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Implementation Methods
There are two methods to implement the Element451 Tracking Pixel in your Google Tag Manager (GTM) container.
Create a Custom HTML Tag in GTM for the Conversations Live Chat embed code (Recommended).
Create a Custom HTML Tag in GTM for the Element451 Tracking Pixel
Method Considerations
Both methods involve creating a Custom HTML Tag, but each use a different code snippet. Consider the following purposes of each code snippet to determine the best method for your institution.
Considerations for the Conversations Live Chat Embed Code Method
The Conversations Live Chat embed code is primarily used to embed the Live Chat feature on your institution's website. This enables you to offer Live Chat to students across your entire website, not just Element451 modules. Read more about Conversations Live Chat.
In addition, the Live Chat embed code also implements the Element451 tracking pixel on the page. Thus, it is not necessary to implement both the stand-alone tracking pixel and the Live Chat embed code.
If you intend to embed Live Chat on your institution's website, you will not need to implement the stand-alone tracking pixel. Want to hide Live Chat from certain pages? Read how to set Live Chat conditions. Even if Live Chat is hidden, the tracking pixel will still capture analytic events.
Considerations for the Tracking Pixel Method
The Element451 Tracking Pixel is solely used to track analytic events (page views and link clicks) on your website.
If you don't intend to embed Live Chat on your institution's website, this is the method to use.
Implementing the Conversations Live Chat Embed Code
Find and copy your Live Chat Embed code by following these steps:
In Element451, select Engagement > Conversations > Settings from the top menu to open the Conversations module.
Select "Live Chat" from the left menu.
Scroll to find the "Embed Code" field.
In the field, find the copy icon at the right end of the field.
Now that we've copied the embed code, open Google Tag Manager.
In GTM, select "Tags" from the left menu.
Click "New" in the top right to create a new Tag.
Name your Tag. We recommend "Element451 Live Chat + Tracking Pixel"
Select the "Tag Configurations" card to open the configuration menu.
Under the Choose tag type menu, select Custom HTML.
Paste the Live Chat embed code into the "HTML" field.
Select the "Triggering" card to open the "Choose a trigger" menu.
Select the Trigger that will fire the Live Chat embed code on all pages except Element451 Pages or sites. Read more.
Save the Tag.
Select the "Submit" button in the top right on the screen to publish the new Tag to your container.
Configuring Live Chat Conditions
Configure Live Chat conditions if you only want the Live Chat feature to appear on certain pages.
We recommend changing your Live Chat conditions in Element451 as opposed to adjusting your Trigger settings in GTM. Element451 allows you to hide the Live Chat feature while still firing the tracking pixel. Adjusting your Trigger settings in GTM will prevent the entire code from being placed on the page. While this will hide the Live Chat feature, it will prevent the tracking pixel from firing.
Set Live Chat conditions by doing the following:
In Element451, select Engagement > Conversations > Settings from the top menu to open the Conversations module.
Select "Live Chat" from the left menu.
Locate the "Conditions" field, 2nd from the top.
Click the "Add Filter" button to select a Page URL, Path URL or UTM Parameters filter.
Set the Operator (contains, is, is not, etc) and Value ("www.element451.edu") of the filter and Submit.
Set as many filters as needed.
Implementing the Element451 Tracking Pixel
Ask your Implementation Strategist to provide your tracking pixel. Once you have your pixel code, do the following to add the tracking pixel to Google Tag Manager:
In GTM, select "Tags" from the left menu.
Click "New" in the top right to create a new Tag.
Name your Tag. We recommend "Element451 Tracking Pixel"
Select the "Tag Configurations" card to open the configuration menu.
Under the Choose tag type menu, select Custom HTML.
Paste the tracking pixel code into the "HTML" field.
Select the "Triggering" card to open the "Choose a trigger" menu.
Select the Trigger that will fire the tracking pixel on all pages except Element451 Pages or sites. Read more.
Save the Tag.
Select the "Submit" button in the top right on the screen to publish the new Tag to your container.
This will fire the Element451 tracking pixel on all pages where your GTM Container appears. If you only wish to fire the tracking pixel on certain pages, adjust the Trigger settings.
Hiding the GTM Tag from Element451 Pages and sites.
The Element451 tracking pixel is already embedded on Element451 Pages, Application Sites, Event Portals, and Microsites. We recommend adding your GTM Container to those pages, but what if the tracking pixel Tag is live in your GTM Container? Will that place the tracking pixel on the page twice? Will that cause two page views to be logged? Yes.
How do we 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 the URLs of your Pages and sites. For example, it's common for your Events portal to be located at "events.yourinstitution.edu". Assemble a list of these URLs for Pages, Application Sites, and Events.
In GTM, select "Triggers" from the left menu.
Select "New" in the top right to create a new Trigger.
Name your Trigger. We recommend "All Pages except Element451".
Select the "Trigger" configurations card to open the "Choose trigger type" menu.
Select "Page View".
Set the "This trigger fires on" field to "Some Page Views"
For the first condition, open the first dropdown menu to find "Page URL.
Set the second dropdown menu set to "does not contains".
In the third column, enter a URL used for an Element module (i.e. "events.yourinstitution.edu").
Use the blue plus icon at the far right of the row to create more conditions.
Create a condition for each URL on your list.
Save the Trigger.
Apply the Trigger to your tracking pixel / Live Chat embed Tag.
That's all in GTM. However, we highly encourage you to add your institution's Google Tag Manager ID onto Element's Pages, Forms, Application Sites, and Event portal. For more information, please see What is Tracked in Element451 & Why Add the Tracking Pixel.