Sorry, we can't find the page you're looking for 404 errors is top landing page?

Shopify Discussion
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Topic summary

A Shopify store experienced a sudden drop in sales and zero Google Ads conversions starting December 8, 2023. Google Analytics revealed that a 404 error page (“Sorry, we can’t find the page you’re looking for”) became the top landing page, despite product URLs appearing correct in Google Merchant Center.

Key Details:

  • Store contains over 1,500 products
  • Previously had negligible 404 errors for years
  • All dashboards (Merchant Center, Google Ads, Shopify) appear normal
  • Google Analytics shows the 404 page but not the original requested URLs, making diagnosis difficult

Suggested Solutions:

  • Check if inventory management apps are hiding sold-out products from the online store channel
  • In Google Analytics 4, change “page title and screen class” to “page path” and add a secondary column to identify specific URLs generating 404 errors
  • Search for “not found” in the page path column to view affected URLs and implement redirects

The store owner confirmed they hide sold-out items, but the sudden spike in 404 errors exceeds normal stock attrition patterns. A support ticket with Shopify was opened to investigate further.

Summarized with AI on November 9. AI used: claude-sonnet-4-5-20250929.
1

Hi,

Since December 8th 2023 our site sales have plummutted (Google ads conversion is now zero). After some reserach ive found that “Sorry, we can’t find the page you’re looking for” has become almost the top page visited (via Google Analytics) which is basically a 404 error.

I have checked the product feed in Merchant centre and the product URL’s seem to work okay. Can anyone explain this behaviour?

It developed out of no-where with no unusual changes. Our catalogue contains over 1500 products. All dashboards in Merchant Centre / Ads and Shopify look fine. I reconnected the Google App JIC but am still getting 404 as the top landing page.

Any advice welcome.

Thankyou.

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2

I have seen similar issues in the past when we used inventory management apps that hide sold-out products (unpublish them from online store channel). Do you hide sold-out products from online store channel?

3

Thanks. Generally we do hide items that are sold out and this is reflected in Google Search consoles 404 page index analysis. The issue is the sudden spike in Page not found 404 errors. The normal attrition of stock would not create this amount of 404 errors firstly as Google ads / shopping would be updated for external traffic and secondly you would not be able to see these products navigating aroung the site. For the first few years we had negligible 404 site page ranking but from Dec 8th it is number 3. I have a ticket with Shopify to try and get to the bottom of it in terms of what URL’s are generating these 404’s. Its been very difficult to see this key data as Google simply lists the 404 page error and not the requested URL and Shopify also lists the 404 without lisiting the original URL requested. (as far as im aware).

4

Change the “page title and screen class” to “page path” and then add a secondary column via the plus icon right next to it and add “page title” and search about the column for 404 to discover the url

5

Hi,

I’m sure you’ve resolved your issue by now but this might help others. It’s an article on how to find 404 errors in GA4 for your Shopify store.

Best–

6

in analytics, next to that column is a plus icon to add another column, add “page path” and search “not” for not found to see your data. you will be able to see the url and then redirect it.

see attached screenshot of how it looks

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