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Section 2: Implementing Conversion Tracking

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Conversion tracking is essential to understand whether your performance-oriented campaigns are generating real business results.

It also enables automated bidding, improves optimisation, and provides better reporting for your KPIs.

1. What Counts as a Conversion?

Conversions are valuable actions on your website, such as:

  • Purchase
  • Registration
  • Lead form submission
  • Phone call
  • Booking
  • Newsletter signup
  • App install
  • Download

Choose only meaningful events — especially, if you except many conversions want to work with the Conversion maximization strategy.

Prioritize one key event as your only Sklik conversion type or use more types only if they have the same value for your business. Otherwise, you will not be able to use Conversion maximization strategy effectively.

2. How to Create a Conversion in Sklik

  1. Go to Tools → Conversion tracking
  2. Click „Create conversion“.
  3. Choose type:
    • order placement
    • user registration
    • etc.
  4. Name your conversion.
  5. Set the value (fixed or dynamic).
  6. Copy the generated code snippet.

3. Where to Place the Conversion Code

Place the conversion code only on the page where the conversion is completed.

Examples:

  • Purchase → thank-you page
  • Lead form → thank-you page
  • Registration → confirmation page

Best practices:

  • Do NOT install the conversion code on all pages
  • Do NOT fire conversions multiple times
  • When in doubt → install via GTM for easier control (see next section)

4. Using Dynamic Conversion Values

For e-commerce:

Use dynamic variables to insert actual order values into the conversion (a specific amount as value).

If your order value is different every time, insert a variable that will overwrite the order value.

This allows better COS measurement and automated bidding.

5. Make sure, you are using the Conversion code for Sklik + Zboží.cz

You will need this to measure both classic Sklik campaigns and Shopping Ads campaigns.

See the necessary details in Sklik Guide.

Common Conversion Tracking Mistakes

  • Placing code on homepage (fires incorrectly)
  • Using outdated thank-you pages
  • Forgetting dynamic values
  • Testing conversions while cookies are blocked
  • Copy-paste errors in CMS

Your Conversion Tracking Is Now Ready

With conversions active, you can:

  • Measure real results
  • Optimise properly
  • Use CPA automated bidding
  • Evaluate campaigns to the full extent

Topic content Step-by-Step: Creating Your First Campaigns