Difference between exit rate and bounce rate

Bounce rate is the percentage of sessions during which visitors left your website after viewing only one page. But there’s a slight nuance to how the bounce is counted.

If the visitor performs an action on one page, for example, types in a query in a search, clicks to download a file, or signs up for a newsletter, and then leaves, a bounce will not be counted, even though a visitor viewed only one page.

Bounce rate is counted in this way:

Bounce rate = Bounces / Sessions * 100%

Bounces: The number of sessions during which visitors viewed an entry page but didn’t continue to another page view, goal conversion, or e-commerce conversion.

Exit rate is the percentage of sessions that finished on a selected page. If a visitor left your website from a home page, an exit will be counted for that page. A visitor may have viewed only this page or more pages in this session.

Exit rate is counted in this way:

Exit rate = Exits / Sessions * 100%

Exits: The number of page views for a page that was the last during a session.

To make it more clear for you, here’s an example:

  • Somebody visits page A > downloads the file
  • Somebody visits page A
  • Somebody visits page A > page B
  • Somebody visits page A

The bounce rate for page A is 50%. Four sessions started with page A and during two sessions (2 and 4) visitors didn’t move to another page nor performed any further actions.

The exit rate for page A is 75%. There were 4 sessions on page A. Three of them (1, 2, and 4) finished on page A. One session finished on page B.

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