What is exit page?

How is exit rate calculated?

Exit rate = exits from the page ÷ pageviews of the page × 100

Every session ends somewhere, so every session has exactly one exit page. Exit rate puts that in proportion: how often, when someone viewed this page, it was the last thing they did. Unlike bounce rate, exit rate includes multi-page sessions.

Exit rate example

Your checkout page had 1,000 pageviews; 380 of them were the last page in their session. Exit rate = 38%. Your thank-you page has an exit rate of 90% — and that's fine, because there's nothing left to do. Your pricing page's exit rate is 70%, while comparable SaaS pages on your own site sit around 45%; that gap is worth investigating.

Why exit pages matter

Exit pages show where journeys end. In a funnel, a high exit rate on a step that should lead somewhere is the same thing as a funnel drop-off. Outside funnels, exit pages tell you where to add the next step: a related article, a demo link, a sign-up prompt.

Common exit rate pitfalls

• Every page has exits. A high exit rate is only a problem if the page's job is to send people onward.
• Exits to your own other domains. Leaving for your checkout on another domain, docs or app looks like an exit unless you track across domains.
• Outbound links are intentional exits. A partner directory with a 95% exit rate is working. Track outbound clicks to distinguish "left for the link we offered" from "gave up."
• Small samples. A page with 20 views and 15 exits doesn't prove anything.

How VisitTrack shows where visits end

VisitTrack shows each visitor's entry and exit page in the Users view and their full path in Journeys, and the Overview's Exit link tab lists the outbound links people clicked on their way out (outbound clicks are always tracked). Funnels show drop-off between any steps you define, which is usually the more actionable version of an exit report. To keep one visitor across your marketing site and a checkout on another domain, use cross-domain tracking.