Basic script

The most universal deployment method – paste the code directly into your website’s HTML template. Suitable for developers with direct access to the source code.

Before you start:

You will need:

SEM ID – see Where to find SEM ID?
Access to your website’s HTML templates (the <head> section)

Which websites is the direct script suitable for?
Direct implementation is best for simple websites – landing pages, single-page sites, service websites without e-commerce. For e-shops using GTM we recommend the GTM template, which covers e-commerce events more comprehensively.

Step 1 – Copy the script from Account Settings

In Sklik → Account Settings, click Show SEM code next to the relevant SEM ID. A dialog with the complete script will open – copy it and paste it into the <head> section of every page on your website.

The script looks like this:

<!-- Insert into <head> on every page of your website -->
<script src="https://l.seznam.cz/sul.js?id=VASE_SEM_ID"></script>
<script>
if (typeof window.SEM === "function") {
  SEM('track', 'PageView');
}
</script>

The script provides:

Automatic PageView event sent on every page load
Writing of sid and udid cookies for user identification
Automatic consent loading from the IAB TCF API (if your website uses TCF)

If your website uses the standardisedIAB Transparency and Consent Framework (TCF), consent is passed automatically – skip this step.

If you don’t use TCF, pass consent information manually using the updateConsent – method – always before calling PageView:

const consentData = {
  consent_mode: {
    ad_storage: 'granted',          // cookie storage
    ad_user_data: 'granted',        // identifier processing
    ad_personalization: 'granted',  // ad personalisation
    functionality_storage: 'denied',
    analytics_storage: 'denied'
  }
};

SEM('updateConsent', consentData);

Consent must come before PageView
The sid cookie is only generated after consent with ad_storage: 'granted' is received. If you pass consent after PageView, sid may not be available – this is especially important for S2S measurement, where you need to read the cookie explicitly.

Step 3 – Send user data (optional, recommended)

After a user signs in or completes an order, we recommend sending the user data – customer’s e-mail address – ideally before calling PageView. The script automatically hashes it (SHA-256) and uses it for accurate conversion matching even without cookies.

const userData = {
  em: "jan.novak@email.cz",   // key identifier – hashed automatically
  ph: "+420606666666",
  fn: "Jan",
  ln: "Novák"
};

SEM('updateUserData', userData);

Hashing happens automatically
You can pass values in plain text. The SEM script normalises and hashes them using the SHA-256 algorithm directly in the browser before sending. Exception: the review_email parameter in the Purchase event – this must not be hashed, as it is needed to send the customer satisfaction survey for the completed purchase.

Step 4 – Add events to the relevant pages

Add the appropriate events to your product pages, cart, checkout and order confirmation page. See the Event reference for a complete list.

Example of a complete code snippet for a product page:

<!-- In <head> -->
<script src="https://l.seznam.cz/sul.js?id=VASE_SEM_ID"></script>

<!-- After the page body, once product data is available -->
<script>
if (typeof window.SEM === "function") {

  // 1. Consent – if you don't use IAB TCF, pass consent manually
  SEM('updateConsent', {
    consent_mode: {
      ad_storage: 'granted',
      ad_user_data: 'granted',
      ad_personalization: 'granted',
      analytics_storage: 'granted',
      functionality_storage: 'granted'
    }
  });

  // 2. User data – optional, recommended for signed-in users
  SEM('updateUserData', {
    em: 'jan.novak@email.cz'  // hashed automatically
  });

  // 3. PageView
  SEM('track', 'PageView');

  // 4. ViewContent – product detail (for DRTG and retargeting)
  SEM('track', 'ViewContent', {
    content_type: 'product',
    currency: 'CZK',  // only CZK supported
    value: 27677,          // excl. VAT
    contents: [{
      id: 'ABC12345',
      content_name: 'iPhone 15 Pro Max',
      content_category: 'Elektronika | Mobilní telefony | Apple',
      unit_price: 33490      // incl. VAT
    }]
  });
}
</script>

Content Security Policy (CSP)

If your website uses CSP headers, add these allowed sources:

Content-Security-Policy:
  script-src l.seznam.cz;
  connect-src https://*.seznam.cz;

SPA aplikace (React, Vue, Next.js…)

In single-page applications the page does not reload on navigation. Call PageView manually on every route change:

import { useEffect } from 'react';
import { useLocation } from 'react-router-dom';

function PageViewTracker() {
  const location = useLocation();
  useEffect(() => {
    if (typeof window.SEM === 'function') {
      SEM('track', 'PageView');
    }
  }, [location.pathname]);
  return null;
}

📋

Event reference

Complete list of events and parameters for every page type.

🔐

Consent management

Details on passing consent via TCF and Google Consent Mode.

🧪

Testing

How to verify your implementation in the sandbox environment.

Multiple SEM IDs on one page

If you operate a website where you need to track for multiple Sklik accounts simultaneously (e.g. a marketplace with multiple sellers, or a site combining your own tracking with a client’s), set sem_id directly in each track call. A SEM ID specified in a track call takes precedence over the globally configured ID.

// Tracking for the first account
SEM('track', 'PageView', {
  sem_id: 'VASE_SEM_ID_1'
});

// Tracking for the second account (same event, different SEM ID)
SEM('track', 'PageView', {
  sem_id: 'VASE_SEM_ID_2'
});

sem_id in track vs. in config
The global sem_id set via SEM('config', ...) is used for all calls where sem_idis not explicitly specified. Once you provide sem_id directly in a track call, it overrides the global value for that single call only.