Overview
Element451 offers a comprehensive Google Tag Manager (GTM) integration, delivering seamless and consistent tracking across all public-facing modules. This unified approach captures detailed user engagement data and conversion events, enabling you to measure your AI Workforce's performance and send events to platforms like Google Analytics and Meta Ads.
Google Tag Manager is a free service that allows you to manage multiple tracking pixels through a single interface. Adding your GTM container to Element451 modules enables you to track student activity and set up conversion events for various platforms.
Universal Container Setup
Element451's GTM integration provides flexible configuration options with universal container support:
Single Configuration Point
Set your GTM container ID once in General > School Settings, and it automatically deploys across all public-facing modules:
Applications
Appointments
Bolt Discovery
Events
Forms
Messenger
Microsites
Pages
StudentHub
Surveys
Module-Specific Overrides
When needed, you can override the global container by setting a different container ID at the module level for specific use cases.
Step 1: Find Your GTM Container ID
Visit tagmanager.google.com
Locate your container in the list
Copy the Container ID from the third column (format: GTM-XXXXXXX)
Step 2: Set Your Global GTM Container
Navigate to General > School Settings in Element451
Locate the Google Tag Manager ID field
Enter your GTM Container ID
Save your settings
Your container will now automatically track events across all Element451 public modules.
Module-Specific Overrides (Optional)
Module-Specific Overrides (Optional)
If you need different containers for specific modules, you can override the global setting by updating the container at the module level. The container setting location is outlined below by module:
Applications: Applications > Sites > [Select Site] > General tab > Setup
Appointments: Engagement > Appointments > More Icon (⋮) > Page Settings
Bolt Discovery: Engagement > Bolt Discovery > Settings
Events: Data + Automations > Packs > Content Tokens > General tab
Forms: Engagement > Forms > [Select Form] > Embed Code tab
Microsites: Engagement > Microsites > [Select Site] > Settings > General tab
Pages: Engagement > Pages > [Select Page] > Setup tab
StudentHub: Engagement > StudentHub
Surveys: Engagement > Surveys > [Select Survey] > Edit
When adding your container ID, ensure there are no spaces before or after it, as this will cause the script to fail.
🧠 Good to Know: The GTM container ID can also be added to new Application Sites, Forms, Microsites, Pages, and Surveys during their creation.
Event Tracking Architecture
Element451 captures standardized events across all modules, including page loads, form submissions, appointment scheduling, and more. Every event includes rich metadata such as contact IDs, page paths, timestamps, and module-specific context for detailed analysis.
Discovery + Messenger Embeds: Events automatically flow to your website's existing GTM container when Discovery or Messenger is embedded on your pages. When Bolt Discovery is accessed as a stand-alone page, it uses your global container configuration.
Consistent Data Structure: Unified event naming and metadata format across all modules ensures reliable data collection and analysis.
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, such as Google Analytics.
Complete Event Documentation (Events Tracked)
Complete Event Documentation (Events Tracked)
The following events and metadata are tracked across Element451 modules:
📌 Note: A "guid" or Globally Unique Identifier is a unique ID for assets within Element451.
Module | Event Name | Fires When | Metadata |
Applications | Application Start | When a user completes the registration form and creates an account on the application site | applicationGuid, applicationName |
Applications | Application Complete | When a user achieves an application completion percentage of 100% | applicationGuid, applicationName |
Applications | Application Submit | When a user signs and submits an application | applicationGuid, applicationName |
Appointments | Appointment User Selection | When a user selects from the Appointments Site | contactId, pagePath, clientName, method, staffSlug, card_position |
Appointments | Appointment Slot Selection | When a time slot on user availability is selected | contactId, pagePath, clientName, method, location, location_type, staffSlug |
Appointments | Appointment Scheduled | When a user successfully schedules an appointment | contactId, pagePath, clientName, method, location, location_type, staffId, appointmentGuid, card_position |
Appointments | Appointment Canceled | When a user cancels an appointment | contactId, pagePath, clientName, appointmentGuid, method, location, staffId |
Bolt Discovery | Discovery Used | When a user starts a Bolt Discovery thread | queryType, contactId, pagePath, messageLength, hasAttachments, formValid, threadSlug |
Events | Event Registration | When a user submits an event registration form | contactId, eventName, eventGuid, eventCategories, eventDate |
Forms | Form Submitted | When a user submits a form | pagePath, sourceUrl, formId, formName |
Forms | Form Submitted Long | When a user submits a follow-up form | pagePath, sourceUrl, formId, formName |
Forms | Form Submit Detected | When form submission is detected | pagePath, sourceUrl, formId, formName |
Forms | Form Payment Done | When a user completes a form payment | pagePath, sourceUrl, formId, formName, couponCode, paymentAmount, paymentCurrency |
Messenger | Messenger Chat Initiated | When the messenger widget is opened | contactId, channel (bot/human), locationPath |
Messenger | Messenger User Message Sent | When a user sends a message or sends an attachment | contactId, messageType, conversationId, isNewConversation |
Messenger | Messenger UI Button Clicked | When a user closes the messenger header, expands the header, or clicks a Conversation Starter | buttonType, location, buttonText, conversationId |
Messenger | Messenger Voice Mode Activated | When a user activates Advanced Voice Mode | contactId, conversationId, assistantId |
Messenger | Messenger Voice Mode Deactivated | When a user deactivates Advanced Voice Mode | contactId, conversationId, duration |
Messenger | Messenger Chat Closed | When a user closes the messenger widget | contactId, sessionDuration, messagesExchanged |
StudentHub | StudentHub Loaded | When StudentHub is loaded | contactId, pagePath, clientName |
StudentHub | StudentHub Appointment ICS File Downloaded | When a user downloads an appointment ICS file | contactId, pagePath, clientName, fileName, sourceContext |
Survey | Survey Completed | When a user submits a survey | contactId, surveyId, surveyName |
Setting Up GTM to Capture Element451 Events
Follow this guide to configure Google Tag Manager to capture Element451 custom events and variables, enabling you to use them throughout Tag Manager.
If you are not the Google Tag Manager administrator at your institution, you may need their permission to make these changes. Share this article for reference.
Step 1: Enable "Event" Built-In Variable
Step 1: Enable "Event" Built-In Variable
In Google Tag Manager, open the Variables tab from the left-side menu
Find the Built-in Variables section and click Configure
From the menu, select Events under Utilities
Step 2: Create Custom Variables for Element451 Data
Step 2: Create Custom Variables for Element451 Data
Under the Variables tab, locate the User-Defined Variables section and select New to create variables for the metadata you want to track:
Title the variable after the Element451 metadata field (e.g., "Element451 applicationGuid")
Click the Variable Configuration card to edit
Choose Data Layer Variable from the menu
For Data Layer Variable Name, enter the exact metadata field name (e.g., "applicationGuid")
Click Save
Repeat this process for any metadata fields you want to capture from the event documentation table above.
Step 3: Create Triggers for Element451 Events
Step 3: Create Triggers for Element451 Events
In Google Tag Manager, open the Triggers tab
Select New to create a trigger
Name the trigger (e.g., "Element451 - Form Submitted")
Click Trigger Configuration to edit
Select Custom Event under Other
For Event Name, enter the exact Element451 event name (e.g., "Form Submitted")
Save the trigger
Repeat this process for each event you want to track, as listed in the event documentation table above.
Completing this setup allows Tag Manager to detect Element451's events, store Element451 variables for use in tags, and trigger tags based on custom events.
Google Analytics (GA4) Integration
Create tags in Google Tag Manager to log events in Google Analytics when triggered by Element451 events.
Before you begin, ensure you have created a Google Analytics 4 Configuration Tag in your Google Tag Manager container.
Creating a GA4 Event Tag
Creating a GA4 Event Tag
Open the Tags tab and select New
Name the tag (e.g., "Element451 - Milestone - Form (GA4)")
Click Tag Configuration and select Google Analytics: GA4 Event
For Configuration Tag, select your GA4 Configuration Tag
For Event Name, enter a descriptive name (e.g., "Milestone")
In Event Parameters, add relevant parameters:
Name: "action" | Value: {{Event}}
Name: "form_id" | Value: {{Element451 formId}}
Name: "form_name" | Value: {{Element451 formName}}
Set triggers to fire on relevant Element451 events
Note: The parameter values use variables set up in Step 2 above. Use the lego plus icon next to the field to insert variables.
Example GA4 Event Configurations
Example GA4 Event Configurations
Application Events
Event Name: "Milestone"
Parameters: action ({{Event}}), guid ({{Element451 applicationGuid}}), app_name ({{Element451 applicationName}})
Triggers: Application Start, Application Complete, Application Submit
Event Registration
Event Name: "Milestone"
Parameters: action ({{Event}}), guid ({{Element451 eventGuid}}), event_name ({{Element451 eventName}})
Triggers: Event Registration
Why "Milestone"? These activities roughly correspond to Milestones within Element451, but you can use any event name that fits your analytics strategy.
Meta Ads Manager / Meta 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
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.
Meta Pixel Deployment Options
Meta Pixel Deployment Options
Custom HTML Deployment: Deploy via a Custom HTML tag by manually pasting the pixel code. Note that additional events beyond page views need to be configured in the code.
Facebook Pixel Tag (Community Template): A more user-friendly option using the Community Template Facebook Pixel Tag from Meta. This template provides an interface where the Pixel ID can be easily added and events selected.
Element451 → Meta Event Mapping
Element451 → Meta Event Mapping
Element451 events correspond to Meta Ads standard events. Here are a few examples of how you could map them:
Form Submitted → Lead
Application Submit → SubmitApplication
Event Registration → CompleteRegistration
Creating Meta Pixel Tags
Creating Meta Pixel Tags
Open the Tags tab and select New
Name the tag (e.g., "FB - Element451 - Form Submit")
Click Tag Configuration and select Facebook Pixel from Community Templates
For Event Name, select the appropriate Meta event (e.g., "Lead")
In Object Properties, add:
Property Name: "content_name" | Property Value: {{Element451 formName}}
Set triggers to fire on relevant Element451 events
Repeat this process for other events using the parameters and triggers. For example:
FB - Element451 - Application Start Tag
Event Name: “CompleteRegistration”
Event Parameters:
Name: “content_name”
Value: {{element451-applicationName}}
Triggers:
Element451 - Custom Event - Application Start
FB - Element451 - Event Registration Tag
Event Name: “Milestone”
Event Parameters:
Name: “content_name”
Value: {{element451-eventName}}
Triggers:
Element451 - Custom Event - Event Registration
Meta Ads Domain Verification
Meta Ads Domain Verification
Meta Ads requires domain verification for conversion tracking. Only the DNS TXT file method works with Element451 pages if you have configured an external domain:
Subdomain configuration (e.g., "info.university.edu"): Add TXT file to your main website's DNS
Separate domain (e.g., "universityadmissions.com"): Add TXT file to this domain's DNS
Common Use Cases
Logging custom events in Google Analytics - Track student engagement and conversion milestones
Logging ad conversions in digital ad platforms - Measure ROI on Google Ads and Meta campaigns
Triggering retargeting ads - Create audiences based on specific Element451 interactions
📌 Note: These use cases are configured 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 pages where it is deployed, but cannot verify configurations within Google Tag Manager or third-party platforms.
Advanced Configuration Tips
Test your setup using Google Tag Manager's Preview mode to verify events fire correctly
Use consistent naming conventions for tags, triggers, and variables to maintain organization
Document your configuration for future reference and team collaboration
Monitor data quality regularly to ensure accurate tracking across all modules
Start simple - implement basic event tracking before adding complex custom parameters
This comprehensive GTM integration eliminates the complexity of managing multiple tracking implementations while providing unprecedented visibility into user engagement across your entire Element451 ecosystem.