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Advanced Tracking with Google Tag Manager
Advanced Tracking with Google Tag Manager

Use Element451's Custom Events for advanced actions in Google Tag Manager.

Timothy Davis avatar
Written by Timothy Davis
Updated over 5 months ago

Overview

As covered in Getting Started with Tracking: Pixel + Google Tag Manager, Element451 will automatically track the activity that takes place in Element451 and will track page views and link clicks that happen on Element451 pages. This information is logged within Element. To track the activity on your institution's web pages, you can set up a tracking pixel, and the how-to steps are outlined in Adding the Element451 Tracking Pixel in Google Tag Manager.

This article explains how to use Google Tag Manager to detect custom events and variables in the data layer and then pass that information to Google Analytics.

Element451 pushes custom events and variables to the Google Tag Manager data layer, allowing Tag Manager to detect these events. You can then use these custom events as triggers within Tag Manager, enabling it to fire tags and pass variable values to other tools like Google Analytics.

Common Use Cases:

  • Logging custom events in Google Analytics

  • Logging ad conversions in a digital ad platform, like Google Ads or Meta

  • Triggering retargeting ads

These use cases are not configured in Element451 but are handled entirely within Google Tag Manager or other third-party platforms. The Element451 Customer Success team can confirm the presence of your Google Tag Manager container on the page or site where it is deployed. However, they cannot verify the configurations of your Google Tag Manager or third-party platforms.

Custom Event Documentation

Expand the collapsable sections below to view the custom events and variables for each module:

Forms

Custom Events

  • formSubmitted - when the main form is submitted

  • formSubmittedLong - when follow-up is submitted

Custom Variables

  • formID - Element451 form guid*

  • formName - Element451 form name

*A “guid” or Globally Unique Identifier is a unique ID for assets within Element451.

Applications

Custom Events

  • Application Start - when the user completes the registration form and creates an account on the application site.

  • Application Complete - when the user achieves an application completion percentage of 100%.

  • Application Submit - when the user signs and submits an application.

Custom Variables

  • applicationGuid - application guid

  • applicationName - application name

A screenshot of the Google Tag Manager debug interface, showing the data layer value of an Application Start event.

Events

Custom Events

  • “Event Registration” - when event registration is submitted

  • “Event Registration Cancelled” - when event registration is cancelled

Custom Variables

  • “eventGuid” - element event guid

  • “eventName” - element event name

  • “eventCategories” - element event categories

  • “eventDate” - element event date

Recommended General Setup in Google Tag Manager

Follow this guide to set up Tag Manager to capture Element451 custom events and variables. This will enable you to use them in other parts of Tag Manager.

If you are not the Google Tag Manager administrator at your institution, you may need their permission to make these changes. Be sure to notify them and share this article for reference.

Step 1: Turn on "Event" Built-In Variable

  1. In Google Tag Manager, open the Variables tab from the left-side menu.

  2. Find the Built-in Variables section and click Configure.

  3. From the menu, select Events under Utilities.
    ​

Step 2: Create Custom Variables for each E451 Variable

  1. Under the Variables tab, locate the User-Defined Variables section and select New to create a new variable.

  2. Title the variable after the Element Custom Variable, e.g., “element451-formID”.

  3. Click the Variable Configuration card to edit.

  4. From the menu, choose Data Layer Variable.

  5. For Data Layer Variable Name, enter the Element Custom Variable name (e.g., “formID”).

  6. Click Save in the top right corner to save the variable.

  7. Repeat for each of the following:

    • formID

    • formName

    • applicationGuid

    • applicationName

    • eventGuid

    • eventName

    • eventCategories

    • eventDate

A screenshot of the Google Tag Manager interface, showing the settings and buttons required to complete the above.

Step 3: Create a Trigger for each E451 Custom Events

  1. In Google Tag Manager, open the Triggers tab from the left-side menu.

  2. Select New in the top right of the screen to create a new trigger.

  3. Name the trigger, e.g., “Element451 - Custom Event - formSubmitted”.

  4. Click on the Trigger Configuration card to edit.

  5. From the menu, select Custom Event under Other.

  6. For the Event Name, enter the Custom Event name exactly (e.g., “formSubmitted”).

  7. Save the trigger.

  8. Repeat for each Custom Event:

    • formSubmitted

    • formSubmittedLong

    • Application Start

    • Application Complete

    • Application Submit

    • Event Registration

    • Event Registration Cancelled

A screenshot of the Google Tag Manager interface, showing an example trigger discussed above.

Completing this setup will allow Tag Manager to detect Element451's Custom Events, store Element451 Variables for use in Tags, and Trigger Tags based on Custom Events

Recommended Setup for Sending Events to Google Analytics (GA4)

Create tags in Google Tag Manager to log events in Google Analytics when triggered. Capture Element451 Form Submissions, Application Actions, and Event Registrations in Google Analytics.

Before you begin, ensure you have created a Google Analytics 4 Configuration Tag in your Google Tag Manager container.

How-To: Create a Google Analytics Event Tag

  1. Open the Tags tab from the left-side menu.

  2. Select New in the top right of the screen to create a new tag.

  3. Name the tag, e.g., “GA4 - Element451 - Milestone - Form”.

  4. Click the Tag Configuration card to edit.

  5. From the menu, select Google Analytics: GA4 Event.

  6. For the Configuration Tag field, select your GA4 Configuration Tag.

  7. For Event Name, enter “Milestone”.**

  8. In the Event Parameters section, create the following:

    • Parameter Name: “action” | Parameter Value: {{Event}}

    • Parameter Name: “guid” | Parameter Value: {{element451-formID}}

    • Parameter Name: “form-name” | Parameter Value: {{element451-formName}}

    The parameter values use variables set up under the Recommended General Setup. Use the lego plus icon next to the field to insert variables.

  9. The tag will fire with multiple triggers. Set the triggers to:

    • Element451 - Custom Event - formSubmitted

    • Element451 - Custom Event - formSubmittedLong

      a screenshot of the Google Tag Manager interface, showing the settings of an example Tag discussed above.

  10. Repeat this process for application and event tags using the parameters and triggers within each collapsable section below:

Element451 - Milestone - Application Tag

  • Event Name: “Milestone”

  • Event Parameters:

    • Parameter Name: “action” | Parameter Value: {{Event}}

    • Parameter Name: “guid” | Parameter Value: {{element451-applicationGuid}}

    • Parameter Name: “app-name” | Parameter Value: {{element451-applicationName}}

  • Triggers:

    • Element451 - Custom Event - Application Start

    • Element451 - Custom Event - Application Complete

    • Element451 - Custom Event - Application Submit

Element451 - Milestone - Event Tag

  • Event Name: “Milestone”

  • Event Parameters:

    • Parameter Name: “action” | Parameter Value: {{Event}}

    • Parameter Name: “guid” | Parameter Value: {{element451-eventGuid}}

    • Parameter Name: “event-name” | Parameter Value: {{element451-eventName}}

    • Parameter Name: “event-cat” | Parameter Value: {{element451-eventCategories}}

    • Parameter Name: “event-date” | Parameter Value: {{element451-eventDate}}

  • Triggers:

    • Element451 - Custom Event - Event Registration

    • Element451 - Custom Event - Event Registration Cancelled

*A “guid” or Globally Unique Identifier is a unique ID for assets within Element451.

**Why “Milestone”? These activities roughly correspond to milestones within Element451.

Using the Meta (Facebook) Pixel

The Meta Ads Manager requires the Meta Pixel to be deployed on each page where page views and conversion events are logged.

Deploying the Meta Pixel on Element451 Pages

If your Google Tag Manager instance already has a tag for the Meta Pixel, ensure that the tag will fire on Element451 pages. If the tag is triggered by “All Pages,” this should work without issue. If the tag is triggered only on some pages, you may need to adjust the trigger to include your Element451 pages.

  • Custom HTML Deployment

    The Meta Pixel can be deployed in various ways. One way is via a Custom HTML tag. This tag allows you to manually paste the pixel onto your website. Note that, by default, the pixel is only configured to capture page view events. Additional events, like lead events, need to be configured in the code.
    ​

  • Facebook Pixel Tag Deployment (Community Template)

    A more user-friendly option for deploying the Facebook pixel is via the Community Template Facebook Pixel Tag from Meta, shown below.
    ​

    • This template provides an interface where the Pixel ID can be easily added and the event selected. By default, the event will be set to “PageView”. The list of default events can be found here. Deploying this tag in this configuration will send page view events to your Meta Ads Manager, which you can view in the Meta Ads Events Manager.
      ​


      ​

Element451 Custom Events and Meta Ads Events

The custom events provided by Element451 to Google Tag Manager correspond to the standard events supported by Meta Ads. Here are our recommended pairs (Element451 Custom Event → Meta Ads Event) :

  • formSubmitted → Lead

  • formSubmittedLong → Lead

  • Application Start → Complete Registration

  • Application Submit → Submit Application

  • Event Registration → Complete Registration
    ​

Meta Ads Domain Verification

Meta Ads requires the website domain on which your ads will convert to be verified. There are several options to verify your domain, but only the DNS TXT file method will work with Element451 pages, and it will only work if you have configured an external domain for your pages.

  • If your pages are configured as subdomains of your main website (e.g., “info.university.edu”), you will need to add a TXT file to your main website’s DNS. If your main website’s DNS already contains this file, verification should happen automatically for your pages.

  • If your pages are configured as a separate domain from your main website (e.g., “universityadmissions.com”), you will need to add a TXT file to this domain’s DNS.

Recommended Setup for Sending Events to Meta Ads

Create tags in Google Tag Manager to log events in Meta Ads when triggered. Capture Element Form Submissions, Application Starts, and Event Registrations.

How-To: Create a Facebook Pixel Tag (Community Template)

  1. Open the Tags tab from the left-side menu.

  2. Select New in the top right of the screen to create a new tag.

  3. Name the tag, e.g., “FB - Element451 - Form Submit”.

  4. Click the Tag Configuration card to edit.

  5. From the Community Template menu, select Facebook Pixel (by facebookarchive).

  6. For Event Name, select “Lead”.

  7. In the Object Properties section, select Add Property and create the following:

    • Property Name: “content_name” | Property Value: {{element451-formName}}

    The parameter values use variables set up under the Recommended General Setup. To insert variables, click the Lego plus icon next to the field.

  8. The tag will fire with multiple triggers. Set the triggers to:

    • Element451 - Custom Event - formSubmitted

    • Element451 - Custom Event - formSubmittedLong
      ​

  9. Repeat this process for Application Starts and Event Registrations.

FB - Element451 - Application Start Tag

  • Event Name: “CompleteRegistration”

  • Event Parameters:

    • Property Name: “content_name” | Property Value: {{element451-applicationName}}

  • Triggers:

    • Element451 - Custom Event - Application Start

FB - Element451 - Event Registration Tag

  • Event Name: “Milestone”

  • Event Parameters:

    • Property Name: “content_name” | Property Value: {{element451-eventName}}

  • Triggers:

    • Element451 - Custom Event - Event Registration

Related Articles
Getting Started with the Deduplication Module
Getting Started with Tracking: Pixel + Google Tag Manager
Adding the Element451 Tracking Pixel in Google Tag Manager
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