Why tracking error messages is such a valuable technique and how to do it. We'll discuss when to use Events and when to use Virtual Pageviews, look at different ways of reporting on the data and give examples of how to use this information to take action.

If you give visitors a chance to tell you what's wrong, they will. And they'll point you right at the problems which are causing low conversion rates. Now custom metrics and dimensions mean we can store some of this data in GA. And cohort analysis will let us work with it in new ways.