Web analysis, performance measurement, conversion tracking, collection of statistical data

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We use the functions of the web analysis service Google Analytics on our website to analyse user behaviour and to optimise our website. The reports provided by Google are used to analyse the performance of our website and to measure the success of possible campaigns via our website.

Google Analytics uses cookies that enable us to analyse the use of our website.

Information about the use of the website such as browser type/version, operating system used, the previously visited page, host name of the accessing computer (IP address), time of the server enquiry is generally transmitted to a Google server and stored there. We have concluded a contract with Google for this purpose.

Google will use this information on our behalf to analyse the use of our website, to compile reports on the activities within our website and to provide us with further services associated with the use of our website and the Internet. According to Google, the IP address transmitted by your browser will not be merged with other Google data.

We only use Google Analytics with IP anonymisation activated by default. This means that the IP address of a user is truncated by Google within member states of the European Union or in other signatory states to 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 a user's browser as part of Google Analytics is not linked to other Google data.

During the website visit, user behaviour is recorded in the form of so-called events. These can represent the following:
Page impressions, the click path of users
First visit to our website
Visited websites
Start of a session
Interaction with our website
User behaviour (e.g. clicks, scrolls, dwell time, bounce rates)
File downloads
Viewed / clicked adverts
Interaction with videos
internal search queries

Furthermore, the following is recorded:

Approximate location (region)
Date and time of the visit
IP address (in truncated form)
technical information about the browser or the end devices used (e.g. language setting, screen resolution)
Internet provider
Referrer URL (via which website/advertising medium a user came to our website)

This data is essentially processed by Google for its own purposes, such as profiling (without our influence).

The data on the use of our website will be deleted immediately after the end of the retention period set by us. Google Analytics specifies a standard retention period of 2 months for user and event data, with a maximum retention period of 14 months. This retention period also applies to conversion data. The following options are available for all other event data: 2 months, 14 months, 26 months (Google Analytics 360 only), 38 months (Google Analytics 360 only), 50 months (Google Analytics 360 only). We choose the shortest storage period that corresponds to our intended use. You can ask us at any time about the retention period we have currently set.

Data that has reached the end of its retention period is automatically deleted once a month.

Administration of tools and plugins

https://policies.google.com/privacy
https://safety.google/intl/de/principles/
https://business.safety.google/adsprocessorterms/
Here you can find out exactly where Google data centres are located: https://www.google.com/about/datacenters/locations/

The Google Ads service is used on this website for the purpose of advertising our products and services. Google Ads is Google's in-house online advertising system.

It is important for us to know whether an interested visitor ultimately becomes our customer. Conversion tracking is used to measure this. We also want to be able to address our website visitors again in a targeted manner. We achieve this through so-called remarketing (retargeting).

Google Ads is used for both conversion tracking and remarketing, i.e. we can recognise what has happened after you have clicked on one of our ads. In order for this service to work, cookies are used and visitors are sometimes added to remarketing lists in order to be shown certain advertising campaigns.

This is done by means of a pseudonymous identification number (pID), which is assigned to a user's browser. This pID enables the service to recognise which ads have already been displayed to a user and which have been viewed. The data is used to display adverts across websites by enabling Google to identify the pages visited.

Our aim is to use Google Ads to target our website’s offers to those visitors who are actually interested in what we have to offer. The data from conversion tracking enables us to measure the benefit of individual advertising measures and optimise our website for our visitors. Conversion can be measured through the use of cookies.

The Remarketing service/tag can be used to show you adverts from us on other websites after you have visited our website. This is done by means of cookies stored in your browser, which are used by Google to record and evaluate your usage behaviour when you visit various websites. This allows Google to recognise your previous visit to our website. According to its own statements, Google does not merge the data collected in the context of remarketing with your personal data, which may be stored by Google. In particular, according to Google, pseudonymisation is used for remarketing.

The information generated is transferred by Google to a server in the USA for analysis and stored there. A transfer of data by Google to third parties only takes place on the basis of legal regulations or in the context of order data processing. Under no circumstances will Google link a user's data with other data collected by Google.

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