Conversion code

You can create a conversion code in your account under Tools > Conversion Tracking > Create conversion. Once you set the required parameters, the system will generate a unique HTML code snippet that needs to be inserted at the end of the conversion page or, for example, in Google Tag Manager if you use that tool.

Sklik has built-in protection against page reloads that would cause an artificial increase in conversions. Therefore, the next conversion is only included after five minutes. Repeated visits of the conversion page that were made before this time limit are ignored.

Each conversion code is unique, so for multiple different conversion codes on the same page, or consecutive pages, it is ensured that different conversions are recorded independently of each other.

Conversion code

<!-- Coversion code -->
<script type="text/javascript" src=""></script>
var conversionConf = {
  id: 10000000, /* Sklik conversion identifier*/
  value: 199.9, /* order value in CZK*/
  consent: 1 /* consent from visitor to send conversion click, allowed values: 0 (no consent) or 1 (consent) */
 // Make sure the method exists before calling it
 if (window.rc && window.rc.conversionHit) {

Warning: Do not insert code into the page as asynchronous with the async attribute.

Sklik conversion identifier – id (required)

Conversion ID from your Sklik account. Enter only one value. If you want to record the conversion to multiple accounts, you can invoke the convertHit function multiple times but each time with different conversion ID. Alternatively, you can enter multiple values in quotes separated by a comma, e.g. id: “123,124”

Order value (recommended)

If you are tracking conversion values (orders), you have an option to insert a specific amount as value.

If your order value is different every time, insert a variable that will overwrite the order value.

When sending a value with a decimal place, the cent units are separated by a dot. However, the decimal conversion value is always displayed in the statistics as a whole number value. If you are not tracking an order value, keep it null.

In the Sklik advertising system, prices are shown without VAT, so for a correct calculation of the PNO (cost to sales ratio) we recommend that you enter only the whole number conversion value also without VAT.

User consent to tracking (recommended)

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

The conversion 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 tracking. If consent exists (value 1) or the parameter is not attached, processes the data in the usual way including reading cookies. If there is no consent (value 0), the system will not be able to determine which click resulted in the conversion. Therefore, the conversion made without the user’s consent is not assigned to Sklik.

By using the consent parameter, you can ensure the most accurate tracking of conversions in Sklik and Zboží.cz. If you use a single measurement code, the information about consent or non-consent is passed on to Zboží.cz.

The consent parameter is also supported in the retargeting code or a separate Zboží.cz conversion code.

The implementation may vary depending on the selected cookie bar in which the user sets the consent mode. The implementation should be guided by the technical possibilities of the selected cookie bar.

When using the consent parameter, verify the consent mode selected by the user before running the conversion code and if consent is granted, enter the value 1 (consent: 1) in the consent parameter. If consent is not granted, run the conversion code with a value of 0 in the consent parameter (consent: 0).

In cases where you cannot use the consent parameter in your implementation, run the conversion code only when consent is granted. In this case, data will only be processed for users who have demonstrably consented. This method does not allow for subsequent advanced methods to model missing data.

Original code (until November 2021)

<!-- Measurement code>
<script type="text/javascript">
var list_cId = 100060883; // conversion ID
var list_value = Y; // value of the given order
var rc = rc || {};
rc.consent = CCC; // CCC = 0 or 1

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

Sklik also supports the original form of the conversion code, including the optional parameter for the advertiser to pass information about the user’s consent to the tracking. However, we recommend replacing the code with a new one.

How do I create a conversion code in the Sklik interface?

  • Click on Tools in the menu
  • Select Conversion tracking
  • Click on Create conversion
  • Enter the Name of the conversion (for clarity)
  • Select the Type (for clarity)
  • Fill in the Value
  • If no value matches the tracking action, there is no need to fill in the conversion value, it is an optional parameter.
  • The order value is different every time = you have the possibility to set the actual order value in the conversion code by inserting a dynamic variable.
  • Order price is always the same = fill in the order price as a value.
  • Save and generate the code
  • Copy the conversion code and place it on the “thank you” page – the page the user lands on after completing the conversion action – most often completing a purchase in an online store or filling out a form.

Without sending the Conversion Value, you will not see the PNO and Conversion Value columns in the Sklik account.

Example of the “thank you” page
Example of the “thank you” page

To insert the conversion code, you can use the guide for working with Google tag manager.

Please note: This document is not managed by

The template for GTM, which supports shared conversion tracking for Zboží.cz and Sklik, was created by Michal Blažek from (you can find it here), or the template by Pavel Šabatka from House of Řezáč (you can find it here).

Please note: The template is not managed by