Exit Heatmap
A heatmap that visualizes which blocks users exit (leave the page from). You can identify blocks with concentrated exits and prioritize improvements.
About This Feature
Every page, no matter how compelling, experiences some user exits. What matters is identifying "where" and "how much" exit occurs, then pinpointing improvable areas.
Using the Exit Heatmap, you can discover:
Which block on the page experiences the most exits
What percentage of users reaching each block exit there
Where exit rates spike
How to Use
Click the "Exit" tab in the heatmap toolbar to display the exit heatmap.
Switch between metrics using the dropdown menu in the upper left.
Exit Count
Displays the actual number of PVs that exited at each block. Use this when you want to understand impact magnitude in absolute terms.
Exit Rate
Displays the percentage of PVs where that block was the deepest scroll point on the page. Use this when comparing exit trends between blocks.
Additional Display on Heatmap
The exit heatmap displays exit numbers/rates plus:
Impression Rate (reach rate): Percentage of PVs that scrolled to reach the block
Impression Count: Number of times the block was displayed
Metrics Used
Block Exit Rate
Percentage of PVs viewing this block where it was the deepest page reach point
PVs with this block as deepest point ÷ PVs viewing this block (impression count)
Exit Count
Actual number of PVs exiting at this block
Exit rate × impression count
Impression Rate
Percentage of PVs that scrolled to reach this block
PVs reaching block top ÷ total PVs
Impression Count
Number of times this block was displayed
Impression rate × total PVs
For detailed formulas, see Metrics Reference.
Analysis Tips
Exit Causes Often Lie in the Previous Block
Users typically decide to exit after viewing a block, not when first seeing it. When you find high exit rates in a block, also check the preceding block's content.
Pay Attention to Sharp Impression Rate Drops
A sharp drop in impression rate indicates many users exited without scrolling to that block, suggesting the preceding content dampened their scroll motivation.
Checkpoints
Is first view impression rate sufficient? (Reference: 80-90% for search traffic, 60-80% for retargeting ads)
Which block has exceptionally high exit rate? Does it have improvement potential?
Is heavy exit happening just before important CTAs or conversion points?
Compare exit rates with stay times using Stay Heatmap
Exit Without Reading
High
Short
Lost interest from appearance or opening
Read Then Exit
High
Long
Checked content but it didn't meet expectations
Normal Passage
Low
Short
No particular friction, moving forward
Interested Passage
Low
Long
Content satisfied, moving to next block
Related Features
Stay Heatmap — For combined analysis of exit rate and stay time
Smart Summary — AI automatically analyzes exit point causes
Metrics Reference — Detailed metric definitions and formulas
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