Sklik (the Czech search ad platform) is special for server-side measurement: it has no classic Conversions API like Meta or Google. Conversions go via a server-to-server path, and when they don't add up, the error tends to sit in a few specific places. Here's where to look.
Symptoms
- You don't see conversions in the Sklik admin, or far fewer than orders.
- Conversions arrive with no value or zero.
- Retargeting works but conversions don't (those are two different things).
Why it happens
Sklik has two separate paths: a retargeting code (client-side, for audiences) and server-to-server conversions (for measuring purchases). Many stores deploy only retargeting and wonder why conversions don't arrive — the server-side conversion path has to be set up separately.
What to check
- 1. Is the server-to-server conversion set up at all? Verify you send the conversion via the server-to-server path, not relying only on the retargeting code.
- 2. The right ID. Check you're using the correct conversion / retargeting ID from the Sklik admin.
- 3. Value and transaction ID. A conversion needs a value (a number) and a unique order ID — verify you're passing them. The basis is a clean data layer.
- 4. Consent. If measurement is tied to consent, test with consent — otherwise nothing is sent. See Consent Mode blocking measurement.
How to verify the fix
After fixing it, make a test order and watch the Sklik admin to see whether the conversion arrives with the correct value. Expect some delay — ad platform data tends to lag.
The full procedure for deploying Sklik conversions server-side is in Sklik conversions via server-side GTM. An overview of the Seznam Sklik integration is on the platform page.