No More Missing Data! How GA4's Entrances and Exits Help You Understand User Flow

10th Jul 2024

3 Minutes Read

By Abhishek Tiwari

Ever wondered where visitors land on your website or app, and where their journeys end? This is where Google Analytics 4 (GA4) comes in handy, with metrics like Entrances and Exits providing valuable insights into user behavior.

Why are Entrances and Exits Important?

Imagine your website or app as a bustling city. Entrances tell you where people enter the city for the first time, while Exits show where they leave. By understanding these entry and exit points, you can:

  • Improve User Experience: Identify pages or screens that need more attention to make them more engaging and keep visitors coming back.
  • Optimize Marketing Efforts: See which landing pages from your marketing campaigns are most effective in attracting users.

The Metrics Explained:

  • Entrances: This metric counts the number of times a session begins on a specific page or screen. It tells you which pages are acting as entry points for your visitors.
  • Entrance Rate: This percentage shows how often a particular page serves as the starting point for user sessions. It's calculated by dividing Entrances for a page by the total number of sessions.
  • Exits: This metric counts the number of times a session ends on a specific page or screen. It reveals which pages or screens are causing users to leave your site or app.
  • Exit Rate: This percentage shows how often a session ends on a particular page. It's calculated by dividing Exits for a page by the total number of sessions.

Example in Action:

Let's say you have a website with three main pages: A, B, and C. Here's how Entrances and Exits can help you analyze user flow:

  • Page A: 33% Entrance Rate, 33% Exit Rate. This suggests that while some users start their journey on Page A, an equal number leave from there. It might be a good idea to investigate the content or design of Page A to see if it's engaging visitors.
  • Page B: 75% Entrance Rate, 50% Exit Rate. This indicates that Page B is a popular entry point, but a significant portion of users also leave from there. Analyzing user behavior on Page B could reveal areas for improvement.
  • Page C: 25% Entrance Rate, 50% Exit Rate. This shows that Page C isn't a common starting point, but users who reach it have a high chance of leaving. Consider optimizing the flow leading to Page C and its content to keep visitors engaged.

Finding Entrances and Exits Data:

GA4's Explore feature allows you to create custom reports to analyze Entrances and Exits. You can use a "free-form exploration" and include dimensions like "Page title" or "screen class" alongside the Entrances and Exits metrics. This helps you see which specific pages or screens are acting as entry and exit points.

Entrances vs. Landing Pages:

It's important to distinguish between Entrances and Landing Pages. A Landing Page is the specific page a user lands on when they first visit your site, often through a marketing campaign. Entrances, on the other hand, tell you how many times a session begins on any page, regardless of how the user arrived there.

By understanding the difference between Entrances and Landing Pages, you gain a more comprehensive picture of your user journey.


Entrances and Exits in GA4 offer valuable insights into user flow. By analyzing this data, you can optimize your website or app to improve user experience and achieve your marketing goals. So, start exploring these metrics in GA4 and gain a deeper understanding of how visitors navigate your digital space!