Indesign data merge complete row from excel file

The way DataMerge works is you creat a text frame into which you add the fields for the data you want to merge. Only one record (row of your data file) is added per text frame.

There are two types of merges, one record per page, and multiple records per page. For a multiple record, you create one instance of your merge fields in the upper left position, set up margins and spacing parameters, and InDesign duplicates the merge fields according to the spacing as many times as they will fit inside the margins you defined. A large frame will not duplicate because there is insufficent room. Other content on the page may also interfere with a multiple record merge.

All this makes DataMerge a pretty basic function and not particularly good for complex layouts such as I think you are trying to produce.

I'm not familar withthe script you mention, but I googled it and it looks like it might be a better bet, if it still works in your version of InDesign. The writers are legendary, and it's had good write-ups in reliable places.

For really complex catalog work there are also commercial catalog plugins available.