Sklik

Datafly Signal sends Seznam Event Measurement (SEM) events to Sklik server-to-server through the SEM S2S endpoint, for conversion measurement and retargeting on Seznam.cz and Zbozi.cz.

Prerequisites

Deploy sul.js

The SEM browser script must run on every page: it writes the sid and udid cookies (after ad_storage consent) that every S2S event has to carry. Configure an ID provider in Signal that reads sid and udid (and the sznaiid click ID) into collected IDs.

Find the S2S SEM ID

In Sklik enable the advanced SEM settings and copy the SEM ID for S2S. It differs from the SEM ID used by the script and GTM.

Configure in Signal

Configuration Fields

Field	Required	Description
`sem_id`	Yes	Your dedicated Server-to-Server SEM ID from Sklik (distinct from the browser sul.js SEM ID). Requires Seznam Event Measurement to be activated on the account. Sent as event_data.sem_id; Sklik attributes events to your account by this ID.

Management UI Setup

Go to Integrations > Add Integration > Sklik.
Choose a preset: Default (default), Retail (ecommerce), Lead Generation (lead_gen), Insurance (insurance).
Fill in the fields above and click Save.

Request format

POST https://sem.seznam.cz/rtgconv

{
  "consent_mode": {
    "ad_personalization": "granted",
    "ad_storage": "granted",
    "ad_user_data": "granted"
  },
  "event_data": {
    "content_type": "product",
    "contents": [
      {
        "content_category": "Jackets",
        "content_name": "Parka",
        "id": "SKU_1",
        "quantity": 2,
        "unit_price": 120
      },
      {
        "content_category": "Accessories",
        "content_name": "Gloves",
        "id": "SKU_2",
        "quantity": 1,
        "unit_price": 19.99
      }
    ],
    "currency": "GBP",
    "delivery_price": 10,
    "order_id": "ORD-1001",
    "payment_type": "card",
    "sem_id": "S2S_SEM_ID_1",
    "sznaiid": "2627214859780792651",
    "value": 259.99,
    "value_tax": 43.33
  },
  "event_id": "evt-e3-1",
  "event_name": "Purchase",
  "event_source": "web",
  "event_time": 1758500000123,
  "event_type": "rtgconv",
  "event_url": "https://shop.example.co.uk/checkout/done?x=1",
  "s2s_headers": {
    "client_ip_address": "203.0.113.9",
    "user_agent": "Mozilla/5.0 (Macintosh; Intel Mac OS X 10_15_7)"
  },
  "schema_version": "v2",
  "user_ids": {
    "user_data": {
      "country": "0b407281768f0e833afef47ed464b6571d01ca4d53c12ce5c51d1462f4ad6677",
      "ct": "0de8ab6315488d30b61d0cd3d4a99d994bbb781c6efe77147fe3cae8f7a21ad8",
      "em": "86e0b9e56c17cc4d12387e1949b85053fbe73bc3ce5a1188713a9d300cc6133d",
      "fn": "81f8f6dde88365f3928796ec7aa53f72820b06db8664f5fe76a7eb13e24546a2",
      "ln": "799ef92a11af918e3fb741df42934f3b568ed2d93ac1df74f1b8d41a27932a6f",
      "ph": "9e1919ad78a34fd67a84bfbcf2fea14074065517bea32e92924771c3f92e5462",
      "sid": "id=1922397029101872874|t=1737450723.526|te=1756971615.061|c=0F247CCA",
      "udid": "01958f34-71d5-7ec2-ae01-cb3c80a1d0a0",
      "zp": "cef0b5ea3fabe460c95f4d3a623078e20c5d529841d74f29d9ae058090e4685c"
    }
  }
}

schema_version (v2), event_name, event_type (rtgconv), event_time (milliseconds), event_url, event_source, user_ids and event_data (with sem_id) are required; on Purchase also order_id, currency and value. Sklik accepts CZK only and reads value excluding VAT; send CZK values from your data layer.

Event Mapping

Signal event	Vendor event	Presets
`page`	`PageView`	Default, Retail, Lead Generation, Insurance
`view_item`	`ViewContent`	Default, Retail
`search`	`Search`	Default, Retail
`add_to_cart`	`AddToCart`	Default, Retail
`begin_checkout`	`InitiateCheckout`	Default, Retail
`purchase`	`Purchase`	Default, Retail, Insurance
`generate_lead`	`Lead`	Default, Retail, Lead Generation, Insurance
`sign_up`	`CompleteRegistration`	Default, Retail, Lead Generation
`add_to_wishlist`	`AddToWishlist`	Retail
`add_payment_info`	`AddPaymentInfo`	Retail
`lead_submitted`	`Lead`	Lead Generation
`contact_requested`	`Contact`	Lead Generation, Insurance
`test_drive_booked`	`Schedule`	Lead Generation
`application_submitted`	`SubmitApplication`	Lead Generation
`quote_requested`	`Lead`	Insurance
`quote_completed`	`Lead`	Insurance

Signal forwards properties the preset does not map unless the integration’s strict output contract is on. Turn on strict_output_contract for this integration so only the documented fields are sent.

Identity

user_ids.user_data carries the sid and udid cookies unhashed and em, ph (E.164), fn, ln, ct, zp and country as normalised SHA-256. event_data.sznaiid carries the Sklik click ID. Events with none of sid, udid, sznaiid, email or phone are not sent.

Sklik is an advertising destination and requires marketing consent by default. consent_mode (ad_storage, ad_user_data, ad_personalization) is granted or denied from the visitor’s marketing consent.

Troubleshooting

Problem	Solution
401 / 403	The SEM ID is the script one, not the S2S one.
Events dropped in Signal	The visitor has no sul.js cookies, click ID, email or phone.

Blueprint

The Sklik blueprint version is 0.6.0. It was last reviewed against the vendor’s documentation on 2026-09-22.