Seznam Event Measurement (SEM)
SEM (Seznam Event Measurement) is currently in a closed beta phase. The feature is not yet available to all accounts, and access is being gradually rolled out.
A new event measurement system replacing the legacy retargeting and conversion codes. SEM unifies data collection for campaigns, retargeting and optimization in a single script.
What is SEM and why migrate?
SEM (Seznam Event Measurement) is a modern event measurement system for your website that replaces the existing retargeting codes and conversion tracking scripts for both Sklik and Seznam Shopping. Instead of multiple separate scripts, a single SEM script sul.js is all you need.
SEM collects data about user behaviour (product views, add-to-cart actions, purchases, etc.) and sends it to the Seznam ecosystem, where you can use it for:
- Conversion tracking – find out which campaigns drive orders, registrations or leads
- Retargeting – reach users who visited specific pages, products or categories, or who met the event conditions defined in Event Management
- Dynamic retargeting (DRTG) – automatically show ads for the exact products a user browsed
- Campaign optimisation – the system uses collected data for smarter targeting
- Customer reviews – order data enables sending satisfaction surveys and displaying reviews in relevant contexts
What changes after migration?
| Feature | Legacy tracking rc.js | SEM tracking sul.js |
|---|---|---|
| Number of scripts | One conversion type per conversion code | One SEM script for all events |
| Conversions | Jeden typ konverze na konverzní kód | Multiple conversion and micro-conversion event types, detailed reporting, Maximise Conversions for a selected conversion |
| Retargeting lists | Manual setup in the Retargeting tab | Event Management – automatically created per conversion, advanced event-definition options |
| Retargeting conditions | Limited options | URL, category, purchase value, product ID, city, gender, add-to-cart… |
| Consent | Custom solution | Automatically via IAB TCF or Google Consent Mode |
| Seznam Shopping conversion tracking | Requires linking front-end and back-end codes | Full data transfer handled by the SEM front-end script and event parameters |
| Server-to-Server | Not supported | Fully supported (endpoint sem.seznam.cz) |