What is more important- Bounce rate or Exit rate.

[appzuniverse]

Exit Rate: Always calculated even if they didn't start or end on the page. If they went from Page C in the last example to another page in your site then it is positive. If they left your site after visiting Page C then it is a negative. 50% of people in that example either visited another page, or exited the site through Page C. 2 for 2, out of a total of 4.

Bounce Rate: Only calculated if they entered the site on that page. Never calculated if they got to the page from another page on your site (the preceding page would get the bounce rate). So in the above example of Page C again. They only came in on Page C once and they exited after reading it. So it is 100% bounce.