Digital marketing is undergoing a major transformation. Stricter personal data protection, the gradual end of third-party cookies, and the growing popularity of script-blocking tools are creating a new challenge for e-shop operators. Without reliable data on user behavior, effectively managing performance campaigns is practically impossible. That is why the Sklik advertising system is introducing a new standard in the form of Seznam Event Measurement (SEM). In the Wontilles e-commerce platform, we have fully integrated this advanced measurement, including the most accurate Server-to-Server (S2S) technology.
Why Accurate Measurement in a Cookie-Free Environment Is Essential
Traditional conversion measurement relied on scripts running directly in the visitor’s browser, known as client-side measurement. However, this approach is becoming increasingly vulnerable. Browsers actively limit cookie validity, users use ad blockers, and network restrictions often prevent the tracking code from loading correctly. The result is distorted statistics, underestimated conversions, and inefficiently spent advertising budgets.
Seznam Event Measurement (SEM) solves these shortcomings with a new methodological approach. It enables more accurate matching of conversions to specific users and helps maintain stable campaign performance even in the challenging conditions of today’s web environment.
Advanced Server-to-Server (S2S) Architecture in Wontilles
When developing the Wontilles platform, we focus on top-level technical solutions. That is why we did not stop at a basic client-side implementation, but moved directly to the most reliable option: Server-to-Server measurement.
With S2S measurement, event information is not triggered from the user’s browser. Instead, it is sent directly from the e-shop server to Seznam’s servers. This principle brings several key benefits:
- High data accuracy and completeness: Server-side calls are not affected by slow page loading or client-side script blockers.
- Independence from third-party cookies: S2S measurement works reliably even in environments with strict privacy protection settings.
- Stability for Sklik algorithms: A precise flow of data allows advertising systems to better optimize bidding and target ad groups more accurately.
- Higher website speed: Moving the measurement load from the browser to the server helps speed up page loading, which has a positive impact on the overall user experience (UX).
For companies using the Wontilles e-shop solution, this architecture provides confidence that their marketing data will remain secure and fully functional in the future. We always design our custom e-shops to support long-term scalability and technological independence.
We Set Up SEM Measurement Automatically on the Wontilles Platform
A standard SEM implementation requires manual setup in the Sklik interface, source code adjustments, and subsequent testing of the accuracy of the data being sent. With the Wontilles platform, however, no action is required from the e-shop side. We handle the entire integration at Railsformers.
If we have access to your Sklik account, we will set everything up completely without requiring your involvement. If we do not have access, we will only ask you for your SEM ID, which we will then deploy directly to your e-shop. Your marketing teams will receive fully functional and accurate measurement automatically.
A Complete Overview of the Shopping Process
To help Sklik’s automated algorithms and digital marketing specialists work with maximum efficiency, Wontilles sends the full spectrum of shopping events in the highest possible quality. All key steps of the customer journey are supported:
- Page view
- Content view
- Add to cart
- Add to wishlist
- Start checkout
- Add payment information
- Purchase
- Search
- Complete registration
Thanks to this detailed mapping, you gain accurate data on where customers are in the purchase funnel and which products interest them the most.
Using User Data for More Accurate Matching
S2S measurement in Wontilles also includes the secure sending of supported user data. All sensitive data is encoded before being sent using one-way cryptographic functions (hashing), which ensures full compliance with personal data protection rules.
This advanced matching allows the advertising system to identify users across different devices and browsers. The result is significantly more effective dynamic retargeting and more accurate attribution of conversions to individual ad groups.
Get the Most Out of Your Marketing Campaigns
Full integration of Seznam Event Measurement on the Wontilles platform puts your business in a strong position. You gain a stable and technically advanced tool that gives you a competitive advantage in data analytics and performance marketing. You can significantly improve the return on your advertising investment in Sklik without having to deal with complex technical details.
If you are planning to move your online business forward and are looking for comprehensive IT solutions that support your digital transformation, feel free to contact our specialists. We will be happy to help you set up a technical foundation that fully meets the needs of your growth.