What's the difference between bounce rate and exit rate?

Bounce rate counts visits. Exit rate counts page views. The denominators are different, and that’s the whole difference.

Bounce rate: of the visits that started on this page, how many ended there without a second pageview.

Exit rate: of everyone who viewed this page at any point in their visit, how many left the site from it.

A worked example. Ten people land on /pricing directly; four leave immediately. Another twenty reach /pricing from somewhere else on the site, and six of those leave from it.

• Bounce rate for /pricing is 4 ÷ 10 = 40%. Only the visits that began there count.
• Exit rate for /pricing is 10 ÷ 30 = 33%. Everyone who saw the page counts.

Every bounce is also an exit. Not every exit is a bounce.

Which one you want depends on the question. Use bounce rate to judge a landing page or a campaign - did the traffic you bought stick around. Use exit rate to find the leak in a flow - which step of the checkout is where people give up.

Neither is a verdict on its own. The last page of a five-step signup should have a huge exit rate; that’s people finishing. A funnel tells you far more about a sequence than either number does.

In Feasible, bounce rate is one of the six top tiles and appears as a column when you open a report in the drawer. Exit rate lives in the query engine and the API rather than on a tile - the Exit Pages tab under Top Pages is where you’d start on the dashboard.