404 Errors: How to Find and Fix Them with Web Analytics
404 Errors: How to Find and Fix Them with Web Analytics
TL;DR β Quick Answer
1 min readTrack 404 errors by adding a custom event to your 404 template. Analyze the most common broken URLs, identify referral sources sending traffic to them, set up 301 redirects, and fix internal links to recover lost traffic and SEO value.
404 errors quietly drain traffic, frustrate visitors, and weaken SEO, especially when they pile up unnoticed across important pages.
Why 404 Errors Matter for SEO and UX
User Experience
Visitors who hit a 404 page are likely to leave entirely.
SEO Impact
Search engines may reduce crawl frequency and link equity is lost from backlinks to broken URLs.
Lost Revenue
A 404 on a product or pricing page means a lost sale or lead.
How to Track 404 Errors
Custom Event Tracking
Add a snippet to your 404 template that triggers an analytics event with the requested URL as a property. This captures the exact URL, referral source, and any UTM parameters.
Pageview Goal Tracking
Set up a pageview goal that triggers when your 404 page is visited.
Server Log Analysis
Server logs record every 404 response for comprehensive monitoring.
Analyzing 404 Error Data
Most Common 404 URLs
Highest-priority fixes.
Referral Sources
External sites with broken links can be contacted. Fix internal broken links directly.
Search Engine Traffic
Set up 301 redirects for URLs still appearing in search results.
Trends Over Time
A sudden spike might indicate a migration issue or popular link pointing to a deleted page.
Fixing 404 Errors
Set Up 301 Redirects
Redirect old URLs to relevant existing pages to preserve SEO value.
Fix Internal Links
Search your site for links pointing to non-existent pages.
Create a Helpful 404 Page
Include search functionality, links to popular pages, and a way to report broken links.
Monitor After Fixes
Verify that 404 rates decline and set up ongoing monitoring.
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