Advanced retargeting code

If you want to insert information about the user’s consent to targeted advertising, use advanced dynamic retargeting functions, or if you are an e-shop and you use Zboží, we recommend using a retargeting code where you insert the necessary parameters and their corresponding values (or have them filled in dynamically).

The optional parameters in the retargetingConf variable can be combined as needed. Separate each parameter including its value after the colon with a comma, and the comma does not have to be the last parameter (as shown in the example below). The /* and */ marks define a comment on the parameter that can be excluded in the implementation.

Retargeting code including optional parameters:

<script type="text/javascript" src=""></script>


var retargetingConf = {

rtgId: 123456, /* retargeting identifier */

itemId: "67890", /* offer identifier */

category: "Zahrada | Stínící technika | Zahradní slunečníky", /* eshop category */

pageType: "offerdetail", /* page type - offerdetail, category */

rtgUrl: "", /* URL including optional parameter */

consent: 1, /* consent from the visitor to send a retargeting hit, allowed values: 0 (no consent) or 1 (consent) */

eid: "e05e58fd6402944b401f9dad2144e566678d73b469cce678adff67d03a56073e" /* email hash id */


// Ujistěte se, že metoda existuje, předtím než ji zavoláte

if (window.rc && window.rc.retargetingHit) {




Retargeting identifier – rtgId (required)

Unique identifier. Use the value according to the value from the Sklik interface.

User consent to the measurement – consent (preferred)

The conversion and retargeting codes need information from the advertiser if they have consent from the visitor to their website to retarget them via cookies in the advertising network and to track them for conversion measurement (Act No. 127/2005 Coll., on electronic communications).

The retargeting code supports the consent parameter, by which the advertiser passes on to Seznam information on whether the user has consented to targeted advertising or conversion measurement. If consent exists (value 1) or the consent parameter is not included in the code, processes the data in the usual way, including recording and reading cookies. If consent is not given (value 0), the system processes the data anonymously in accordance with the law (it does not store or read information from the user’s device).

The implementation may vary according to the selected cookie bar in which the user sets the consent mode. The implementation must be guided by the technical possibilities of the selected cookie bar.

“When using the consent parameter, it is recommended to run the retargeting code immediately after the page is loaded with the value 0 in the consent parameter (consent: 0), meaning that consent has not yet been granted and the data will be processed anonymously. If the user then confirms consent in the cookie bar, run the retargeting code again on the same page with a value of 1 (consent: 1). This will ensure that once consent has been granted, full processing of data from the landing page (the first page visited) is possible, which may be key to your retargeting.”

“In cases where you cannot use the consent parameter in your implementation, run the retargeting code only after consent has been granted. In this case, data will only be processed for users who have provided verifiable consent. This method does not allow for later advanced methods to model missing data.”

Identifier of the e-shop offer – itemId (optional)

Use in case of specific URLs, different variants of one offer or when the offer URLs do not match the feed URL.

Identifier of e-shop category – category (optional)

Use if you want to extend the reach of dynamic retargeting to users who have visited your e-shop categories.

Identifier of the page type – pageType (optional)

It is mandatory if you use the e-shop category identifier or the e-shop offer identifier. It can have values offerdetail or category.

Optional query string – rtgUrl (optional)

Use if you want to specify which data from the URL should be sent.

User’s hashed email address – eid (optional)

Provides identification of the user by email address. You must send the user’s hashed email address using SHA256 version 2.

“For advanced RTG code to work correctly, ITEM_ID and CATEGORY must not be used together in the same part of the code, but separately – ITEM_ID must be used at the product level and CATEGORY at the category level.”