Every user will eventually leave your site. In fact, the number of visits should equal the number of exits. However, it’s important to understand for your site what is normal and what should be considered out of the ordinary.

The Site Analytics > Traffic > Exit Pages report will provide you a list of where your visitors left your site. It should be expected to have your home page listed first. Since most search engines will (at a minimum) point a user to the home page, you will normally see a much higher percentage of exits from the home page.

By tuning your search engine optimization (SEO) for your home page you should notice that this number (as a percentage of total exits) should go down. There may be a situation where a high exit count should be of concern. For example, if you have a hierarchy of pages that introduce product information, you could expect that a user might leave the site after reading the final amount of content that describes the product.

If however, you notice that the product introduction page is getting a high exit count, perhaps the content of that page might be redesigned and made more compelling—encouraging a user to click onward instead of leaving the site.

The Site Analytics > Visitors > Referrers reports allow you to sort referred visitors, that is, visitors who arrived at your site via another site, by the Search Referrers. To track your traffic from your paid campaigns, use the Campaigns> View All Campaigns menu to set up the tracking. Each channel in your paid campaign has a row in the View All Campaigns screen that lets you track its performance.  Referring reports also will allow you to sort between paid and unpaid (organic) searches.