Data protection overview
Marketing Analytics
We are using technologies for marketing analytics on our websites. They are described below.
Contents
Google Tag Manager
Google Analytics
1. Google Tag Manager
A) Purpose of the processing
Google Tag Manager is a service provided by Google. It is used to manage website tags via a user interface. The purpose is to make the integration and management of tracking and analysis tools efficient and flexible.
B) Scope of the processing
The Google Tag Manager itself does not process any personal data, but merely triggers other tags that may themselves collect data (e.g. Google Analytics). However, the IP address may be forwarded to Google, as the service is delivered via the Google servers. In addition, the integrated tags may process personal data - in this case, the relevant information on the respective tools applies. The Google Tag Manager does not access this data.
C) Legal basis
The use of Google Tag Manager is based on your consent in accordance with Article 6(1)(a) GDPR. Without your consent, the Google Tag Manager will not be loaded and therefore neither will the tracking technologies integrated via it. Consent is given via the consent banner or the cookie settings.
D) Revocation
You have the usual options for revocation, which we describe in our cookie policy.
E) Storage period
The Google Tag Manager itself does not store any personal data. Any storage periods depend on the specific tools and services integrated, to which reference is made in each case.
F) Recipients of the data
The recipient of the data is Google Ireland Limited and, if applicable, Google LLC in the USA. Google also processes your data in the USA. Google is certified under the EU-U.S. Data Privacy Framework, which ensures an adequate level of data protection. Google receives the above-mentioned data as a processor. We have concluded a data processing agreement with Google.
Registered office: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland; Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA
Website: https://tagmanager.google.com/
Data protection information: https://policies.google.com/privacy
2. Google Analytics
A) Purpose of the processing
Google Analytics is a service provided by Google. We use it to evaluate your use of the website and to compile reports on website activity. The reports provided by Google Analytics are used to analyze the performance of our website and the success of our marketing campaigns.
B) Scope of the processing
During your website visit, your user behavior is recorded in the form of "events". Events can be
Page views
Making contact via the contact form
First visit to the website
Start of the session
Websites visited
Your "click path", interaction with the website
Scrolls (whenever a user scrolls to the end of the page (90%))
Clicks on external links
Interaction with videos
File downloads
Language setting
Also recorded:
Your approximate location (region)
Date and time of your visit
Your IP address (in abbreviated form)
technical information about your browser and the end devices you use (e.g. language setting, screen resolution)
Your internet provider
the referrer URL (via which website/advertising medium you came to this website)
We use the User ID function. With the help of the user ID, we can assign a unique, permanent ID to one or more sessions (and the activities within these sessions) and analyze user behavior across devices.
In Google Analytics 4, the anonymization of IP addresses is activated by default. Due to IP anonymization, your IP address will be shortened by Google within member states of the European Union or in other contracting states of the Agreement on the European Economic Area. Only in exceptional cases will the full IP address be transmitted to a Google server in the USA and truncated there. According to Google, the IP address transmitted by your browser as part of Google Analytics will not be merged with other Google data.
C) Legal basis
The use of Google Analytics is based on your consent in accordance with Article 6(1)(a) GDPR. Google Analytics will not be loaded without your consent. Consent is given via the consent banner or the cookie settings.
D) Revocation
You have the usual options for revocation, which we describe in our cookie policy.
E) Storage period
The data sent by us and linked to cookies is automatically deleted after 14 months. The maximum lifespan of Google Analytics cookies is 2 years. Data whose retention period has been reached is automatically deleted once a month.
F) Recipients of the data
The recipient of the data is Google Ireland Limited and, if applicable, Google LLC in the USA. Google also processes your data in the USA. Google is certified in accordance with the EU-U.S. Data Privacy Framework, which guarantees an appropriate level of data protection. Google receives the above-mentioned data as a processor. We have concluded a data processing agreement with Google.
Registered office: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland; Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA; Alphabet Inc, 1600 Amphitheatre Parkway Mountain View, CA 94043, USA
Website: https://analytics.google.com/
Terms of use of Google Analytics: https://marketingplatform.google.com/about/analytics/terms
Data protection information: https://policies.google.com/privacy