Privacy notice

GA4 (Google Analytics 4) 

If you have given your consent, Google Analytics is used on this website. This is a web analytics service provided by Google LLC, Gordon House, Barrow Street, Dublin 4, Ireland, (hereinafter referred to as Google). This makes it possible to assign data, sessions and interactions across multiple devices to a pseudonymous user ID and thus analyze a user's activities across devices.

Scope of processing

Google Analytics uses cookies that enable an analysis of your use of the website. The information generated by the cookie about your use of this website is usually transmitted to a Google server in the USA and stored there.

In Google Analytics 4, the anonymization of IP addresses is activated by default. Due to IP anonymization, your IP address will be truncated by Google within Member States of the European Union or in other contracting states to the Agreement on the European Economic Area. Only in exceptional cases will the full IP address be transferred to a Google server in the USA and shortened there. According to Google, the IP address transmitted by your browser within the scope of Google Analytics will not be merged with other Google data.

However, we would like to expressly point out at this point that Google generally processes data for its own purposes, in particular, also for the purpose of providing its web analysis and tracking service. Within the scope of Google Analytics, further usage data is collected that is to be assessed as personal data, such as identification features of individual users, which also allow a link to an existing Google account, for example.

During your website visit, your user behavior is recorded in the form of events. Events can be:

• Page views
• First visit to the website
• Start of session
• Your "click path", interaction with the website
• Scrolls (whenever a user scrolls to the bottom of the page (90%))
• clicks on external links 
• internal search queries
• interaction with videos
• file downloads
• seen / clicked ads
• language settings
   

Also recorded:

• Your approximate location (region)
• your IP address (in shortened form)
• technical information about your browser and the end devices you use (e.g., language setting, screen resolution)
• Your internet service provider
   

Purpose of the processing

On our behalf, Google will use this information to evaluate your use of the website and 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.

Demographic characteristics

We use the "demographic characteristics" function of Google Analytics to display suitable advertisements to website visitors within the Google advertising network. This allows reports to be generated that contain statements about the age, gender, and interests of site visitors. This data comes from interest-based advertising from Google as well as from visitor data from third-party providers. This data cannot be assigned to any specific person.

Signals

We use Google Signals. This captures additional information in Google Analytics about users who have enabled personalized ads (interests and demographics) and ads can be delivered to these users in cross-device remarketing campaigns.

User ID

We use the User ID function. User ID allows us to assign a unique, persistent ID to one or more sessions (and the activities within those sessions) and analyze user behavior across devices.

Google Remarketing

Google Remarketing analyzes your user behavior on our website (e.g., clicking on certain products) in order to classify you in certain advertising target groups and subsequently play suitable advertising messages to you when you visit other online offers (remarketing or retargeting).

Furthermore, the advertising target groups created with Google Remarketing can be linked with Google's cross-device functions. In this way, interest-based, personalized advertising messages that have been adapted to you depending on your previous usage and surfing behavior on one end device (e.g., cell phone) can also be displayed on another of your end devices (e.g., tablet or PC).

Third country transfer

Insofar as data is processed outside the EU/EEA and there is no level of data protection corresponding to the European standard, we have concluded EU standard contractual clauses with the service provider to establish an appropriate level of data protection. The parent company of Google Ireland, Google LLC, is based in California, USA. A transfer of data to the USA and access by US authorities to the data stored by Google cannot be ruled out. The USA is currently considered a third country from a data protection perspective. You do not have the same rights there as within the EU/EEA. You may not be entitled to any legal remedies against access by authorities.

Recipients / categories of recipients

Recipients of the data are/could be

• Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland (as processor according to Art. 28 GDPR)
• Google LLC, 1600 Amphitheatre Parkway Mountain View, CA 94043, USA
• Alphabet Inc, 1600 Amphitheatre Parkway Mountain View, CA 94043, USA
   

Duration of data storage

You can find out how long the cookies are stored on your terminal device from our Cookie Management Tool.

The data sent by us and linked to cookies, user IDs (e.g., user ID) or advertising IDs are automatically deleted after 14 months. The deletion of data whose retention period has been reached is automated once a month.

Legal basis

The legal basis for the use of Google Analytics is your voluntarily given consent.

Revocation

You can revoke your consent at any time with effect for the future by calling up the cookie settings and changing your selection there. The legality of the processing carried out on the basis of the consent until the revocation remains unaffected.

Google Enhanced Conversion

Within the scope of Google Ads, we use the so-called enhanced conversion tracking. Enhanced conversions are a function that supplements existing conversion tags. This allows conversion data collected on the website itself to be sent to Google in encrypted form.

Conversion is understood as the conversion of a prospect into a customer. When a conversion is executed on a website, in most cases page visitor information such as a name, email address or postal address is collected. These can be captured and hashed in the conversion tracking tags. To do this, the data is encrypted using a one-way hash algorithm SHA256. The hash values of our site visitors are then passed to Google and used to improve our conversion measurement.

If you have given your consent, our tracking tags work as usual. That is, they record the conversions and click information attributed to you. So, when you click on an ad placed by Google, a cookie is set for advanced conversion tracking. Each Google Ads customer receives a different cookie. The cookies cannot be tracked through the websites of Google Ads customers. The information obtained using the conversion cookie is used to generate conversion statistics for Google Ads customers who have opted in to conversion tracking. For example, customers learn the total number of users who clicked on their ad and were redirected to a page tagged with a conversion tracking tag. However, they do not receive any information that can be used to personally identify users.

We hereby also inform you that in the event that you have not given your consent to personally identifiable tracking, a non-personally identifiable and cookie-free analysis will take place. The following data is processed as part of this analysis:

• Function-related information (such as headers passively added by the browser):
• Timestamp
• user agent
• Referral URL
   

Aggregated/non-personal data:

• Indication of whether the current page or a previous page in the user's navigation history on the site contains ad click information in the URL
• Boolean information about consent status.
• Random number generated when the page in question is loaded

In these ways, we can track streams of visitors to our website (but not individual usage patterns). Additionally, Consent Mode can thereby contrast opt-in to opt-out rates. This information is then used to model conversions from page visitors who declined the cookie banner.

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