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Have you ever thought about what happens when a user tries to do something on your website, but gets an error?

If you sell directly from your website, errors may cause your visitor to abandon their shopping cart altogether and purchase from somewhere else.

Errors in form submissions may prevent leads from reaching your inbox, and users may be unlikely to try again.

Errors early in the sales process may kill the sale altogether. Alternatively, some errors such as requesting a correction to an incorrect credit card number may get fixed by the user and will not negatively impact the sale most of the time. There is still a chance that the transaction will be abandoned however if your website is set up in such a way that the user has to type all the fields in again or the error makes the user experience cumbersome.

Different errors will have different rates of abandonment depending on how severe they are and whether the user can fix it themselves.

Did you know that in many cases we can capture error messages in Google Analytics?

If your error messages are stored in a javascript object on the website then we can access the message and store it in your analytics. Once there we can determine how likely an error is to be corrected by your users, and what kinds of error messages may be causing high abandonment.



Hopefully, you don’t have many errors on your website, but if you do, seeing their impact in revenue terms might give you the impetus to get them fixed!

Take care and have a great day.


Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020