Pavel Šabatka

GTM template for Seznam Event Measurement (SEM)

About the template

The template handles Seznam SEM measurements.

Seznam SEM is not compatible with Sklik measurements prior to 2026. To use SEM, you must first migrate your Sklik account to SEM. Only then can you generate an SEM ID in the administration.

Settings

Mandatory data

  • Seznam ID – measurement ID that you can generate in the Sklik administration.
    If you do not have a Sklik account migrated to SEM, you cannot generate this value.
  • Event Name – event type, e.g., PageView, etc.
    Depending on the event type, different data may be required.
    SEM does not currently allow you to send your own events, but this will likely be possible in 2027.

Mandatory data for specific events

The fields for entering values will appear when you select the Event Name for which they are relevant.

  • User – a user object that has attributes such as email, phone, etc. See below for exact specifications.
    Relevant for PageView and UserDataUpdate events.
  • Products – a field of products related to the event. For example, for Purchase, these are purchased products, for Search, these are products found in a search, for AddToCart, these are products added to the cart, and for ViewContent, this is a field of displayed products.
    Each product can have an ID, name, category, price, and quantity in some
  • Order – order object, in Google Ecommerce or Shoptet format.
  • Currency Code – three-digit currency code, e.g. CZK or EUR
  • Content Type – only for events of the “ViewContent” type. Values can be
    • product – for displaying product details
    • product_group – used on category pages or product lists
    • page – for measuring content pages, e.g., blog articles
  • Order – objekt objednávky, a to ve formátu Google Ecommerce nebo Shoptet.
  • Currency Code – třímístný kód měny, např. CZK nebo EUR

Optional parameters

  • Page URL – if you need to send a “virtual page URL”
  • Event ID – you must send this if you are using browser and server-to-server measurement.
    Events are deduplicated based on the Event ID – the first event received is always counted.
    Note: The template automatically generates an ID for the Purchase event (unless you enter your own). This allows transactions to be deduplicated.
  • Content Name – the name of the content. This makes sense, for example, for ViewContent on a blog article.
  • Page Category – page category.
  • Value – event value.

Custom parameters

If you need to enter your own values, you can enter them in key-value format according to the SEM documentation.

Transmitted data

User

It is passed with the PageView event. If the user’s status changes while the page is loading, call the “User Data Update” event after the change.

Assumes an object in the shape of

{
  email: '[email protected]',
  phone: '+420777111222',
  first_name: 'Harry',
  last_name: 'Potter',
  gender: 'male',
  city: 'Bristol',
  street: 'Prived drive 4',
  postal_code: 'BS13 9RN',
  country: 'Great Britain',
  registered: true,
  predicted_ltv: 9.75
}

Products

It always assumes a field of objects in the shape of Google Ecommerce or the shape used by Shoptet.

[
  {
    item_id: "SKU_12345",
    item_name: "Stan and Friends Tee",
    discount: 2.22,
    item_category: "Apparel",
    item_category2: "Adult",
    item_category3: "Shirts",
    item_category4: "Crew",
    item_category5: "Short sleeve",
    price: 10.01,
    quantity: 3
  }
]

Order

An order in the Google Ecommerce format or the format used by Shoptet is always assumed.

{
  transaction_id: "T_12345_1",
  value: 30.03,
  tax: 4.90,
  shipping: 5.99,
  currency: "USD",
  coupon: "SUMMER_SALE",
}

Consent mode

If you are using consent mode v2, the template will read the consent status itself.

If you are not using consent mode v2, you need to uncheck the “Using Consent Mode v2” box and pass the consent status manually.

For the Consent Statuses object, enter an object in the form

{
  ad_storage: 'granted',
  ad_personalization: 'granted',
  ad_user_data: 'granted',
  analytics_storage: 'granted',
  functionality_storage: 'granted'
}

Possible consent statuses are granted, 1, true (allowed) or denied, 0, false (denied).

Recommended settings for specific pages

Depending on the type of website, we recommend the following settings:

  • Product categories
    Send PageView and ViewContent events.
    In the ViewContent event, select
    • Content Type = product_group
    • Products – products displayed on the page (you send them to GA4 as impressions)
  • Product details
    Send PageView and ViewContent events.
    In the ViewContent event, select
    • Content Type = product
    • Products – field with one element (displayed product)
  • Search
    Send PageView and Search events.
    In the Search event, configure
    • Products – products displayed on the page (you send them to GA4 as impressions)
  • First step of checkout
    Send PageView and InitiateCheckout events.
    In the InitiateCheckout event, set
    • Products – field with products in the cart
  • Completing the order
    Send PageView and Purchase events.
    In the Purchase event, select
    • Order – order data
    • Products – field with products in the cart
  • Blog article or content page
    Send PageView and ViewContent events.
    In the ViewContent event, set
    • Content Type = page
    • Enter Content Name

CSP

If your website uses CSP (consent security policy) headers, you must enable:

  • script-src l.seznam.cz
    Note: This directive can be omitted if you are using nonce for GTM verification.
  • connect-src https://*.seznam.cz
    Note: The script connects to the domains https://l.seznam.cz and https://sem.seznam.cz

Note: If you have no idea what CSPs are, try setting up the measurement and see if it works or not. If it does, you don’t need to worry about this 😀

If the measurement is not working, check whether there is an error in the browser console saying “Refused because Consent Security Policy.” If there is, this needs to be resolved.

If you still have no idea, write to your programmer or to me.