Exit Rate.

Exit rate is the percentage of all page views on a specific URL that were the last page viewed in a session. Unlike bounce rate (which only counts single-page sessions), exit rate counts exits from a page regardless of how many other pages were viewed before it. Every page has an exit rate—users must leave the site from somewhere.

Exit Rate vs Bounce Rate

Bounce rate measures users who arrived at a page and left without viewing any other page. Exit rate measures users who left the site from a specific page, even if they visited multiple pages first. A high exit rate on a checkout confirmation page is expected and healthy. A high exit rate on a checkout payment page signals a problem. Context determines whether a high exit rate is a problem or a normal user journey endpoint.

Using Exit Rate for Funnel Optimisation

Exit rate is most valuable when analysed in funnel context. If a three-step checkout has exit rates of 20%, 15%, and 5% at steps 1, 2, and 3 respectively, step 1 is the highest-priority optimisation target. GA4's funnel exploration report surfaces step-by-step exit rates across any defined conversion funnel, enabling data-driven prioritisation of CRO efforts.