Overview
If you haven't already, please read the article Getting Started with Tracking: Pixel + Google Tag Manager before proceeding.
You can implement the Element451 Tracking Pixel in your Google Tag Manager (GTM) container by creating a custom HTML tag in GTM for one of the two methods:
Messenger (Live Chat) Embed Code (recommended)
Element451 Tracking Pixel
Method Considerations
Both methods involve creating a Custom HTML Tag but use different code snippets. Choose the method that best suits your institution's needs:
Messenger (Live Chat) Embed Code
Purpose: Embeds the Element451 Messenger (Live Chat) feature on your institution's website and includes the Element451 tracking pixel. You can explore the Messenger feature more here.
Use Case: If you plan to use Messenger, this method eliminates the need to implement the tracking pixel separately.
Even if Messenger is disabled on particular pages, the tracking pixel will still capture analytic events.
Element451 Tracking Pixel Only
Purpose: Solely tracks your website's analytic events (page views and link clicks).
Use Case: Choose this method if you do not intend to use Live Chat on your website.
Implementing the Conversations Live Chat Embed Code
Copy the Live Chat Embed Code:
In Element451, navigate to Engagement > Conversations > Settings.
Select Messenger from the left menu.
Scroll to the Embed Code field and click the copy icon.
Create a Tag in GTM:
Open GTM and select Tags from the left menu.
Click New in the top right to create a new Tag.
Name your Tag (e.g., "Element451 Messenger + Tracking Pixel").
Click Tag Configuration and select Custom HTML.
Paste the Live Chat embed code into the HTML field.
Click Triggering and select the trigger that fires on all pages except Element451 Pages or sites. Read more.
Save the Tag and click Submit to publish it.
Configuring Live Chat Conditions
To control where the Messenger feature appears on your website:
In Element451, navigate to Engagement > Conversations > Settings.
Select Messenger from the left menu.
In the Conditions field, click Add Filter.
Choose a filter type (Page URL, Path URL, UTM Parameters).
Set the Operator and Value for the filter.
Add as many filters as needed.
Configure conditions in Element451 instead of GTM to ensure the tracking pixel fires even if Messenger is hidden.
Implementing the Element451 Tracking Pixel
Get the Tracking Pixel Code:
Request the tracking pixel from your Implementation Strategist.
Create a Tag in GTM:
Open GTM and select Tags from the left menu.
Click New in the top right to create a new Tag.
Name your Tag (e.g., "Element451 Tracking Pixel").
Click Tag Configuration and select Custom HTML.
Paste the tracking pixel code into the HTML field.
Click Triggering and select the trigger that fires on all pages except Element451 Pages or sites. Read more.
Save the Tag and click Submit to publish it.
This will fire the Element451 tracking pixel on all pages where your GTM Container appears. Adjust the Trigger settings if you only wish to fire the tracking pixel on certain pages.
Hiding the GTM Tag from Element451 Pages and Sites
The Element451 tracking pixel is already embedded on Element451 Application Sites, Events Sites, Forms, Microsites, and Pages, and we recommend adding your GTM Container to these pages.
However, this can cause the tracking pixel to fire twice, resulting in duplicate page views being logged. To prevent this, follow these steps to create a trigger that will fire the tracking pixel tag on all pages except Element451 Pages and sites:
Identify URLs:
List URLs for Pages, Application Sites, and Events (e.g., "events.yourinstitution.edu").
Create a Trigger in GTM:
Select Triggers from the left menu.
Click New in the top right to create a new Trigger.
Name your Trigger (e.g., "All Pages except Element451").
Select Page View and set the trigger to fire on Some Page Views.
Add conditions for each URL in your list (Page URL does not contain the URL).
Create a condition for each URL on your list.
Save the Trigger and apply it to your tracking pixel / Messenger embed Tag.
Final Note + Step
We highly encourage you to add your institution's Google Tag Manager ID to Element451 Application Sites, Events Site, Forms, Microsites, and Pages. For more information, please see Getting Started with Tracking: Pixel + Google Tag Manager.