Technical information – at a glance:

SZM-Tag 2.0

The SZM Tag 2.0 consists of two code parts:

1. An external JavaScript file (integrated in the header)
2. JavaScript variables (integrated in the body area)

In the standard implementation, the SZM Tag 2.0 is embedded as a document.write() method. The Integration Guide describes how to change the SZM Tag 2.0 to an appendChild() or newImage() method. Please note that within dynamic content the SZM Tag 2.0 only functions in the appendChild() or newImage methods without conflicts.


The SZM usage measurement supports the following mobile app platforms:

1. Android (2.3.3 and later versions)
2. iOS (iPhone, iPod touch and iPad, iOS Version 7.0 and later)
3. Windows Phone 7.5 / 8.0 / 8.1 
4. Blackberry (6 and 7)

Local list

All URLs of the site to be measured are listed in the local list, i.e. counting of a site tagged with the SZM Tag is only enabled if its URL is on the local list.

The local list is used to define which SZM box requests are considered valid/invalid.

To ensure that all your Internet web pages are counted, it is essential that the website owner checks the local list regularly and makes sure that it is always up-to-date.
If the website owner is an IVW member, entries and modifications in the local list only take effect after they have been approved by IVW.

Local list maintenance
Once you have registered, you will find the relevant application for introducing and processing your local list in the icon-link Customer Center.
Please note that changes to the local list will not automatically be accepted. Once a member of our Support team has checked the syntax, the changes will be implemented into the measuring system during usual office hours.

Code allocation

Category model KAT 2.0 and codes
The provider can combine pages within a site according to different aspects (“categories” or “categories” and “characteristics”; see below for details). This is done using what are known as “codes”.

A code is a string of characters that can be freely defined (with certain restrictions) by the website provider and that is entered in the SZM-Tag 2.0 (the JavaScript code that triggers the measurement impulses for this page to be stored in this web page; for details see “INFOnline Integration Guide SZMnG”).
The code identifies the tagged websites and is the basis for the subsequent category/characteristic classification in the customer center according to the KAT 2.0 category model.

The codes are registered and tallied by the system when analysing the page count. This allows to aggregate page impressions and visits, e.g. websites with related subject matter.
The IVW category model KAT 2.0 is used for categorising stationary websites, mobile-enabled websites (“MEWs”) and apps.
Kat 2.0 not only makes it possible to categorise website content according to its subject and creator, but also in numerous other dimensions. This is made possible by the new structure, which differentiates between categories and their characteristics.

When an HTML page is accessed, the site ID, content type and code parameters are transmitted to the SZM system along with the request. The generated PI can be allocated to a specific category, subcategory or subject area using the transmitted code and then be evaluated.

Information on the page is stored in the code by the provider. The code is the basis of the entire allocation system. Both, its definition and planning are therefore significant for the subsequent quality of the results. The provider should consider which evaluation structures should be available. The individual page and/or the code implemented therein is therefore the smallest allocation unit in the category system.

Content-based code allocation
See the IVW guidelines and applicable category system for more information on content-based code allocation.

Technical code allocation
 You can allocate the codes using the code management in the Customer Centre. Here you can manage your codes easily according to the AGOF and/or IVW system.

Our applications help you create, delete, allocate and recreate codes and import or export your entire code structure as a CSV file.

Further information on code definition, code allocation and the category system classification can be found in the Downloads section.

Cost calculation tool + cost

Our cost calculation tool offers you an easy and flexible way to calculate the the cost.

Would you like to know more about cost, invoicing, testing period or termination terms?

Take a look at our price list for more information


Learn more about SZM)+base and what kind of services it offers.

More about  SZM)+base


Looking for unique indicators for high-impact marketing?

Learn more about AGOF study and IVW publication.