What does exit rate mean?
Exit rate is an important metric used in Google Analytics 4. It refers to the percentage of visitors who leave your site from a specific page, without taking a desired action. It helps identify which pages may not be meeting user expectations or require improvement, providing insight into where visitors typically exit during their journey.
How is exit rate different from bounce rate?
Historically, ‘Bounce Rate’ was an important metric in Google Universal Analytics but has since been de-emphasised in Google Analytics 4, favoring ‘Exit Rate’ in Google Analytics 4.
Bounce rate measures the percentage of visitors who leave your site after viewing just one page. Exit rate, on the other hand, refers to the percentage of visitors who leave from a particular page, but they could have browsed multiple pages before that. Exit rate is about where visitors leave, while bounce rate is about single-page sessions.
How do you calculate exit rate?
To calculate exit rate, use the formula: (Number of exits from a page / Total page views) x 100. For example, if your “Contact Us” page had 200 views and 50 visitors exited from it, the exit rate would be (50 / 200) x 100 = 25%.
The exit rate can be calculated for any time period, such as daily, weekly, bi-weekly, monthly, or annually. Understanding exit rate can help identify pages that need optimization to retain visitors.
Why is exit rate important?
Exit rate analysis helps businesses identify which pages might be underperforming or causing visitors to leave. It’s crucial for improving the customer journey and conversion rate. For retail, understanding exit rate can highlight pages that may be causing friction, enabling targeted optimizations that increase engagement and reduce lost sales opportunities.
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