# Exit Heatmap

A heatmap that visualizes which blocks users exit (leave the page from). You can identify blocks with concentrated exits and prioritize improvements.

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## 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

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## 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

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## Metrics Used

| Metric Name          | Definition                                                                     | Formula                                                                          |
| -------------------- | ------------------------------------------------------------------------------ | -------------------------------------------------------------------------------- |
| **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](/en/insight/smart-heatmap/metric-reference.md).

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## 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](/en/insight/smart-heatmap/stay-heatmap.md)

| Pattern              | Exit Rate | Stay Time | Likely Cause                                    |
| -------------------- | --------- | --------- | ----------------------------------------------- |
| 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         |

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## Related Features

* [Stay Heatmap](/en/insight/smart-heatmap/stay-heatmap.md) — For combined analysis of exit rate and stay time
* [Smart Summary](/en/insight/smart-heatmap/smart-summary.md) — AI automatically analyzes exit point causes
* [Metrics Reference](/en/insight/smart-heatmap/metric-reference.md) — Detailed metric definitions and formulas


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