While Immediate Exit (in Funnels Drop-off Analysis) and Step Exit Rate (in Funnels Visualizer) may sound similar, they’re calculated slightly differently. This is due to the fact that a Funnel can have several pages within 1 single step.
Immediate Exit measures users who leave the site immediately after reaching any page within a funnel step.
Step Exit Rate measures users who leave before moving on to the next funnel step, even if they visited multiple pages that belong to the same step first.
For example, if Step 1 of a Funnel includes multiple pages (Page A and Page B) and a user goes from Page A → Page B → Page A → Exit, they’ll count toward the Step Exit Rate but not as an Immediate Exit.
That’s because they didn’t leave right after arriving at Funnel Step 1—they continued to browse other Step 1 pages first.
When a funnel step includes only one page, Immediate Exit and Step Exit Rate will match.
