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What is an exit in Google Analytics?

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Published on Jan 20, 2023 by Iron Brands

Since an entrance refers to a user's landing page; an exit is the last page or screen a user views during a session. It is an important concept in Web Analytics because it represents the ending point for a user's journey on your website or web application.

Typically, exits are measured through the Exit Rate metric. This is the number of exits divided by the number of sessions on your website or web application. Measuring this informs you about the percentage of sessions on your website or web application that end with a specific page or screen. This may indicate that the content of a particular page is not optimal.

You can find Exits and Exit Rate through the Behavior section of the Google Analytics interface. This section includes a variety of reports that provide information about exits, such as the All Pages report. This report mentions which pages or screens are most commonly used as exits.

It might be interesting to measure exits because you can answer questions such as:

  • What pages or screens do users typically use as exits?
  • How does the Exit Rate vary by traffic source, device, or other dimensions?
  • How does the Exit Rate for a specific page or screen compare to the overall Exit Rate?
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