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What Element451 Tracks
While using Element451 to manage and engage with your students, student activities get tracked automatically and are captured in the student's profile. Form submissions, Campaign receipts, Event registrations, and Conversations for example. Element451 also tracks how students interact with Element Pages. The activities are known as page views and link clicks.
Element also offers a tracking pixel. The pixel is a snippet of code that can be placed on your institutions website. Adding the pixel to your website will allow you to see how students explore your pages. Activities on your institutions website will show up on the student record as page views and link clicks as well.
You can segment by these activities. For example, if you wish to send a deadline reminder email to students who have started an application, but have not completed it, you can simply segment the milestone: application start date. For more information on milestones, please see Milestones: An overview.
Best Practices for Tracking Website Activities
To gain the most insight into your students activities, we recommend the following:
Add the Element451 tracking pixel to your institution's website.
Add your Google Tag Manager container to all Element modules.
Implementing the Element451 Tracking Pixel
The Element451 tracking pixel can be added to your institution's website through the following methods:
Directly onto each page,
via Google Tag Manager (GTM)
via another tag managing software.
Depending on how your institutions website is managed, this may require by your marketing or web development team, or an IT staff member.
Read this article for detailed installation instructions.
Adding Your Google Tag Manager Container to Element Modules
Google Tag Manager (GTM) is a free software service offered by Google. It allows for the management of multiple tracking pixels through a single interface. It is common to use Google Tag Manager to add Google Analytics, the Meta tracking pixel and other analytics or digital ad related scripts to your website.
Many of the Element451 modules feature a field to add your GTM Container ID. These include:
Application Sites (/applications/sites)
Microsites (/microsites)
Event portal (/events)
Landing Pages (/page451)
Forms (/forms)
Placing your GTM Container on Element module sites will allow you to track activity in Google Analytics or set up digital ad conversion events on those sites.
TIP: Make sure there are no spaces before or after your container ID. Space will cause the script to fail.
Finding your GTM Container ID
Visit tagmanager.google.com
On the home page, locate the list of containers associated with your account. (You likely only have one, but could have more.)
Locate the Container ID in the 3rd column.
Copy the ID.
For Application Sites
Go to the Application menu
Select Application > Sites
Select the site you would like to edit and
On the "General" Tab, under the "Setup" section, locate the Google Tag ID field.
Enter your GTM Container ID in the field.
For Microsites
Go to the Engagement Menu.
select Microsites > All Microsites.
Select the site you would like to edit.
On the left menu, locate the "General" tab under "Settings".
Locate the Google Tag ID field.
Enter your GTM Container ID in the field.
For the Events Landing Page/Portal
This Google Tag ID is set under the Content Pack Tokens.
Select the Data + Automations menu.
Select Packs > Content Tokens.
On the left menu, locate the "General" tab.
Locate the Google Tag Manager ID field.
Enter your GTM Container ID in the field.
For Pages
Go to the Engagement menu
Select Pages
Select the Page you want to edit
Under the "Setup" tab, locate the Google Tag ID field.
Enter your GTM Container ID on the field.
For Forms
Go to the Engagement menu
Select Forms
Select the Form you want to edit
Under the Embed Code tab, select either the JavaScript Embed or iFrame Embed option depending on your use-case.
Locate the "Google Tag Manager ID" field and paste your GTM Container ID.
TIP: If you are placing a Form on an Element451 Page, you may not need to add your GTM Container ID to the Form. Read more about Page and Form tracking scenarios.
Scenarios for GTM when using Forms and Pages
The implementation of your GTM Container ID in Element451 Forms and Pages will be different depending on how they are being used, and if they are being used together with your institutions website. Review these scenarios to determine the best fit for your use case.
Scenario 1 - Using an Element451 Form on an Element451 Page.
When using a Form on a Page, only add your GTM Container ID to the Page. When placed on the Page, your container will be able to detect analytic events on both the Page and the Form.
Scenario 2 - Embedding an Element451 Form on Your Institution's Website with an iFrame.
This scenario assumes your GTM Container is already implemented on your institution's website, including the page your Form will be embedded on.
An iFrame embed effectively creates a page for the Form within your institution's page. This allows the form to display as previewed in the Forms module within Element.
However, because the iFrame is it's own page, the GTM Container on your institution's page will not be able to detect analytic events on the Form. Because of this, you will need to add your GTM Container ID to the Form settings.
Scenario 3 - Embedding an Element451 Form on Your Institution's Website with Javascript.
This scenario assumes your GTM Container is already implemented on your institution's website, including the page your Form will be embedded on.
A Javascript embed will build the Form into the body of your institution's page. This might change the visual style of the Form but this method will allow the Form to be styled to match your website by your website development team.
Because the Form is built into your page, your GTM Container will be able detect analytic events on the Form. Thus, you only need to add your GTM Container to your institution's page when using the Javascript embed method for Element451 Forms.
It will be necessary to add your GTM Container ID to a Javascript embed if your GTM Container is not on your institution's page, or if you are embedding the form on a website not owned by your institution.
For more assistance on any topics covered here, please reach out to our Customer Success Team.