{"id":1220,"date":"2025-12-02T18:33:38","date_gmt":"2025-12-02T18:33:38","guid":{"rendered":"https:\/\/vojtechaudy.cz\/clanky\/?p=1220"},"modified":"2026-04-19T17:25:57","modified_gmt":"2026-04-19T17:25:57","slug":"seznam-event-measurement","status":"publish","type":"post","link":"https:\/\/vojtechaudy.cz\/clanky\/seznam-event-measurement\/","title":{"rendered":"Seznam Event Measurement &#8211; nov\u00e9 m\u011b\u0159en\u00ed Seznam Skliku"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Jednou z novinek, kterou pro n\u00e1s Seznam chyst\u00e1 na rok 2026, je nov\u00fd zp\u016fsob m\u011b\u0159en\u00ed u\u017eivatelsk\u00fdch interakc\u00ed na webu. Jde o Seznam Event Measurement (SEM skript), kter\u00fd sjednot\u00ed sou\u010dasn\u00e9 remarketingov\u00e9 a konverzn\u00ed k\u00f3dy pro Sklik i Zbo\u017e\u00ed.cz do jednoho \u0159e\u0161en\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159ipravil jsem proto tento \u010dl\u00e1nek, ve kter\u00e9m shrnuji v\u0161echny dostupn\u00e9 informace z <a href=\"https:\/\/www.datarestart.cz\/2025\" target=\"_blank\" rel=\"noreferrer noopener\">Data Restartu 2025<\/a> i dal\u0161\u00edch zdroj\u016f. Abyste m\u011bli jasno, co na n\u00e1s \u010dek\u00e1 v n\u00e1sleduj\u00edc\u00edch m\u011bs\u00edc\u00edch. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Hlavn\u00ed v\u00fdhody SEM<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Jednotn\u00fd m\u011b\u0159ic\u00ed k\u00f3d<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nejv\u011bt\u0161\u00ed zm\u011bnou je sjednocen\u00ed m\u011b\u0159en\u00ed. M\u00edsto n\u011bkolika odd\u011blen\u00fdch skript\u016f bude existovat jedin\u00fd k\u00f3d, kter\u00fd pokryje v\u0161echny pot\u0159ebn\u00e9 \u00fa\u010dely.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Podpora server-side m\u011b\u0159en\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">SEM skript nab\u00eddne podporu pro server-side implementaci \u2013 tedy odes\u00edl\u00e1n\u00ed dat ze serveru m\u00edsto z prohl\u00ed\u017ee\u010de u\u017eivatele. Jde o standard, kter\u00fd konkurence pou\u017e\u00edv\u00e1 u\u017e \u0159adu let, a Seznam tak dopl\u0148uje d\u016fle\u017eitou funkcionalitu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SEM skript nab\u00eddne podporu pro server-side implementaci \u2013 tedy odes\u00edl\u00e1n\u00ed dat ze serveru m\u00edsto z prohl\u00ed\u017ee\u010de u\u017eivatele. Jde o standard, kter\u00fd konkuren\u010dn\u00ed slu\u017eby pou\u017e\u00edvaj\u00ed u\u017e \u0159adu let, a Seznam t\u00edmto krokem doh\u00e1n\u00ed ostatn\u00ed. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00edce first-party dat<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Nov\u00fd zp\u016fsob m\u011b\u0159en\u00ed umo\u017en\u00ed pracovat s \u0161ir\u0161\u00ed sadou first-party dat. To p\u0159inese p\u0159esn\u011bj\u0161\u00ed modelov\u00e1n\u00ed, lep\u0161\u00ed optimalizaci a z\u00e1rove\u0148 bude mo\u017en\u00e9 tato data nov\u011b vyu\u017e\u00edt i pro c\u00edlen\u00ed kampan\u00ed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mikrokonverze a pokro\u010dil\u00fd remarketing<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">SEM skript nov\u011b umo\u017en\u00ed sledovat v\u00edce ud\u00e1lost\u00ed \u2013 aktu\u00e1ln\u011b 15 p\u0159eddefinovan\u00fdch a pozd\u011bji k tomu p\u0159ibude mo\u017enost vytv\u00e1\u0159et si vlastn\u00ed konverze.<br>V remarketingu bude mo\u017en\u00e9 sestavit a\u017e 10 podm\u00ednek pro jedno publikum, co\u017e v\u00fdrazn\u011b zp\u0159esn\u00ed c\u00edlen\u00ed a roz\u0161\u00ed\u0159\u00ed mo\u017enosti PPC specialist\u016f.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Sandbox aneb n\u00e1stroje pro debugov\u00e1n\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pro webov\u00e9 analytiky bude k dispozici testovac\u00ed prost\u0159ed\u00ed, ve kter\u00e9m p\u016fjde kontrolovat jednotliv\u00e9 hity i jejich datov\u00fd obsah. D\u00edky tomu snadno ov\u011b\u0159\u00edte nap\u0159\u00edklad to, zda se odes\u00edl\u00e1 hashovan\u00fd e-mail ve spr\u00e1vn\u00e9m form\u00e1tu a zda v\u0161e funguje tak, jak m\u00e1. Co\u017e nap\u0159\u00edklad dneska nejde na stran\u011b Skliku. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sklikov\u00e9 mikrokonverze<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Zastav\u00edm se na chv\u00edli u mikrokonverz\u00ed. Podle vyj\u00e1d\u0159en\u00ed lid\u00ed ze Seznamu bude mo\u017en\u00e9 nastavit v\u00edce r\u016fzn\u00fdch konverz\u00ed a n\u00e1sledn\u011b na n\u011b v kampan\u00edch i samostatn\u011b c\u00edlit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Na p\u0159edn\u00e1\u0161ce tak\u00e9 zazn\u011bla informace, \u017ee syst\u00e9m nab\u00eddne 17 p\u0159eddefinovan\u00fdch konverz\u00ed \u2013 co\u017e se velmi podob\u00e1 po\u010dtu <a href=\"https:\/\/www.facebook.com\/business\/help\/402791146561655?id=1205376682832142\" target=\"_blank\" rel=\"noreferrer noopener\">standardn\u00edch event\u016f v Met\u011b<\/a>. Je tedy mo\u017en\u00e9, \u017ee se Seznam Sklik inspiroval pr\u00e1v\u011b tam a do\u010dk\u00e1me se podobn\u011b strukturovan\u00fdch mikrokonverz\u00ed, jak\u00e9 zn\u00e1me z Facebooku:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>N\u00e1zev SEM eventu<\/th><th>Co event m\u011b\u0159\u00ed<\/th><th>N\u00e1zev v Skliku<\/th><\/tr><\/thead><tbody><tr><td>AddPaymentInfo<\/td><td>Vypln\u011bn\u00ed platebn\u00edch \u00fadaj\u016f p\u0159i objedn\u00e1vce<\/td><td>P\u0159id\u00e1n\u00ed platebn\u00edch \u00fadaj\u016f<\/td><\/tr><tr><td>AddToCart<\/td><td>Klik na tla\u010d\u00edtko p\u0159idat do ko\u0161\u00edku<\/td><td>P\u0159id\u00e1n\u00ed do ko\u0161\u00edku<\/td><\/tr><tr><td>AddToWishlist<\/td><td>Ulo\u017een\u00ed produktu do wishlistu<\/td><td>P\u0159id\u00e1n\u00ed na wishlist<\/td><\/tr><tr><td>CompleteRegistration<\/td><td>Dokon\u010den\u00ed registra\u010dn\u00edho formul\u00e1\u0159e<\/td><td>Dokon\u010den\u00ed registrace<\/td><\/tr><tr><td>Contact<\/td><td>Klik na telefon nebo e-mailov\u00fd odkaz \/ zobrazen\u00ed kontaktn\u00ed str\u00e1nky<\/td><td>Kontakt<\/td><\/tr><tr><td>CustomiseProduct<\/td><td>Zm\u011bna parametr\u016f nebo variant produktu<\/td><td>P\u0159izp\u016fsoben\u00ed produktu<\/td><\/tr><tr><td>Donate<\/td><td>Odesl\u00e1n\u00ed daru nebo p\u0159\u00edsp\u011bvku<\/td><td>Darov\u00e1n\u00ed<\/td><\/tr><tr><td>InitiateCheckout<\/td><td>Zah\u00e1jen\u00ed procesu objedn\u00e1vky<\/td><td>Zah\u00e1jen\u00ed objedn\u00e1vky<\/td><\/tr><tr><td>Lead<\/td><td>Odesl\u00e1n\u00ed kontaktn\u00edho formul\u00e1\u0159e<\/td><td>Z\u00edsk\u00e1n\u00ed kontaktu<\/td><\/tr><tr><td>PageView<\/td><td>Na\u010dten\u00ed jak\u00e9koliv str\u00e1nky<\/td><td>Zobrazen\u00ed str\u00e1nky<\/td><\/tr><tr><td>Purchase<\/td><td>Dokon\u010den\u00ed n\u00e1kupu<\/td><td>N\u00e1kup<\/td><\/tr><tr><td>Schedule<\/td><td>Rezervace term\u00ednu nebo sch\u016fzky<\/td><td>Napl\u00e1nov\u00e1n\u00ed ud\u00e1losti<\/td><\/tr><tr><td>Search<\/td><td>Zad\u00e1n\u00ed dotazu do vyhled\u00e1v\u00e1n\u00ed<\/td><td>Vyhled\u00e1n\u00ed<\/td><\/tr><tr><td>StartTrial<\/td><td>Aktivace zku\u0161ebn\u00edho p\u0159\u00edstupu<\/td><td>Zah\u00e1jen\u00ed zku\u0161ebn\u00ed verze<\/td><\/tr><tr><td>SubmitApplication<\/td><td>Odesl\u00e1n\u00ed p\u0159ihl\u00e1\u0161ky nebo \u017e\u00e1dosti<\/td><td>Odesl\u00e1n\u00ed \u017e\u00e1dosti\/p\u0159ihl\u00e1\u0161ky<\/td><\/tr><tr><td>Subscribe<\/td><td>Potvrzen\u00ed odb\u011bru newsletteru<\/td><td>P\u0159ihl\u00e1\u0161en\u00ed k odb\u011bru<\/td><\/tr><tr><td>ViewContent<\/td><td>Na\u010dten\u00ed produktov\u00e9 nebo obsahov\u00e9 str\u00e1nky<\/td><td>Zobrazen\u00ed obsahu<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Struktura SEM skript<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Nov\u00fd SEM skript se bude skl\u00e1dat ze \u010dty\u0159 \u010d\u00e1st\u00ed:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>consent<\/strong>,<\/li>\n\n\n\n<li><strong>ud\u00e1lost<\/strong>,<\/li>\n\n\n\n<li><strong>data nav\u00e1zan\u00e1 na ud\u00e1lost<\/strong>,<\/li>\n\n\n\n<li><strong>identita<\/strong>.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Consent<br><\/strong>Hned u prvn\u00ed \u010d\u00e1sti je pot\u0159eba Seznam pochv\u00e1lit \u2013 nevym\u00fd\u0161l\u00ed vlastn\u00ed syst\u00e9m souhlas\u016f, ale naopak pl\u00e1nuje podporovat <a href=\"https:\/\/developers.google.com\/tag-platform\/security\/guides\/consent\" target=\"_blank\" rel=\"noreferrer noopener\">Google Consent Mode<\/a> a<a href=\"https:\/\/iabeurope.eu\/transparency-consent-framework\/\" target=\"_blank\" rel=\"noreferrer noopener\"> TCF string<\/a>. To v\u00fdrazn\u011b u\u0161et\u0159\u00ed pr\u00e1ci webov\u00fdm analytik\u016fm i program\u00e1tor\u016fm. Bude sta\u010dit spr\u00e1vn\u011b napojit souhlasy v GTM a v\u0161e bude fungovat bez nutnosti vkl\u00e1dat do str\u00e1nky nov\u00fd syst\u00e9m souhlas\u016f. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Ud\u00e1lost<\/strong><br>Dal\u0161\u00ed \u010d\u00e1st\u00ed jsou ud\u00e1losti. Seznam aktu\u00e1ln\u011b mluv\u00ed o 15 p\u0159eddefinovan\u00fdch ud\u00e1lost\u00ed a taky o tom, \u017ee do budoucna pl\u00e1nuje mo\u017enost vytv\u00e1\u0159et ud\u00e1losti vlastn\u00ed. To umo\u017en\u00ed m\u011b\u0159it v\u00edce typ\u016f interakc\u00ed a n\u00e1sledn\u011b na n\u011b optimalizovat kampan\u011b.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Data nav\u00e1zan\u00e1 na ud\u00e1lost<\/strong><br>T\u0159et\u00ed \u010d\u00e1st tvo\u0159\u00ed data spojen\u00e1 s danou ud\u00e1lost\u00ed \u2013 nap\u0159\u00edklad \u010d\u00edslo objedn\u00e1vky, hodnota objedn\u00e1vky, seznam nakoupen\u00fdch produkt\u016f nebo zna\u010dka. Zkr\u00e1tka v\u0161echny dopl\u0148kov\u00e9 parametry, kter\u00e9 k ud\u00e1losti d\u00e1vaj\u00ed kontext. Ot\u00e1zkou z\u016fst\u00e1v\u00e1, zda bude kompletn\u00ed sada parametr\u016f pevn\u011b dan\u00e1, nebo zda p\u016fjde pos\u00edlat i vlastn\u00ed parametry podle pot\u0159eb inzerenta.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Identita<\/strong><br>Posledn\u00ed \u010d\u00e1st\u00ed je identita. Seznam bude podporovat n\u011bkolik typ\u016f identifik\u00e1tor\u016f, jako je e-mail, telefonn\u00ed \u010d\u00edslo, po\u0161tovn\u00ed adresa, <a href=\"https:\/\/www.czechadid.cz\/\" target=\"_blank\" rel=\"noreferrer noopener\">Czech Ad ID<\/a>, <a href=\"https:\/\/id5.io\/\" target=\"_blank\" rel=\"noreferrer noopener\">ID5<\/a> a dal\u0161\u00ed standardy. To otev\u0159e cestu k lep\u0161\u00edmu p\u00e1rov\u00e1n\u00ed u\u017eivatel\u016f a p\u0159esn\u011bj\u0161\u00edmu m\u011b\u0159en\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A zde je n\u00e1hled prezentovan\u00e9ho SEM skriptu, kter\u00fd Seznam uk\u00e1zal na <a href=\"https:\/\/www.slideshare.net\/slideshow\/data-restart-2025-jakub-drahokoupil-nikola-dvorscakova-seznam-event-measurement-novy-zpusob-mereni-retargetingu-a-konverzi\/283901790\" target=\"_blank\" rel=\"noreferrer noopener\">Data Restartu<\/a>.<\/p>\n\n\n\n<pre class=\"wp-block-code has-contrast-color has-neutral-background-color has-text-color has-background has-link-color has-x-small-font-size wp-elements-1\"><code>sem('track', 'Purchase', {\n  consent_mode: {\n    ad_storage: \"granted\",\n    ad_user_data: \"granted\",\n    ad_personalization: \"granted\",\n    ...\n  },\n  consent_string: \"CPCXzW8CPCXzW8AAAENAPCAAQAAAAAAAAA\",\n  schema_version: \"v3\",\n  user_data: {\n    em: \"jan.novak@seznam.cz\",\n    ph: \"+420606666666\"\n  },\n  event_type: \"rtgconv\",\n  event_time: 1736950223,\n  event_id: \"c5113fc8-3e26-45c0-b463-f368bc269e58\",\n  event_source: \"web\",\n  event_url: \"https:\/\/seznam.cz\/home\/link\",\n  event_data: {\n    sem_id: \"Sem24921z457k\",\n    order_id: \"ABC123\",\n    delivery_type: \"CESKA_POSTA\",\n    delivery_price: 80,\n    other_costs: 20,\n    payment_type: \"dob\u00edrka\",\n    content_type: \"product\",\n    contents: &#91;\n      {\n        product_name: \"Adidas Ultraboost\",\n        content_category: \"Boty | Sportovn\u00ed boty | B\u011b\u017eeck\u00e9 boty\",\n        id: \"BTS-94365\",\n        quantity: 1,\n        unit_price: 4499\n      }\n    ],\n    value: 4499,\n    currency: \"CZK\",\n    predicted_ltv: 675433480,\n    review_email: \"jan.novak@email.cz\"\n  }\n});<\/code><\/pre>\n\n\n\n<p class=\"wp-block-paragraph\">Pokud si projdete uk\u00e1zkov\u00fd skript, naraz\u00edte v n\u011bm na n\u00e1sleduj\u00edc\u00ed prom\u011bnn\u00e9:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-border-color has-contrast-border-color has-fixed-layout\" style=\"border-width:1px\"><thead><tr><th>Prom\u011bnn\u00e1<\/th><th>Popis prom\u011bnn\u00e9<\/th><\/tr><\/thead><tbody><tr><td>Sem_id<\/td><td>&#8211; nahrazuje retargeting ID (\u010d\u00edslo \u00fa\u010dtu)<br>&#8211; unik\u00e1tn\u00ed kombinace ID \u00fa\u010dtu a provozovny<br>&#8211; odli\u0161n\u00e9 od FE i S2S (server-side m\u011b\u0159en\u00ed)<\/td><\/tr><tr><td>Consent_mode + consent_string<\/td><td>&#8211; p\u0159ed\u00e1v\u00e1n\u00ed souhlas\u016f s cookies pomoci Google consent m\u00f3du a\/nebo TFC stringu<\/td><\/tr><tr><td>User_data<\/td><td>&#8211; e-mail a telefon se bu\u010f hashuje na stran\u011b Skliku nebo jde rovnou poslat hashovan\u00fd z GTM<br>&#8211; v p\u0159\u00edpad\u011b chyb\u011bj\u00edc\u00edho consentu ad_user_data se data zahazuj\u00ed<\/td><\/tr><tr><td>Event_id<\/td><td>&#8211; pro deduplikaci eventu<\/td><\/tr><tr><td>Contents<\/td><td>&#8211; pro dodate\u010dn\u00e1 data o obsahu a produktech, dynamicky se m\u011bn\u00ed dle obsahu<\/td><\/tr><tr><td>Currency<\/td><td>&#8211; Sklik podporuje pouze CZK<br>&#8211; p\u0159\u00edpadn\u00fd p\u0159evod na stran\u011b klienta<\/td><\/tr><tr><td>Review_e-mail<\/td><td>&#8211; slou\u017e\u00ed pro odesl\u00e1n\u00ed dotazn\u00edku ze Zbo\u017ei.cz<br>&#8211; vyplnit pouze v moment\u011b, kdy u\u017eivatel dal souhlas s dotazn\u00edkem<br>&#8211; pos\u00edlat nezahashovan\u00fd <\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Zm\u011bna rozhran\u00ed Skliku<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Spole\u010dn\u011b s nov\u00fdm m\u011b\u0159ic\u00edm k\u00f3dem doraz\u00ed i \u00faprava rozhran\u00ed Skliku, jak m\u016f\u017eete vid\u011bt n\u00ed\u017ee. V menu zmiz\u00ed st\u00e1vaj\u00edc\u00ed rozd\u011blen\u00ed na konverze a remarketing a nahrad\u00ed ho nov\u00e1 sekce <strong>Spr\u00e1va m\u011b\u0159en\u00ed<\/strong>.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adfcd54da516&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adfcd54da516\" class=\"wp-block-image size-large has-custom-border wp-lightbox-container\" style=\"margin-top:var(--wp--preset--spacing--x-small);margin-bottom:var(--wp--preset--spacing--x-small)\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"471\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/11\/image-1-1024x471.png\" alt=\"Uk\u00e1zka rozhran\u00ed Seznam Skliku, konkr\u00e9tn\u011b sekce Spr\u00e1va m\u011b\u0159en\u00ed. V horn\u00ed \u010d\u00e1sti se nach\u00e1z\u00ed tla\u010d\u00edtko pro aktivaci SEM m\u011b\u0159en\u00ed a pod n\u00edm p\u0159ehled konverz\u00ed a remarketingov\u00fdch publik.\" class=\"has-border-color has-neutral-border-color wp-image-1229\" style=\"border-width:10px\" srcset=\"https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/11\/image-1-1024x471.png 1024w, https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/11\/image-1-300x138.png 300w, https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/11\/image-1-768x354.png 768w, https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/11\/image-1-1536x707.png 1536w, https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/11\/image-1.png 1807w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><em>Uk\u00e1zka nov\u00e9ho rozhran\u00ed Skliku s tla\u010d\u00edtkem na p\u0159epnut\u00ed na SEM m\u011b\u0159en\u00ed. <\/em><\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159ibude tak\u00e9 tla\u010d\u00edtko pro aktivaci SEM m\u011b\u0159en\u00ed. To bude jednor\u00e1zov\u00e9 \u2014 jakmile ho jednou zapnete, nebude mo\u017en\u00e9 se vr\u00e1tit zp\u011bt. Sou\u010dasn\u00e9 remarketingov\u00e9 a konverzn\u00ed pixely se automaticky p\u0159evedou do SEM, a na v\u00e1s (nebo va\u0161em webov\u00e9m analytikovi) pak bude prov\u00e9st kontrolu m\u011b\u0159en\u00ed a p\u0159\u00edpadn\u011b nastavit nov\u00e9 mikrokonverze podle ud\u00e1lost\u00ed na webu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ot\u00e1zkou z\u016fst\u00e1v\u00e1, jak dlouho bude Seznam podporovat star\u00e9 konverzn\u00ed a remarketingov\u00e9 zna\u010dky. Data se v rozhran\u00ed mohou p\u0159ev\u00e9st, ale samotn\u00e9 marketingov\u00e9 zna\u010dky se automaticky nep\u0159enesou. Co\u017e bude mimochodem ide\u00e1ln\u00ed p\u0159\u00edle\u017eitost k revizi st\u00e1vaj\u00edc\u00edch zna\u010dek, c\u00edl\u016f a celkov\u00e9ho nastaven\u00ed \u2013 a ud\u011blat v\u0161e znovu a po\u0159\u00e1dn\u011b od z\u00e1klad\u016f.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Podle Seznamu by zaveden\u00ed zm\u00edn\u011bn\u00fdch zm\u011bn nem\u011blo m\u00edt z\u00e1sadn\u00ed dopad na v\u00fdkon kampan\u00ed. A dobrou zpr\u00e1vou pro PPC specialisty je, \u017ee nov\u011b bude mo\u017en\u00e9 rozpadnout kampa\u0148 \u010di sestavu na jednotliv\u00e9 konverze nebo typy konverz\u00ed, co\u017e zp\u0159esn\u00ed reporting i optimalizaci.<\/p>\n\n\n\n<figure data-wp-context=\"{&quot;imageId&quot;:&quot;6adfcd54da983&quot;}\" data-wp-interactive=\"core\/image\" data-wp-key=\"6adfcd54da983\" class=\"wp-block-image size-large has-custom-border wp-lightbox-container\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"527\" data-wp-class--hide=\"state.isContentHidden\" data-wp-class--show=\"state.isContentVisible\" data-wp-init=\"callbacks.setButtonStyles\" data-wp-on--click=\"actions.showLightbox\" data-wp-on--load=\"callbacks.setButtonStyles\" data-wp-on--pointerdown=\"actions.preloadImage\" data-wp-on--pointerenter=\"actions.preloadImageWithDelay\" data-wp-on--pointerleave=\"actions.cancelPreload\" data-wp-on-window--resize=\"callbacks.setButtonStyles\" src=\"https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/12\/image-1024x527.png\" alt=\"Uk\u00e1zka mo\u017enosti rozpadu konverz\u00ed nasb\u00edran\u00e9 pomoci Seznam Event Measurement.\" class=\"has-border-color has-neutral-border-color wp-image-1246\" style=\"border-width:10px\" srcset=\"https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/12\/image-1024x527.png 1024w, https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/12\/image-300x154.png 300w, https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/12\/image-768x395.png 768w, https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/12\/image-1536x791.png 1536w, https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/12\/image.png 1587w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><button\n\t\t\tclass=\"lightbox-trigger\"\n\t\t\ttype=\"button\"\n\t\t\taria-haspopup=\"dialog\"\n\t\t\tdata-wp-bind--aria-label=\"state.thisImage.triggerButtonAriaLabel\"\n\t\t\tdata-wp-init=\"callbacks.initTriggerButton\"\n\t\t\tdata-wp-on--click=\"actions.showLightbox\"\n\t\t\tdata-wp-style--right=\"state.thisImage.buttonRight\"\n\t\t\tdata-wp-style--top=\"state.thisImage.buttonTop\"\n\t\t>\n\t\t\t<svg xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"12\" height=\"12\" fill=\"none\" viewBox=\"0 0 12 12\">\n\t\t\t\t<path fill=\"#fff\" d=\"M2 0a2 2 0 0 0-2 2v2h1.5V2a.5.5 0 0 1 .5-.5h2V0H2Zm2 10.5H2a.5.5 0 0 1-.5-.5V8H0v2a2 2 0 0 0 2 2h2v-1.5ZM8 12v-1.5h2a.5.5 0 0 0 .5-.5V8H12v2a2 2 0 0 1-2 2H8Zm2-12a2 2 0 0 1 2 2v2h-1.5V2a.5.5 0 0 0-.5-.5H8V0h2Z\" \/>\n\t\t\t<\/svg>\n\t\t<\/button><figcaption class=\"wp-element-caption\"><em>Uk\u00e1zka mo\u017enosti rozpadu konverz\u00ed nasb\u00edran\u00e9 pomoci Seznam Event Measurement<\/em><\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Pl\u00e1ny do budoucnosti<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Seznam nechce skon\u010dit jen u t\u00e9to zm\u011bny \u2013 naopak m\u00e1 p\u0159ipravenou celou \u0159adu dal\u0161\u00edch novinek. V prvn\u00ed \u0159ad\u011b se chyst\u00e1 \u0161ablona do Google Tag manageru, jenom je zat\u00edm ot\u00e1zkou, zdali to vytvo\u0159\u00ed p\u0159\u00edmo od Seznam nebo n\u011bjak\u00e1 analytick\u00e1 agentura. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Jak u\u017e bylo zm\u00edn\u011bno, pracuje se tak\u00e9 na podpo\u0159e vlastn\u00edch konverz\u00ed a mo\u017enosti optimalizovat kampan\u011b na libovolnou z nich. Zapomenout nelze ani na modernizaci Sklik API (<a href=\"https:\/\/api.sklik.cz\/fenix\/v1\">viz API F\u00e9nix<\/a>). Dal\u0161\u00edm ambici\u00f3zn\u00edm krokem je pak v\u00fdvoj vlastn\u00edho seznam\u00e1ck\u00e9ho SDK pro m\u011b\u0159en\u00ed mobiln\u00edch aplikac\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zkr\u00e1tka\u2026 m\u00e1me se na co t\u011b\u0161it.<\/p>\n\n\n\n<p class=\"has-background wp-block-paragraph\" style=\"background-color:#f3f3f3;margin-top:var(--wp--preset--spacing--x-small);margin-bottom:var(--wp--preset--spacing--x-small);padding-top:10px;padding-bottom:10px\">\ud83d\udc49 Pot\u0159ebujete webov\u00e9ho analytika, kter\u00fd zajist\u00ed hladk\u00fd p\u0159echod na nov\u00fd SEM skript a spr\u00e1vn\u00e9 nastaven\u00ed mikrokonverz\u00ed? Ozv\u011bte se \u2013 r\u00e1d pomohu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><a href=\"Disclaimer: Tento \u010dl\u00e1nek vych\u00e1z\u00ed z aktu\u00e1ln\u011b dostupn\u00fdch informac\u00ed. Je mo\u017en\u00e9, \u017ee se n\u011bkter\u00e9 detaily budou v pr\u016fb\u011bhu \u010dasu je\u0161t\u011b m\u011bnit.\">Disclaimer: Tento \u010dl\u00e1nek vych\u00e1z\u00ed z aktu\u00e1ln\u011b dostupn\u00fdch informac\u00ed. Je mo\u017en\u00e9, \u017ee se n\u011bkter\u00e9 detaily v pr\u016fb\u011bhu \u010dasu je\u0161t\u011b zm\u011bn\u00ed.<\/a><\/em><\/p>\n\n\n\n<div class=\"wp-block-group has-background is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-d05cb3ef wp-block-group-is-layout-flex\" style=\"border-top-left-radius:5px;border-top-right-radius:5px;border-bottom-left-radius:5px;border-bottom-right-radius:5px;background-color:#fafffa\">\n<figure class=\"wp-block-image size-full wp-container-content-e1bb55cb\" style=\"margin-top:0;margin-bottom:0\"><img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/vojtechaudy.cz\/clanky\/wp-content\/uploads\/sites\/2\/2025\/12\/image-4.png\" alt=\"\" class=\"wp-image-1304\"\/><\/figure>\n\n\n\n<p class=\"has-open-sans-font-family has-x-small-font-size wp-block-paragraph\" style=\"padding-right:0;padding-left:0\"><a href=\"https:\/\/chat.whatsapp.com\/LcFysvgHBgKKPKXrIgX63F\" target=\"_blank\" rel=\"noreferrer noopener\">P\u0159idejte se do <strong>WhatsApp skupiny,<\/strong><\/a> kde sd\u00edl\u00edm odkazy na nov\u00e9 \u010dl\u00e1nky a dal\u0161\u00ed zaj\u00edmavosti ze sv\u011bta webov\u00e9 analytiky a online marketingu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Jednou z novinek, kterou pro n\u00e1s Seznam chyst\u00e1 na rok 2026, je nov\u00fd zp\u016fsob m\u011b\u0159en\u00ed u\u017eivatelsk\u00fdch interakc\u00ed na webu. Jde o Seznam Event Measurement\u2026<\/p>\n","protected":false},"author":5,"featured_media":1302,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[],"class_list":["post-1220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc-novinky"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Seznam Event Measurement - nov\u00e9 m\u011b\u0159en\u00ed Seznam Skliku - Vojt\u011bch Audy<\/title>\n<meta name=\"description\" content=\"Objevte nov\u00fd SEM skript od Seznamu: jednotn\u00e9 m\u011b\u0159en\u00ed, mikrokonverze, v\u00edce dat a p\u0159esn\u011bj\u0161\u00ed c\u00edlen\u00ed. Co se m\u011bn\u00ed a jak se p\u0159ipravit? P\u0159e\u010dt\u011bte si v \u010dl\u00e1nku.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vojtechaudy.cz\/clanky\/seznam-event-measurement\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Seznam Event Measurement - nov\u00e9 m\u011b\u0159en\u00ed Seznam Skliku - Vojt\u011bch Audy\" \/>\n<meta property=\"og:description\" content=\"Objevte nov\u00fd SEM skript od Seznamu: jednotn\u00e9 m\u011b\u0159en\u00ed, mikrokonverze, v\u00edce dat a p\u0159esn\u011bj\u0161\u00ed c\u00edlen\u00ed. Co se m\u011bn\u00ed a jak se p\u0159ipravit? 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