--- title: "Exit Page — Identify Where Users Leave Your Site | OWOX" canonical: "https://www.owox.com/metrics/exit-page" updated: "2026-09-21" --- ![](https://cdn.owox.com/www/content-marketing-marketingmetrics/average-cpm/icon/1.svg/public) Metric · 2 min read # Exit page Exit Page shows the last page a user visits before leaving your website. Here's everything you need to know: what it is, why it matters, how to analyze it, and how to reduce exits on key pages! Formula Exit Rate (%) · \= · Number of Exits from a PageTotal Pageviews of that Page · × 100 **Example.** If your product page receives 2,000 views and 400 users exit from it, the Exit Rate is 20%. This means 1 in 5 users leaves the site from that page. ## Overview ## What it is Exit Page refers to the specific page where a user ends their session on your website. It’s the final page they view before closing the tab, returning to search, or navigating away. ## Why it matters Exit Page data helps you understand which pages are leading users to leave your site. High exit rates on key conversion pages may reveal friction, confusion, or underperforming content. ## How it is calculated Exit Page metrics are tracked in analytics tools like Google Analytics. You can analyze how many exits occur on each page and calculate Exit Rate by dividing exits by total pageviews for that page. ## Good and bad values ## A good value A good Exit Page performance depends on the page’s intent. High exits on confirmation or thank-you pages are normal. For mid-funnel or product pages, lower exit rates suggest stronger engagement. ## A bad value High Exit Rates on landing, product, or checkout pages may signal friction, confusion, or poor user experience – resulting in missed opportunities. ## Do Use these techniques to reduce Exit Rates and keep users engaged on your site longer. 1. 01 ### Strengthen internal linking Add links to related content or product pages to guide users deeper into your website and encourage continued exploration. 2. 02 ### Improve page load speed A slow-loading page can cause users to abandon the site. Optimize images and reduce scripts to speed up performance. 3. 03 ### Add clear next steps Include strong calls to action and navigation cues that direct users to the next logical step in their journey. ## Avoid 1. Ignoring Exit Page reports or misinterpreting exit data can lead to bad decisions. Don’t treat all exits as negative – evaluate in context and prioritize critical pages with high drop-off. ## Related metrics ## Related metrics you might be interested in [Average Time on Page`= Total Time Spent on Page ÷ (Pageviews – Exits)`](/metrics/average-time-on-page) [Exit Rate`= (Total Exits from Page ÷ Total Pageviews for Page) × 100`](/metrics/exit-rate) [Landing Page Performance](/metrics/landing-page-performance) [Top Landing Page](/metrics/top-landing-page) ## Related articles ## Articles that use Exit Page [data integration · How to connect LinkedIn Pages to BigQuery with OWOX Data Marts · Oct 26, 2026](/blog/articles/free-linkedin-pages-to-bigquery-connector) [data modeling · Is the Medallion Architecture Worth Its Complexity? Count Decisions, Not Layers · Oct 26, 2026](/blog/articles/medallion-architecture-worth-it) [bigquery · How to unnest GA4 event\_params in BigQuery: page\_location, ga\_session\_id and items · Oct 16, 2026](/blog/articles/unnest-ga4-event-parameters-in-bigquery) ## Customer stories ## Learn how teams ship analytics faster Organizations that scaled analytics without scaling headcount [All case studies →](/blog/success-stories) [Pürblack · "For 10 years I was blind." The day Pürblack® founder stopped guessing · Seconds · to get reports across six channels · Read the story](/blog/success-stories/purblack) [Reformation · How OWOX Reports Helped Reformation Make Data-Backed Decisions · Minutes · from data request to business decision · Read the story](/blog/success-stories/reformation) [WorkSimpli · How OWOX Reports Streamlined Operations for WorkSimpli, Saving Over 10 Hours Weekly · 10hrs+ · saved per week on manual reporting · Read the story](/blog/success-stories/worksimpli) ## What users are saying ## Not testimonials. Comment threads. Real things real customers said — each quote pinned to a specific claim, straight from the quotes database. A9 · re: one source of truth ![Mark Simmons](https://cdn.owox.ai/www/webflow/6a7b298b2b9daab0ade631d7_mark-headshot.png/public) Mark Simmons · CMO, Pürblack® > _“We had six or seven different channels and no single source of truth — it was almost impossible, a lot of guesswork.”_ C3 · re: golden data ![Nodari Rizun](https://cdn.owox.ai/www/webflow/6a7b298b2ca5055443187566_nodari-headshot.png/public) Nodari Rizun · Founder & CEO, Pürblack® > _“Golden data is clean data — the measure of reality, true and not false, that you can trust based on its source. If you have that, you're good.”_ E5 · re: dashboards vs truth ![Nodari Rizun](https://cdn.owox.ai/www/webflow/6a7b298b2ca5055443187566_nodari-headshot.png/public) Nodari Rizun · Founder & CEO, Pürblack® > _“Most businesses look at a Shopify or Google Analytics dashboard and think it's the source of truth. It's not — that data was never cleaned.”_ ## Your New Normal Calculate Exit Page on your own data. OWOX Data Marts helps you track Exit Page trends, compare exit behavior across pages, and uncover patterns behind where users drop off. Use these insights to improve navigation, reduce friction, and increase conversions. * No AI hallucinations * Analyst-governed definitions * Every number traces to SQL [Get started free](https://www.owox.com/app-signup) ## Book a call You are booked. The invitation is on its way to , with the calendar invite and the meeting link. [Reschedule](#) [Cancel](#) ## Schedule a meeting ## Schedule in person meeting at Tip Top Toronto You are booked. The invitation is on its way to , with the calendar invite and the meeting link. [Reschedule](#) [Cancel](#) ## Links Pages this page links to, on this site and on docs.owox.com. Where the page has a Markdown twin, its address follows the link. - [Average Time on Page= Total Time Spent on Page ÷ (Pageviews – Exits)](https://www.owox.com/metrics/average-time-on-page) — /metrics/average-time-on-page.md - [Exit Rate= (Total Exits from Page ÷ Total Pageviews for Page) × 100](https://www.owox.com/metrics/exit-rate) — /metrics/exit-rate.md - [Landing Page Performance](https://www.owox.com/metrics/landing-page-performance) — /metrics/landing-page-performance.md - [Top Landing Page](https://www.owox.com/metrics/top-landing-page) — /metrics/top-landing-page.md - [data integration · How to connect LinkedIn Pages to BigQuery with OWOX Data Marts · Oct 26, 2026](https://www.owox.com/blog/articles/free-linkedin-pages-to-bigquery-connector) — /blog/articles/free-linkedin-pages-to-bigquery-connector.md - [data modeling · Is the Medallion Architecture Worth Its Complexity? Count Decisions, Not Layers ·…](https://www.owox.com/blog/articles/medallion-architecture-worth-it) — /blog/articles/medallion-architecture-worth-it.md - [bigquery · How to unnest GA4 event_params in BigQuery: page_location, ga_session_id and items · Oct…](https://www.owox.com/blog/articles/unnest-ga4-event-parameters-in-bigquery) — /blog/articles/unnest-ga4-event-parameters-in-bigquery.md - [All case studies →](https://www.owox.com/blog/success-stories) — /blog/success-stories.md - [Pürblack · "For 10 years I was blind." The day Pürblack® founder stopped guessing · Seconds · to get…](https://www.owox.com/blog/success-stories/purblack) — /blog/success-stories/purblack.md - [Reformation · How OWOX Reports Helped Reformation Make Data-Backed Decisions · Minutes · from data…](https://www.owox.com/blog/success-stories/reformation) — /blog/success-stories/reformation.md - [WorkSimpli · How OWOX Reports Streamlined Operations for WorkSimpli, Saving Over 10 Hours Weekly ·…](https://www.owox.com/blog/success-stories/worksimpli) — /blog/success-stories/worksimpli.md - [Get started free](https://www.owox.com/app-signup)