Your 404 Page Is One of Your Top Pages in Google Analytics — Now What?

A client noticed their 404 error page sitting right in the middle of their top pages report in Google Analytics. Their first question was the right one: what were people clicking on to get there? The honest answer was we didn't know — not from Google Analytics alone. That gap between knowing something went wrong and knowing exactly what and why is one of the most common blind spots in website analytics, and understanding it opens up a much bigger conversation about session recording tools, IP tracking, cookie tracking, and what each mechanism can actually tell you about your visitors.