Overview
Element451 automatically captures student activities within the platform, including form submissions, campaign interactions, event registrations, conversations, and page views. However, to get complete visibility into the student journey, you can extend tracking capabilities using two complementary methods:
Google Tag Manager (GTM) Integration - Track student activity on Element451 pages and send events to platforms like Google Analytics and Meta Ads
Element451 Tracking Pixel - Track student activity on your institution's website so activities appear in student profiles
When implemented together, these methods provide comprehensive tracking across your entire digital ecosystem, from initial website visits through Element451 conversions.
Why Activity Tracking Matters
Implementing comprehensive activity tracking unlocks powerful capabilities for student engagement:
Complete Journey Visibility: See how students move from your website to Element451 modules and where they convert
Behavioral Segmentation: Create targeted campaigns based on specific activities and engagement patterns
Performance Measurement: Track conversion rates and ROI across platforms like Google Analytics and Meta Ads
Optimization Insights: Identify drop-off points and opportunities to improve the student experience
Milestone-Based Automation: Trigger communications based on specific actions (e.g., application started but not completed)
For more information about using activity data for automated campaigns, see our Milestones article.
1. Google Tag Manager Integration
What it does: Captures detailed events from Element451 modules (forms, appointments, Discovery, Messenger, etc.) and sends them to analytics and advertising platforms.
Best for institutions that want to:
Track conversions in Google Analytics or Meta Ads
Measure ROI on digital advertising campaigns
Set up retargeting campaigns based on Element451 interactions
Get detailed analytics on student engagement across modules
Key benefits:
Universal container setup - configure once, deploy everywhere
Rich event data with metadata (contact IDs, timestamps, module context)
Integration with major platforms (GA4, Meta, Google Ads)
Comprehensive tracking across all Element451 public modules
2. Element451 Tracking Pixel
What it does: Tracks student activity on your institution's website, with page views and link clicks appearing in Element451 student profiles.
Best for institutions that want to:
See website behavior in Element451 student records
Segment students based on website activities
Send targeted emails based on website engagement
Understand the complete student journey from website to conversion
Key benefits:
Website activities appear directly in student profiles
Enables website-based segmentation and automation
Simple implementation through GTM or direct embedding
Works seamlessly with Element451's built-in tracking