Descr.
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.
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