Exit Rate Calculator

Find the share of pageviews that were the last page in the session. Enter pageviews and exits for a page to get exit rate, continuation rate, and how it compares to a prior period and a target.

Quick Facts

Formula
Exit Rate = Page Exits ÷ Pageviews × 100
Counted per page: every session that ends on that page counts as an exit, no matter how many pages came before it.
Not the same as bounce rate
Bounce rate = single-page sessions only
Exit rate includes multi-page sessions that happen to end on the page; bounce rate only counts sessions with just one pageview.

Your Results

Calculated
Exit rate
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Exits ÷ pageviews
Continuation rate
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Views that led to another page
Change vs prior period
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Current rate minus prior rate
Gap to target
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Current rate minus target rate

Ready

Enter pageviews, exits, a prior-period rate, and a target rate, then press Calculate.

How the Exit Rate Calculator works

Exit rate is a web analytics metric that answers a per-page question: of everyone who viewed this specific page, what share left the site right after, without viewing another page first? It is reported per page (not per session), and it is measured across every session that touched that page, whether that page was the first one visited or the fifth.

The formula

For a given page, with E exits and V pageviews over the same period:

Exit Rate = E ÷ V × 100

An "exit" is counted whenever a pageview for that page is the last pageview of a session. If the page was viewed 10,000 times in a period and 3,100 of those views were the final page a visitor looked at before leaving, the exit rate is 3,100 / 10,000 × 100 = 31%. The complement, 100% − Exit Rate, is the continuation rate: the share of views that led to at least one more pageview in the same session.

Exit rate versus bounce rate

These two metrics are often confused. Bounce rate only counts sessions made up of a single pageview — the visitor arrived and left without viewing anything else. Exit rate counts every session that ended on a given page, regardless of how many pages came before it. A checkout confirmation page or an article's final page can have a very high exit rate (visitors are supposed to leave there) while having a near-zero bounce rate, since almost no one lands directly on it.

Worked example

A product page gets 10,000 pageviews in a month, and 3,100 of those sessions end on that page. Exit rate = 3,100 / 10,000 × 100 = 31%, so the continuation rate is 69%. If last month's exit rate for the same page was 36%, this month is down 5 percentage points — a sign more visitors are moving on to another page (such as checkout) instead of leaving.

Reading the result by page type

  • Funnel or product pages: a rising exit rate here is usually worth investigating — it can mean slow load times, unclear next steps, or a mismatch between what visitors expected and what the page delivers.
  • Thank-you, confirmation, or article-end pages: a high exit rate is normal and often desired, since the page marks the end of a completed task.
  • Comparing to a target: set a target exit rate based on the page's role, then track the gap over time rather than judging a single snapshot in isolation.

Frequently Asked Questions

How is exit rate calculated?
Exit Rate = Number of Exits from a page divided by Total Pageviews of that page, times 100. If a page was viewed 10,000 times and 3,100 of those views were the last page in the session, the exit rate is 3,100 / 10,000 x 100 = 31 percent.
What is the difference between exit rate and bounce rate?
Bounce rate only counts sessions that consisted of a single page view. Exit rate counts every session that ended on that page, including sessions where the visitor viewed several other pages first. A page can have a high exit rate without a high bounce rate if visitors reach it late in a multi-page session.
What counts as a good exit rate?
There is no universal benchmark because exit rate depends on the page's role. A checkout confirmation or article-end page is expected to have a very high exit rate since visitors are meant to leave there. A high exit rate on a page in the middle of a funnel, such as a product listing or cart page, usually signals a problem worth investigating.
How do I lower the exit rate on an important page?
Common fixes include adding a clearer next-step call to action, fixing slow load times or broken elements, improving internal links to related content, and checking that the page actually matches what visitors expected when they arrived. Compare the exit rate against the page's target and prior-period rate to see if changes are working.

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