{"id":824,"date":"2026-02-11T23:12:15","date_gmt":"2026-02-11T21:12:15","guid":{"rendered":"https:\/\/www.sabatka.net\/en\/?p=824"},"modified":"2026-02-11T23:12:16","modified_gmt":"2026-02-11T21:12:16","slug":"who-reads-forms-on-your-website-and-do-you-know-about-it","status":"publish","type":"post","link":"https:\/\/www.sabatka.net\/cs\/who-reads-forms-on-your-website-and-do-you-know-about-it\/","title":{"rendered":"Kdo \u010dte formul\u00e1\u0159e na va\u0161em webu? (A v\u00edte o tom?)"},"content":{"rendered":"\n

P\u0159edstavte si situaci. N\u00e1v\u0161t\u011bvn\u00edk p\u0159ijde na v\u00e1\u0161 web, vypln\u00ed objedn\u00e1vkov\u00fd formul\u00e1\u0159 \u2014 jm\u00e9no, e-mail, telefon \u2014 a ode\u0161le ho. Data putuj\u00ed do va\u0161eho CRM nebo datab\u00e1ze.<\/p>\n\n\n\n

Jen\u017ee je docela mo\u017en\u00e9, \u017ee ta sam\u00e1 data \u2014 zahashovan\u00e1, ale p\u0159esto identifikovateln\u00e1 \u2014 pr\u00e1v\u011b v tu chv\u00edli odch\u00e1zej\u00ed i na servery Googlu, Mety, TikToku, Pinterestu a dal\u0161\u00edch platforem. Automaticky. Bez jedin\u00e9ho \u0159\u00e1dku k\u00f3du od v\u00e1s.<\/p>\n\n\n\n

\u0158\u00edk\u00e1 se tomu automatick\u00e9 pokro\u010dil\u00e9 p\u00e1rov\u00e1n\u00ed<\/strong> (Meta), User-Provided Data capabilities<\/strong> (Google), Automatic Advanced Matching<\/strong> (TikTok, Pinterest) a pod dal\u0161\u00edmi n\u00e1zvy u dal\u0161\u00edch platforem. Princip je v\u0161ude stejn\u00fd: reklamn\u00ed pixel na str\u00e1nce automaticky prohled\u00e1v\u00e1 formul\u00e1\u0159ov\u00e1 pole, hashuje nalezen\u00e9 osobn\u00ed \u00fadaje algoritmem SHA-256 a odes\u00edl\u00e1 je platform\u011b. Ta je pak p\u00e1ruje se svou datab\u00e1z\u00ed u\u017eivatel\u016f.<\/p>\n\n\n\n

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Kontaktujte m\u011b<\/a><\/div>\n\n\n\n
Sd\u00edlet na LinkedIN<\/a><\/div>\n<\/div>\n\n\n\n
<\/div>\n\n\n\n

Jak to funguje technicky<\/h2>\n\n\n\n

Skript reklamn\u00edho pixelu naskenuje HTML str\u00e1nky a hled\u00e1 formul\u00e1\u0159ov\u00e1 pole, kter\u00e1 vypadaj\u00ed jako e-mail, telefon, jm\u00e9no, adresa nebo PS\u010c. Detekuje to podle atribut\u016f jako type=\"email\"<\/code>, type=\"tel\"<\/code>, nebo podle n\u00e1zv\u016f a placeholder\u016f pol\u00ed (nap\u0159. name=\"phone\"<\/code>, placeholder=\"V\u00e1\u0161 e-mail\"<\/code>).<\/p>\n\n\n\n

Jakmile u\u017eivatel formul\u00e1\u0159 ode\u0161le (nebo v n\u011bkter\u00fdch p\u0159\u00edpadech jen opust\u00ed str\u00e1nku), pixel hodnoty z t\u011bchto pol\u00ed zahashuje pomoc\u00ed SHA-256 a po\u0161le je na server dan\u00e9 platformy. Platforma pak hash porovn\u00e1 se svou datab\u00e1z\u00ed \u2014 pokud najde shodu, v\u00ed, \u017ee u\u017eivatel X vyplnil formul\u00e1\u0159 na va\u0161em webu.<\/p>\n\n\n\n

TikTok jde je\u0161t\u011b d\u00e1l \u2014 jeho Automatic Advanced Matching<\/a> neskenuje jen formul\u00e1\u0159ov\u00e1 pole, ale i statick\u00fd text na str\u00e1nce (nap\u0159\u00edklad zobrazen\u00fd e-mail p\u0159ihl\u00e1\u0161en\u00e9ho u\u017eivatele) a vybran\u00e9 JavaScriptov\u00e9 prom\u011bnn\u00e9 jako window.dataLayer<\/code>.<\/p>\n\n\n\n

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Jak\u00fdch platforem se to t\u00fdk\u00e1<\/h2>\n\n\n\n

Tohle nen\u00ed okrajov\u00e1 z\u00e1le\u017eitost. V n\u011bjak\u00e9 form\u011b jde o standardn\u00ed funkci u v\u0161ech velk\u00fdch reklamn\u00edch platforem. U ka\u017ed\u00e9 uv\u00e1d\u00edm, jak se funkce jmenuje, co sb\u00edr\u00e1 a \u2014 hlavn\u011b \u2014 jestli skenuje formul\u00e1\u0159e automaticky a jestli je po vytvo\u0159en\u00ed \u00fa\u010dtu zapnut\u00e1, nebo ne.<\/p>\n\n\n\n

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Meta (Facebook\/Instagram)<\/strong><\/h3>\n\n\n\n

Funkce \u201eAutomatick\u00e9 pokro\u010dil\u00e9 p\u00e1rov\u00e1n\u00ed“<\/strong><\/p>\n\n\n\n

Pixel prohled\u00e1v\u00e1 formul\u00e1\u0159e a sb\u00edr\u00e1 e-mail, telefon, jm\u00e9no a p\u0159\u00edjmen\u00ed, m\u011bsto, st\u00e1t, PS\u010c, zemi, datum narozen\u00ed, pohlav\u00ed a extern\u00ed ID. Ve v\u00fdchoz\u00edm stavu je funkce vypnut\u00e1<\/strong> \u2014 mus\u00edte ji aktivn\u011b zapnout v Events Manageru (Data Sources \u2192 Pixel \u2192 Settings). Firmy v \u201eomezen\u00fdch odv\u011btv\u00edch“ (bankovnictv\u00ed, poji\u0161\u0165ovnictv\u00ed, farma, zdravotnictv\u00ed) nemohou automatick\u00e9 p\u00e1rov\u00e1n\u00ed pou\u017e\u00edt v\u016fbec a mus\u00ed s\u00e1hnout po manu\u00e1ln\u00ed variant\u011b.<\/p>\n\n\n\n

\"\"<\/figure>\n\n\n\n
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Google<\/strong><\/h3>\n\n\n\n

Funkce \u201eUser-Provided Data“ (pro GA4) \/ \u201eEnhanced Conversions“ (pro Google Ads)<\/strong><\/p>\n\n\n\n

V GA4 se funkce jmenuje \u201eUser-provided data collection“, v Google Ads \u201eEnhanced Conversions“. Google tag m\u016f\u017ee automaticky detekovat data, kter\u00e1 vypadaj\u00ed jako e-mailov\u00e1 adresa, telefon nebo jm\u00e9no a adresa. Ve v\u00fdchoz\u00edm stavu (po vytvo\u0159en\u00ed \u00fa\u010dtu) data neodes\u00edl\u00e1, i kdy\u017e se m\u016f\u017ee tv\u00e1\u0159it, \u017ee ano.<\/p>\n\n\n\n

K zapnut\u00ed je t\u0159eba:<\/p>\n\n\n\n

    \n
  1. Admin > Property > Data Collection and modification > Data streams > Configure tag settings > Allow user-provided data capabilities
    Toto nastaven\u00ed je ve v\u00fdchoz\u00edm stavu zapnut\u00e9.
    \"\"
    <\/li>\n\n\n\n
  2. Admin > Property > Data Collection and modification > Data collection
    Zde je t\u0159eba povolit User-provided data collection.
    \"\"<\/li>\n<\/ol>\n\n\n\n

    Pokud jsou ob\u011b podm\u00ednky spln\u011bny, p\u0159ibudou v requestech do GA4 parametry em<\/code> (s hashem emailu), ecid<\/code> (identifik\u00e1tor pro matchov\u00e1n\u00ed) a ec_mode=a<\/code> (m\u00f3d detekce, kde a znamen\u00e1 automatickou detekci).<\/p>\n\n\n\n

    <\/div>\n\n\n\n

    TikTok<\/strong><\/h3>\n\n\n\n

    Funkce \u201eAutomatic Advanced Matching“<\/strong><\/p>\n\n\n\n

    Pixel automaticky identifikuje formul\u00e1\u0159ov\u00e1 pole<\/a>, hashuje a sb\u00edr\u00e1 e-maily, telefonn\u00ed \u010d\u00edsla, jm\u00e9na, adresy a dal\u0161\u00ed identifik\u00e1tory. TikTok jde nejd\u00e1l ze v\u0161ech \u2014 neskenuje jen formul\u00e1\u0159e, ale i statick\u00fd text na str\u00e1nce (nap\u0159. zobrazen\u00fd e-mail p\u0159ihl\u00e1\u0161en\u00e9ho u\u017eivatele) a JavaScript prom\u011bnn\u00e9 jako window.dataLayer<\/code>. Ve v\u00fdchoz\u00edm stavu je funkce vypnut\u00e1<\/strong> \u2014 zap\u00edn\u00e1 se v nastaven\u00ed pixelu v Events Manageru. A – jak jinak – TikTok funkci ozna\u010duje jako doporu\u010denou.<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n
    <\/div>\n\n\n\n

    Pinterest<\/strong><\/h3>\n\n\n\n

    Funkce \u201eAutomatic Enhanced Match“<\/strong><\/p>\n\n\n\n

    Pinterest tag sb\u00edr\u00e1 e-maily, jm\u00e9na, telefonn\u00ed \u010d\u00edsla, pohlav\u00ed, data narozen\u00ed, extern\u00ed ID, m\u011bsta, st\u00e1ty, PS\u010c a zem\u011b.<\/p>\n\n\n\n

    Pokud vytv\u00e1\u0159\u00edte nov\u00fd tracking tag, \u201cEnable automatic enhanced match\u201d je ve v\u00fdchoz\u00edm stavu povolen\u00e9<\/strong>. Pokud si to nikdo nezkontroluje, skenov\u00e1n\u00ed formul\u00e1\u0159\u016f b\u011b\u017e\u00ed od prvn\u00edho dne.<\/p>\n\n\n\n

    Toto pova\u017euji za nejv\u011bt\u0161\u00ed dark pattern ze v\u0161ech uveden\u00fdch platforem. Platforma pln\u00e1 m\u00f3dy a dort\u016f, p\u0159itom ale m\u00e1 datov\u00fd apetit jako Meta po t\u0159ech dnech p\u016fstu.<\/p>\n\n\n\n

    \"\"<\/figure>\n\n\n\n
    <\/div>\n\n\n\n

    Manu\u00e1ln\u00ed p\u00e1rov\u00e1n\u00ed<\/h2>\n\n\n\n

    Ne v\u0161echny platformy skenuj\u00ed formul\u00e1\u0159e automaticky N\u011bkter\u00e9 umo\u017e\u0148uj\u00ed pouze manu\u00e1ln\u00ed propojov\u00e1n\u00ed u\u017eivatel\u016f – osobn\u00ed \u00fadaje mus\u00edte platform\u011b p\u0159edat ve zdrojov\u00e9m k\u00f3du. To podle mne lep\u0161\u00ed mo\u017enost – m\u00e1te pod kontrolou, co kam pos\u00edl\u00e1te, m\u016f\u017eete si ohl\u00eddat v\u0161echny pot\u0159ebn\u00e9 \u00fadaje.<\/p>\n\n\n\n