Deployment and migration to SEM
This guide applies both to new advertisers and to those migrating from existing Sklik scripts. Throughout the deployment, both the old and new measurement run in parallel – with no data loss.
Choose an implementation method
All four methods collect the same data – they differ only in how they are deployed.
| Method | Who uses it | Website code access | Technical complexity |
|---|---|---|---|
| Basic script | Developer with access to HTML templates | Required | Medium – code must be added to each page |
| Google Tag Manager | Marketer or developer with GTM | Not required (GTM only) | Low – template in GTM gallery, no coding |
| Platform plugins | E-shop operator on a platform with a SEM plugin | Not required (platform plugin) | Very low – just enter your SEM ID |
| Server-to-Server (S2S) | Developer with a custom backend | Required (BE + FE) | High – HTTP calls from your server |
Deployment steps
1. Deploy the new code
Deploy SEM directly, using the prepared GTM template, or activate it in your e-commerce platform.
- Basic script – embed the code directly into the HTML page
- Google Tag Manager – via GTM template or custom HTML tags
- E-commerce platform plugin
- Server-to-Server (S2S) – advanced backend measurement
E-shops connected to Seznam Shopping
For all events on your website, use the combined store outlet SEM ID. This ensures conversions are correctly attributed to the specific store outlet for product review collection.
2. Migrate conversions to SEM in your account (Migration only)
Event Management automatically prepares your existing active conversions for migration. Most conversions can be transferred 1:1. In case of duplicates or unsupported types, Sklik will prompt you to configure them manually. Conversions you do not want to migrate can be left in a transitional state or deleted – they will not be carried over to the new measurement. See Conversion management for more details.
3. Create new SEM conversion events (Optional)
Additional user actions on your website that you want to track in Sklik can be set up in advance in Event Management.
4. Test SEM in sandbox (Recommended)
Verify that all events are being sent correctly before going live, so you don’t lose any data. See Testing (Sandbox).
5. Enable SEM
In Event Management, activate Start using SEM. From this point on, conversions and retargeting audience membership are measured exclusively through SEM events. The Sklik interface will guide you through the process and alert you to any incomplete steps.
If you have campaigns with active conversion optimization (CBO), after clicking Start using SEM the system will prompt you to select which SEM conversions each campaign should optimize for.
This switch cannot be reversed
Once you confirm the transition, the old measurement codes will stop being processed. Make sure you have your SEM conversions configured and your data verified in Sandbox.
6. Create new retargeting events (Optional)
Using the rich data you send via SEM, you can create additional retargeting audiences.
7. Clean up your website (Migration only)
Remove the old retargeting and conversion scripts from your website – they are no longer needed. Leaving them in place won’t cause errors, but they add unnecessary load to your pages.