The Sklik section shows how your paid campaigns are doing in the Seznam.cz search engine. It contains an overview made of tiles, a separate page for each main metric, a table of campaigns and a table of ad groups including the detail of a single ad group. This article describes what each page shows, how the individual levels relate to each other and why Sklik numbers behave differently from other advertising systems. Linking the Sklik account to gas itself is covered in a separate article.
Before you start
- The Sklik section is a paid part of gas. If you do not see it in the left menu, it is not part of your subscription. To add it, write through the contact form.
- At least one Sklik ad account has to be linked (Settings → Connected services → Sklik accounts) and connected to the customer account you are currently working in (Settings → Customer account → Linked accounts).
- Data does not appear immediately after linking. The first numbers arrive with the next synchronisation, details are in How often data is updated.
Account, campaign and ad group
Sklik has three levels and gas takes them over:
- Ad account is the account in Sklik under which campaigns are managed and paid for. In gas you select it at the top of every page of the section. If you have several of them linked, this is where you switch between them.
- Campaign is a single advertising activity with its own budget, targeting and period. One account usually has several of them.
- Ad group is a group of ads and keywords inside a campaign that share the same settings. One campaign can have several of them, for example by topic or by product.
Individual ads and keywords are one level lower and gas does not show them.
A campaign does not have its own detail page in gas. When you click a campaign name in the Campaigns table, the Ad groups list opens, limited to that campaign only. That is the way from a campaign to what is inside it.
Overview
The Overview page is the starting point of the whole section. It consists of tiles, each showing one metric either as a number or as a graph. By default these are the Reach and Spend graphs and the Clicks, Conversions and Transactions number cards.
In the page header you set what the tiles count:
- the ad account selection (always one on this page),
- the period, for example Last 28 days or Custom range,
- the step by which values in the graph are added up (Day, Week, Month, Quarter, Year),
- the graph type,
- the Refresh button, which loads the data again.
You can adjust the tile layout. The Add widget button opens a window where you pick a metric and a View (Value or Graph). Edit layout turns on tile dragging and Reset to default layout brings back the original set. gas remembers the changes for your user account, your colleagues will see their layout unchanged.
Individual metric pages
Below Overview there are five pages in the menu, one for each metric: Spend, Reach, Clicks, Average position and Conversions. They all look the same: three summary cards at the top and a graph of the development over the selected period below them.
- Total (on Average position it is Average instead) is the value for the selected period.
- Short-term trend and Long-term trend compare the selected period with the period before it, so you can see which way the numbers are moving.
What the individual metrics mean:
- Spend: how many crowns the ads cost you in the given period. Sklik bills in Czech crowns, so nothing is converted between currencies here.
- Reach: how many times your ads were displayed. This is not the number of distinct people. One person can see the ad several times and every display is counted separately.
- Clicks: how many times people clicked the ad.
- Average position: in which place among the ads your ad was displayed on average. A lower number means a higher placement.
- Conversions: how many actions that you have marked as conversions in Sklik (a submitted order, a completed form and so on) were measured. If you do not have conversion measurement set up in Sklik, this metric stays at zero and it is not a fault of gas.
Campaigns
The Campaigns page is a table of campaigns for the selected period. Only campaigns that were displayed at least once in the selected period are listed. A campaign that was not running then is not in the list.
The columns are Name, Campaigns, plus Destination for customer accounts with the tourism module, then Reach, Spend, Clicks, Conversions and Click rate (the share of clicks out of displays). Using Table display settings you can also show columns that are hidden, for example Transactions or Ad account.
The Campaigns column does not show campaigns from Sklik, but campaigns that you have created in gas. Matching is driven by the tag: if the tag of your gas campaign is contained in the campaign name in Sklik, the campaign appears in this column.
Above the table there is a bar with controls: column filters, Clear filters, Table display settings, Export table (CSV or Excel), Print and switching to fullscreen. On this page you can also select several ad accounts at once.
Clicking a campaign name takes you to its ad groups.
If a linked account is marked as an Agency account, gas only shows campaigns whose name contains the tag of one of your campaigns or destinations. An agency account usually contains campaigns of several customers, and this is how yours are separated. The tag is set on the campaign in the Campaigns section, and on the destination in the customer account settings.
Ad groups
The Ad groups page lists ad groups across the selected ad accounts. The columns are Name, Campaigns (the name of the parent campaign in Sklik), Reach, Spend, Clicks, Conversions and Click rate.
Unlike the campaign table, ad groups that were not running in the selected period are listed here too. You can recognise them by the empty cells in the metrics. An empty cell means "the ad group was not delivering in this period", whereas zero means "it was delivering, but the metric came out as zero".
When you arrive at this page by clicking from a campaign, there is a strip above the table with the name of that campaign and an All button. The button removes the limit and you see the ad groups of all campaigns.
Clicking an ad group name opens its detail.
Ad group detail
The ad group detail shows the whole history of a single ad group. It has no period selection, so the numbers at the top are not for the last 28 days, but for the entire time the ad group has existed.
What you find on the page:
- the Spend, Reach, Clicks, CTR and Conversions cards for the whole history of the ad group,
- a panel with the Profile (the ad account the ad group belongs to) and Published (the date when the ad group was created in Sklik) details; for a deleted ad group Deleted is added as well,
- a Campaign card with the spend and reach of the whole parent campaign and with a link to its ad groups,
- the Metric timeline graph, where Spend and Reach are turned on; you turn on Clicks and Conversions by clicking in the graph legend,
- the Daily metric timeline table with values for individual days,
- the print button in the page header.
You will not find an ad preview here. An ad group is a group of ads, not a specific ad, and Sklik provides no preview for it. That is why the text Preview not available is shown in its place.
How often data is updated
Sklik data is downloaded roughly once a day, at night, when the numbers for the previous day have settled. That is less often than for the other advertising systems in gas, and several things follow from it.
There is no data for today. Sklik itself marks the statistics for the current day as inaccurate and gas does not download them. Today therefore stays empty in the graph and in the table, even though the campaigns are running. This is not an outage. When you need to see what is happening right now, open the Sklik interface.
The numbers for yesterday can still change. For each day, Sklik states whether the statistics for that day are already recalculated and final, whether they are still being computed, or whether Sklik is reviewing them. Computing can take from a few hours up to a day. That is why gas reaches several days back with every download and overwrites older values with newer ones. Data older than a few days is already stable.
Missing periods are filled in once a week. In addition to the daily download, a deeper fetch runs once a week and fills the days when data did not arrive for any reason (for example when the connection was not working).
Conversions are counted on the day they happened
This is the most common source of misunderstanding, because other systems do it differently.
Sklik attributes a conversion to the day it happened, not to the day the person clicked the ad. If someone clicks an ad on Monday and completes the order on Thursday, you will see the conversion on Thursday. Sklik remembers the visitor for 30 days from the click, so even a conversion several weeks later is attributed to the ad, but always to the date on which it happened.
In practice this means:
- The number of conversions on older days does not grow retroactively. Once something is recorded on a given day, it stays there.
- The sum of conversions for a period corresponds to what actually happened in that period, not to the performance of the ads that were running in that period.
- A comparison with Google Ads does not have to match. Google Ads counts a conversion on the day of the click, so values on older days are topped up retroactively there. Different numbers are therefore not an error, both sides count correctly, just each in a different way.
When comparing Sklik with another system, compare longer periods, not individual days. Over a longer stretch the difference in how conversions are assigned to days largely evens out.
Common problems
I do not see Sklik in the menu at all
The section is paid and appears only if you have it in your subscription. To add it, write through the contact form.
A "No account" message appears instead of data
The customer account you are currently in has no Sklik ad account connected. gas offers to take you straight to the settings, where you link the account. If you are sure it is linked, check at the top that you have switched to the right customer account.
The account is in the list, but cannot be selected
The number of ad accounts that can be tracked within one customer account is set by your subscription. Accounts above that number stay in the list, but cannot be selected. Unlink an account you no longer need, or ask for a higher limit through the contact form.
There is no data for today
Sklik does not consider data for the current day accurate and gas does not download it. Today will be filled in after the night download. To check campaigns that are running right now, use the Sklik interface.
The numbers for yesterday have changed since yesterday
For each day, Sklik distinguishes whether the statistics are final or still being computed. That is why gas overwrites the data for the last few days with more current values on the next download. Data a few days old no longer changes.
Conversions do not match Google Analytics or Google Ads
Every system attributes a conversion to a different day and measures a slightly different event. Sklik attributes it to the day it happened, Google Ads to the day of the click. The difference is expected, it is described in more detail in the section on conversions above.
A campaign I know exists is missing from the Campaigns table
The table lists only campaigns that were displayed at least once in the selected period. Set a longer period. For an agency account it also applies that only campaigns whose name contains the tag of one of your campaigns or destinations are listed.
The Campaigns column is empty on all rows
This column shows campaigns created in gas, not Sklik campaigns. It stays empty until you have a campaign in the Campaigns section, or until its tag is part of the campaign name in Sklik.
An ad group has empty cells instead of numbers
The ad group was not delivering in the selected period. An empty cell is a different state from zero: zero means the ad group was running and the metric came out as zero. Try a longer period.
The numbers in the ad group detail do not match the Ad groups table
The ad group detail has no period selection and shows the whole history, whereas the table counts only the selected period. The difference is therefore fine and is not an error.
The graph and table are missing from the ad group detail on a phone
The development graph and the daily table are not shown on a small display so that they stay readable. Instead, gas tells you that the page needs to be opened in a browser on a computer.
There is an ad group in the list that no longer exists in Sklik
gas keeps the history of deleted ad groups so that the numbers for older periods stay complete. In the detail of such an ad group you will find the date in the Deleted field.
The account shows a Paused label and data has stopped arriving
The access token that gas uses to sign in to Sklik has expired. Sklik does not offer a one-click renewal, so a new token has to be entered.
- Open Settings → Connected services → Sklik accounts.
- In the Sklik administration, generate a new API access token in the account settings.
- In gas, click Add Sklik account, paste the token and confirm with Connect account.
The message on a paused account also states the date after which the data of this connection will be removed, so do not put the renewal off. If you are not sure what to do with the token, write through the contact form.
The history goes back only a short way
For a freshly linked account, the most recent days appear first, and only then does the list gradually fill up. If you need older campaign history in gas as well, write through the contact form, backfilling older data has to be started from our side.