Conversion management
In the Event Management → Conversions section you define which SEM events should be counted as conversion actions, what value they have, and under what conditions.
Conversion setup
You define conversions in the Conversions tab. Each conversion is linked to a specific SEM event (e.g. Purchase) and determines:
| Setting | Description |
|---|---|
| Conversion name | Internal name for clarity (e.g. “E-shop purchase”) |
| Event | The SEM event the conversion is based on (Purchase, Lead, CompleteRegistration…) |
| Conversion value | A fixed amount excl. VAT, or a dynamic value from the event’s value parameter (always excl. VAT) |
| Conditions | Optional filters – the conversion is counted only when conditions are met (see below) |
Conversion conditions
You can add conditions to each conversion that restrict when the conversion is counted. Supported conditions:
| Condition | Example |
|---|---|
| Page URL | contains /thank-you/ |
Content type (content_type) | is product |
Content name (content_name) | contains Premium |
Category (content_category) | is Elektronika | Mobilní telefony | Apple |
Product ID (contents[].id) | is SKU-001 |
Purchase value (value) | greater than 500 CZK |
| User gender | female |
| City | Praha |
| Country | Czech Republic |
| Event source | Web / App |
AND / OR logic in conditions
Conditions within a single object in the contents array act as AND. Conditions across multiple objects in the array work as OR – only one needs to be satisfied.
For an overview of SEM script parameters corresponding to individual conditions, see Retargeting lists – condition parameters.
Retargeting lists
For each conversion event, SEM automatically creates a corresponding retargeting list containing users who completed the conversion. For an overview of retargeting list types and how to create custom ones, see Retargeting lists.
E-shops linked to Seznam Shopping (store outlets)
If you operate an e-shop linked to Seznam Shopping, to correctly send conversions for the purpose of obtaining customer feedback (product reviews) you must use the combined SEM ID of the relevant store outlet – not the general account SEM ID.
The combined SEM ID contains both the account identifier and the store outlet identifier, ensuring that feedback is correctly attributed to the specific store. You can find it in Event Management – each store outlet has its own record.
Moving a store outlet to another account
When a store outlet is moved to a different Sklik account, the combined SEM ID becomes invalid. You will be notified and will need to update the SEM ID in your implementation.