What is the exit rate of Google Analytics?

Do you know what percentage of users who have visited your website have left?

Here, we introduce the meaning of the exit rate of Google Analytics, how to check the exit rate of each page using Google Analytics, and tools to check the exit rate more easily.

1. What is the withdrawal rate?

The exit rate of Google Analytics is a value that indicates the percentage of pages that broke out of the number of times the page was viewed, and can be calculated as "number of exits / number of PV".

For example, if a page is viewed 100 times and 60 users leave, the exit rate is 60%.

Exit rate is the percentage of all page views for an individual page that made it the last page in the session.

Source: Difference between Exit Rate and Bounce Rate-Analytics Help

2. Difference between Exit Rate and Bounce Rate

A similar metric is bounce rate.
The bounce rate is the percentage of all sessions that started out that were the only ones for that page, and can be calculated as bounces / inflows.

Bounce rate is related to the metric (inflows) focused on users who started browsing from the page, while exit rate is related to the metric (PVs) for all users who viewed the page In that respect, they are distinctly different.

Bounce rate is the percentage of all sessions that started on that page that were the only pages in the session.

The bounce rate for a page is calculated only for sessions that started on that page.

Source: Difference between Exit Rate and Bounce Rate-Analytics Help

3. How to check withdrawal rate with Google Analytics

Now, let's actually check the exit rate with Google Analytics. There are two ways to check the exit rate in Google Analytics, and the method depends on what you want to check the exit rate.

① If you want to check the exit rate of the entire site

After logging in to Google Analytics,

1. Click [Action> Summary] to display the summary.
2. Switch the metric that defaults to Pageviews to Exit Rate
In Google Analytics, you can see the drop-out rate from the "activity" report
3. [Exit rate of entire website] can be checked
4. You can select the data period from the select box in the upper right
In Google Analytics, you can change the period of the exit rate data from the select box in the upper right

② When you want to check the exit rate of each page

1. Click [Action> Site Content> All Pages]
2. You can check [Leave rate of each page]
Google Analytics can also show the exit rate of each page

As you can see, in Google Analytics, even with the same exit rate, the method of checking differs depending on the exit rate.

4. Access analysis tool "Anatomy" to visualize withdrawal rate

With the access analysis tool "Anatomy" to "visualize" Google Analytics, you can check the exit rate not only by URL but also by screen capture.

You can display the exit rate of each page by simply clicking (①) twice on the part where “exit” at the top of the panoramic view.

Furthermore, since the exit rate is expressed in four shades of color, it is possible to find at a glance a page where the exit rate is prominent and high (②).

In addition, you can also check the transition graph of the exit rate for each page simply by clicking the icon on the graph on the right (③) (④).

Access analysis tool "Anatomy" makes it easy to find pages with a high exit rate

Anatomy allows you to check the exit rate while checking the screen design. This makes it easy to take measures such as changing the position of the link or making the link stand out.

In this way, in Anatomy, you can easily check information such as the exit rate of each page, the page with the highest exit rate, the page load time and screen design to improve it.

5. 3 Ways to Find Pages to Improve Exit Rate in Anatomy

Here's how to find out more withdrawal rates in Anatomy. Anatomy is good at analyzing between indicators.

① Number of PV × withdrawal rate

Switch to the exit rate while arranging in order of the number of PVs
Discover pages to improve withdrawal rate with access analysis tool "Anatomy"

If you switch to the exit rate and there is a dark green tile on the left side, it means "pages with many PVs and high exit rate". You can see that such a page should be improved first. Take a look at the screen capture to see if it can be improved.

② Number of withdrawals x withdrawal rate

Switch to the withdrawal rate while sorting in descending order
Discover pages with high exit rate and number of exits with the access analysis tool "Anatomy"

If you switch to the exit rate and there is a dark green tile on the left side, it means "pages with many exits and high exit rate". You can see that such a page should be improved with priority as above. Looking at the number of exits alone, I forget to capture the overall feeling of the number of PVs. Comparing the number of exits and the exit rate at the same time makes it clear which pages need to be improved.

③ Exit rate-bounce rate

Click "Difference between Exit Rate and Bounce Rate (Exit Rate-Bounce Rate)" in the calculator
Use the access analysis tool "Anatomy" to find the exit page of migrating users

If the number on the tile is positive, it means "pages where people traveling around the site tend to leave." If it is negative, it means "the page where the person who came in tends to bounce directly". If LPs and blogs are positive, you can see that they are able to travel. Conversely, if such a page is negative, you know that it is a page that should be improved first.

Conclusion

Exit rates are very similar to bounce rates, but are closely related to PV count. Knowing the number of PVs, the number of dropouts, and the bounce rate is important for discovering improvements on the site. If you're a little annoyed with Google Analytics, try Anatomy once.

If you have any concerns about Google Analytics settings, such as the inability to measure the exit rate of a particular page or the range of the entire site is different than expected, there is also a service that can diagnose the settings of Google Analytics, Please try together.

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