pages that stop visitors from continuing further in the funnel.
What is a good exit rate?
There is no universal good exit rate because it depends heavily on the page type and industry. A blog post at 85% is entirely normal; readers finish an article and move on. A checkout page at 40% is a serious problem; those are potential customers abandoning mid-purchase. As a general guide, a total-site exit rate below 40-50% suggests strong internal navigation. For individual pages, compare against the benchmarks in the table above and against your own historical baseline. A sudden spike of 10 or more percentage points on a previously stable page is always worth investigating, regardless of the absolute number.
How to reduce a high exit rate
Start with the pages that have both high exit rates and high traffic, since those cause the most lost opportunity. Common fixes include strengthening the internal links and calls to action on the page, improving page load speed, adding trust signals such as reviews or security badges near key decision points, and aligning the page content more closely with what visitors expected from the source that sent them there. For content pages, adding a related-articles section, a table of contents for long posts, or a persistent sidebar with a conversion offer can all reduce exits. For product and checkout pages, simplifying the page structure, surfacing FAQs, and reducing form fields are proven starting points.
Exit Rate Benchmarks by Industry and Page Type
| Segment | Good Exit Rate | High Exit Rate | Notes |
|---|---|---|---|
| SaaS / Software | 30-50% | 50%+ | Lower thresholds for conversion-focused pages |
| E-commerce | 40-60% | 60%+ | Product pages: aim below 70%, checkout below 35% |
| Media / Publishing | 60-80% | 80%+ | Readers often leave after finishing an article |
| Financial Services | 25-40% | 40%+ | Trust-sensitive: high exits may indicate uncertainty |
| Homepage | 20-40% | 40%+ | Visitors should navigate deeper into the site |
| Product Page | 40-70% | 70%+ | Above 70% often means friction or trust issues |
| Blog Post | 70-90% | 90%+ | High exits are normal: users read and leave |
| Checkout / Signup | 15-35% | 35%+ | Exits here directly cost revenue |
| Landing Page | 30-55% | 55%+ | Depends on whether the CTA is converting first |
Typical exit rate ranges. Context matters: a blog post at 85% can be healthy while a checkout page at 40% signals a serious problem.
Frequently asked questions
What is the exit rate formula?
Exit Rate = (Number of Exits from Page / Total Pageviews of Page) x 100. For example, if a page received 10,000 pageviews and 3,500 of those sessions ended with the user leaving the site from that page, the exit rate is (3,500 / 10,000) x 100 = 35%.
What is the difference between exit rate and bounce rate?
Bounce rate measures sessions in which the user viewed only one page before leaving. Exit rate measures departures from a specific page regardless of how many pages the user visited before reaching it. Every bounce is counted as an exit on the landing page, but not every exit is a bounce. A checkout confirmation page, for example, should have a very high exit rate and a very low bounce rate, since most visitors arrived there after completing multiple steps.
Is a high exit rate always bad?
Not at all. Some pages are natural end points in a user session. Confirmation pages, article pages where visitors read and then leave, and contact pages frequently have high exit rates that accurately reflect the purpose of the page. A high exit rate is a problem only when it appears on pages that are supposed to guide visitors deeper into a funnel, such as product pages, pricing pages, or checkout steps.
How is exit rate tracked in Google Analytics?
Google Analytics (and GA4) records an exit whenever a session ends on a given page. The platform divides the number of exits by the number of sessions that included the page to give the exit rate. You can find it in the Pages and Screens report or build it into a custom exploration. Note that GA4 renamed some metrics: "exit rate" may appear as the percentage of sessions that exited from each page.
What is engagement rate in this context?
Engagement rate here is simply 100 minus the exit rate. It represents the percentage of pageviews where the visitor went on to view at least one more page before ending the session. A 30% exit rate means a 70% engagement rate: 70 out of every 100 visitors who saw the page continued browsing. Note that GA4 has its own engagement rate metric based on engaged sessions, which is a different calculation.
What exit rate should a checkout page have?
A healthy checkout or signup page exit rate is typically below 25-35%. Above 35% on a checkout page usually means friction in the purchase flow: unexpected costs at checkout, too many required fields, lack of guest checkout, or insufficient trust signals such as SSL badges and return policy links. Reducing the checkout exit rate by even a few percentage points can have a measurable impact on revenue.