Definition
Exit Rate
How often a page is the last page in a session.
Definition
Exit rate measures the share of visits to a page that end with that page as the final observed step.
Meaning
It identifies where visitors leave the site.
Why It Matters
High exit rate on a decision page may be normal, but high exits on educational or navigation pages can signal weak next steps.
History And Context
Exit analysis has been part of analytics since teams began using page paths to understand where funnels and journeys lose visitors.