Event reference

• PageView
• ViewContent
• AddToCart and AddToWishlist
• InitiateCheckout and AddPaymentInfo
• Purchase
• Lead, CompleteRegistration, Subscribe, StartTrial
• Other events

Complete overview of all supported SEM events, their parameters and code examples. Events are sent using SEM('track', 'EventName', data).

Overview of all events

PageView

Send on every page of the website. The base script calls PageView automatically. For SPA applications (React, Vue, etc.) call the event manually on every route change.

PageView is also used for dynamic product retargeting – add content_type: 'product' and the product ID in the contents array.

// Basic PageView (called automatically by the script)
SEM('track', 'PageView');

// PageView with product data (for DRTG)
SEM('track', 'PageView', {
  content_type: 'product',
  currency: 'CZK',  // only CZK supported
  value: 27677,         // excl. VAT
  contents: [{
    id: 'ABC12345',
    quantity: 1,
    unit_price: 33490,    // incl. VAT
    content_name: 'iPhone 15 Pro Max',
    content_category: 'Elektronika | Mobilní telefony | Apple'
  }]
});

ViewContent

Send when a product page or category page is displayed. This is the key event for dynamic retargeting – use content_type to distinguish between a product and a category.

Product detail

SEM('track', 'ViewContent', {
  content_type: 'product',
  currency: 'CZK',  // only CZK supported
  value: 27677,          // excl. VAT
  contents: [{
    id: 'ABC12345',
    quantity: 1,
    unit_price: 33490,      // incl. VAT
    content_name: 'iPhone 15 Pro Max',
    content_category: 'Elektronika | Mobilní telefony | Apple'
  }]
});

Category

// For a category page – content_type must be 'product_group'
SEM('track', 'ViewContent', {
  content_type: 'product_group',
  currency: 'CZK',  // only CZK supported
  value: 0,
  contents: [{
    content_category: 'Elektronika | Mobilní telefony | Apple'  // category for DRTG
  }]
});

AddToCart and AddToWishlist

Send when a product is added to the cart (AddToCart) or to favourites (AddToWishlist). The data structure is identical for both events.

SEM('track', 'AddToCart', {  // or 'AddToWishlist'
  currency: 'CZK',  // only CZK supported
  value: 27677,          // excl. VAT
  contents: [{
    id: 'ABC12345',
    content_name: 'iPhone 15 Pro Max',
    content_category: 'Elektronika | Mobilní telefony | Apple',
    quantity: 1,
    unit_price: 33490      // incl. VAT
  }]
});

InitiateCheckout and AddPaymentInfo

Send when the order process is started (InitiateCheckout) and when payment details are entered (AddPaymentInfo). These events allow you to measure cart abandonment rates.

SEM('track', 'InitiateCheckout', {  // or 'AddPaymentInfo'
  currency: 'CZK',  // only CZK supported
  value: 28090,          // excl. VAT
  contents: [
    {
      id: 'ABC12345',
      quantity: 1,
      content_name: 'iPhone 15 Pro Max',
      content_category: 'Elektronika | Mobilní telefony | Apple',
      unit_price: 33490      // incl. VAT
    },
    {
      id: 'KRYT999',
      quantity: 1,
      content_name: 'Ochranný kryt',
      content_category: 'Elektronika | Příslušenství | Kryty na telefon',
      unit_price: 500        // incl. VAT
    }
  ]
});

Purchase

The most important e-commerce event – send it immediately after the order is completed on the order confirmation page. It contains complete order data including products, shipping and payment.

SEM('track', 'Purchase', {
  content_type: 'product',
  currency: 'CZK',  // only CZK supported
  order_id: 'OBJ-987654',
  review_email: 'zakaznik@email.cz',  // ⚠️ DO NOT HASH
  value: 27364,          // total value excl. VAT (in CZK)
  value_tax: 5746,       // VAT amount (in CZK)
  delivery_type: 'CESKA_POSTA',
  delivery_price: 121,    // shipping incl. VAT
  other_costs: -500,     // discount incl. VAT (negative number)
  payment_type: 'karta',
  contents: [
    {
      id: 'ABC12345',
      quantity: 1,
      content_name: 'iPhone 15 Pro Max',
      content_category: 'Elektronika | Mobilní telefony | Apple',
      unit_price: 33490      // incl. VAT
    }
  ]
});

Search

Send on every search performed on the website. Allows you to target retargeting at users searching for specific products.

SEM('track', 'Search', {
  search_string: 'bezdrátová sluchátka'
});

Lead, CompleteRegistration, Subscribe, StartTrial

Events for non-e-commerce websites – lead generation, registration, subscriptions.

Lead

SEM('track', 'Lead', {
  currency: 'CZK',  // only CZK supported
  value: 500       // estimated lead value
});

CompleteRegistration

SEM('track', 'CompleteRegistration', {
  status: true,    // true = successful registration
  currency: 'CZK',  // only CZK supported
  value: 0
});

Subscribe / StartTrial

SEM('track', 'Subscribe', {  // or 'StartTrial'
  currency: 'CZK',  // only CZK supported
  value: 199,           // subscription price (excl. VAT)
  predicted_ltv: 2400  // estimated customer lifetime value
});

Other events

These events have no required parameters and are used to measure specific interactions.

// No parameters
SEM('track', 'Contact');

// With optional value
SEM('track', 'Schedule', {
  currency: 'CZK',  // only CZK supported
  value: 1000
});