Zboží.cz conversion measurement: the setup that unlocks verified reviews and smarter bids

If you advertise on Zboží.cz, you need to know which orders came from it and what they were worth - otherwise you’re bidding blind. Conversion measurement is how you get that data, and it does something many merchants miss: the standard version is also what unlocks verified-customer reviews. This guide explains what the conversion code sends, why the standard option is the one to pick, and how to deploy it on Shopify with a custom pixel.

What Zboží.cz conversion measurement does and why it’s worth it

Conversion measurement records the number of orders that come through Zboží.cz and their values. According to Seznam, turning it on gives you:

• more reviews from your customers,
• an overview of every order attributed to Zboží.cz,
• reviews from verified customers, and
• more efficient ad management.

It’s the foundation for evaluating ROI and for CPC bidding. With the standard setup you also get API access, which pushes CPC, price and availability updates through faster than the XML feed alone. In other words, it’s not just a reporting nicety - it changes how quickly your bids and product data react.

Standard vs. limited measurement - and why standard is the only real choice

Zboží.cz offers two flavors of conversion measurement, and the difference matters more than the names suggest.

• Standard measurement (recommended). You accept the Terms and the Data Processing Agreement, get a secret key, and deploy server-side. This is what enables API access and verified-customer reviews.
• Limited measurement. JavaScript-only, no API, and no verified-customer reviews. It has also been flagged for deprecation.

So the trade-off is straightforward: limited measurement is the easier paste-and-go option, but it leaves the two best features on the table and is on its way out. If you’re setting this up today, set up standard.

What data the conversion code sends

Both versions fire on the order-confirmation / thank-you page. The standard setup combines a front-end JavaScript snippet with a server-side call, matched by a shared orderId. The official reference (Seznam’s zbozi-konverze library) describes the payload like this:

• Required: orderId, the cart items, plus your SHOP_ID (your shop ID) and PRIVATE_KEY (your secret key).
• Recommended: email, deliveryType, deliveryPrice, otherCosts, paymentType.
• Per item: itemId, productName, unitPrice, quantity.

The server-side call is a POST to https://www.zbozi.cz/action/SHOP_ID/conversion/backend. The front-end JS and the back-end call are tied together by the same orderId, which is why the standard setup is more robust than a JS-only beacon - the order value is confirmed server-side rather than left to the browser.

Pay attention to the recommended email field. That single value is what makes the standard code more than a counter, as you’ll see next.

Step by step: accept the terms, get your keys, deploy the code

1. In Seller Center, open Auctions and conversions → Conversion measurement (in the Czech UI: Aukce a konverze → Měření konverzí).
2. Accept the two agreements - the Terms and the Data Processing Agreement. (These are required for standard measurement and for review collection, since you’ll be passing customer emails.)
3. Get your shop ID and secret key under Shop management → Conversion measurement (in the Czech UI: Správa provozovny → Měření konverzí).
4. Deploy the conversion code on your order-confirmation page, filling in SHOP_ID and PRIVATE_KEY and sending the cart, order value and customer email.
5. Enable tracking and place a test order to confirm conversions are arriving.

How this connects to verified reviews

This is the part that’s easy to overlook. The optional customer email in the standard conversion code is what triggers review invitations. No email in the payload, no invitation - and no verified-customer reviews. So the same code that feeds your bidding data is also what populates your store’s rating with reviews from people who actually bought from you.

Because you’re passing personal data, you need a GDPR opt-out path for customers who don’t want the questionnaire. Handle that and the standard code does double duty: conversion data for your campaigns, and a steady stream of verified reviews that build trust on Zboží.cz. If you want the full picture on the review side, see our guide to Zboží.cz verified reviews.

Setting it up on Shopify with Feedyio (custom pixel)

On Shopify, the cleanest way to deploy the conversion code is a custom pixel, and Feedyio generates the exact snippet for you:

1. In Shopify admin go to Settings → Customer events and add a custom pixel.
2. Name it "Zboží.cz" and create it.
3. Paste the tracking code from Feedyio’s integration page, replacing the placeholder with your API key (Feedyio holds your shop ID and secret key so the secret key stays server-side).
4. The pixel watches for completed checkouts and, on each one, sends the order data - orderId, cart items, order value and customer email - to Zboží.cz.
5. Save and activate the pixel. Conversion measurement is live, and review invitations start going out.

How to set it up in Feedyio

1. Install Feedyio from the Shopify App Store.
2. Create the Zboží.cz conversion measurement integration in the Feedyio app.
3. Set it up and enable it (connect your account / API key for the channel).
4. Add the custom pixel in Shopify (Settings then Customer events) using the code Feedyio gives you, so orders are tracked.

Full step-by-step instructions are in our integrations help center.

How Feedyio helps

Feedyio is a Shopify app that connects your store to Zboží.cz and 130+ other channels. For Zboží.cz it covers the whole setup: a correctly formatted Zboží.cz product feed with category mapping and hourly price/stock sync, plus standard conversion measurement wired up through a custom pixel - so you get both bidding data and verified reviews without writing server-side code yourself.

Want order data for your Zboží.cz bids and verified reviews from real buyers? Try Feedyio free on the Shopify App Store.