Discovering Exit Page Data in GA4 API

[Dylan]

In Google Analytics 4, it may seem a bit more challenging to find exit pages compared to Universal Analytics. Unfortunately, GA4 API does not have a dedicated “exit pages” report like the old version had. However, you can still find this data through a bit of a workaround.

In GA4, ‘Engagement’ and ‘Engagement Events’ can be analyzed for this purpose. By getting insights into the web pages where users have their final engagement (like scroll, click etc.), you can infer those as the exit pages.

It’s noteworthy that GA4 is event-based rather than session-based. As a result, the concept of ‘exit’ has changed; for example, a user might be thought to ‘exit’ when they no longer engage with the website, but that doesn’t precisely tally with the traditional concept of ‘exit.’

To get more familiar with this, you may want to explore Google’s GA4 resources and read up on ‘Events’ and ‘Engagements’. It may not be exactly the same experience as UA, but over time, you’ll get more comfortable with the new system.

[Leo]

Currently, the exit page metric isn’t available directly in the GA4 interface. But Google is still in the process of updating and improving GA4, and it is expected that in the future more metrics, possibly including exit pages, will be included. However, you can nonetheless use some alternative ways to get this information. For example, you can assess user engagement with the ‘Engagement and retention’ features to understand where users leave your site, or look into the ‘path analysis’ in the Analysis module for closer insights into user behavior on the site. If you want more detailed data, it might be worthwhile to consider using the BigQuery GA4 export feature, but please note that it’s more technical and may require SQL knowledge.