0% Exit Rate in Google Analytics or Bug in Navigation Summary Report?

In a prior article,  How to Use the Google Analytics Navigation Summary Report, I explained how to use Google Analytics to see how visitors got to specific pages and where they went from these pages.  I also pointed out that while the navigation summary report is insightful, there is a significant bug in the report.

Take a look at the following screenshot:

Google Analytics Navigation Summary Report, Error in % Exits
Google Analytics Navigation Summary Report, Error in % Exits

The ‘% Exits’ metric is inaccurately representing the actual data. As of today this report will show ‘0.00% Exits‘ for every page on your website, which is not accurate. Fortunately, there is a simple work around to find the real % Exit rate.

To find the accurate exit rate for a particular page, use the drop down menu as shown in the following screenshot and select the Content Detail report.

Google Analytics Content Detail Report
Google Analytics Content Detial Report

This report shows the actual % Exit rate for the particular webpage which you were analyzing in the navigation summary report. The metric % Exit indicates percentage of site exits that occurred from that page.

By looking at this metric I can understand what percentage of traffic leaves my website from this page. If this particular page is meant to act as a gateway page and if it has a high % Exit rate, then you definitely want to consider making changes to this page. If this page is meant to be an exit page (e.g. your receipt page) then a high % Exit rate is expected and acceptable.

Google is working on fixing the error in the navigation summary report. Until then you can use the above work-around to find the % Exit metric for a particular page.

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