Data subjects: Visitors to the website.
Purpose: To analyse visitor information in order to optimise the website.
Data processed: Access statistics, which include data such as locations of accesses, device data, access duration and time, navigation behaviour, click behaviour and IP addresses. More details can be found below in this privacy policy.
Storage period: Depending on the properties used.
Legal basis: Art. 6 para. 1 lit. a DSGVO (consent), Art. 6 para. 1 lit. f DSGVO (legitimate interests).
What is Google Analytics?
On our website, we use the analysis tracking tool Google Analytics (GA) of the American company Google Inc. For the European area, the company Google Ireland Limited (Gordon House, Barrow Street Dublin 4, Ireland) is responsible for all Google services. Google Analytics collects data about your actions on our website. For example, when you click on a link, this action is stored in a cookie and sent to Google Analytics. The reports we receive from Google Analytics help us to better tailor our website and service to your preferences. In the following, we will go into more detail about the tracking tool and, in particular, inform you about what data is stored and how you can prevent this.
Google Analytics is a tracking tool that is used to analyse the traffic on our website. In order for Google Analytics to work, a tracking code is built into the code of our website. When you visit our website, this code records various actions you take on our website. As soon as you leave our website, this data is sent to the Google Analytics servers and stored there.
Google processes the data and we receive reports about your user behaviour. These reports may include, but are not limited to, the following:
- Audience reports
Audience reports help us get to know our users better and know more precisely who is interested in our service. - Display reports
Display reports help us analyse and improve our online advertising. - Acquisition reports
Acquisition reports give us helpful information on how to attract more people to our service. - Behaviour reports
This tells us how you interact with our website. We can track the path you take on our site and which links you click on. - Conversion reports
Conversion is when you take a desired action as a result of a marketing message. For example, when you go from being just a website visitor to a buyer or newsletter subscriber. These reports help us learn more about how our marketing efforts are working for you. This is how we want to increase our conversion rate. - Real-time reports
Here we always know immediately what is happening on our website. For example, we can see how many users are currently reading this text.
Why do we use Google Analytics on our website?
Our goal with this website is clear: we want to offer you the best possible service. The statistics and data from Google Analytics help us to achieve this goal.
The statistically evaluated data shows us a clear picture of the strengths and weaknesses of our website. On the one hand, we can optimise our site so that it is found more easily by interested people on Google. On the other hand, the data helps us to better understand you as a visitor. We thus know exactly what we need to improve on our website in order to offer you the best possible service. The data also helps us to carry out our advertising and marketing measures in a more individual and cost-effective way. After all, it only makes sense to show our products and services to people who are interested in them.
What data is stored by Google Analytics?
Google Analytics uses a tracking code to create a random, unique ID that is linked to your browser cookie. This is how Google Analytics recognises you as a new user. The next time you visit our site, you will be recognised as a "returning" user. All collected data is stored together with this user ID. This makes it possible to evaluate pseudonymous user profiles.
In order to be able to analyse our website with Google Analytics, a property ID must be inserted into the tracking code. The data is then stored in the corresponding property. For each newly created property, the Google Analytics 4 property is standard. Alternatively, you can also create the Universal Analytics property. Depending on the property used, data is stored for different periods of time.
Identifiers such as cookies and app instance IDs are used to measure your interactions on our website. Interactions are all types of actions you take on our website. If you also use other Google systems (such as a Google Account), data generated through Google Analytics may be linked to third-party cookies. Google does not share Google Analytics data unless we, as the website operator, authorise it. Exceptions may occur if required by law.
The following cookies are used by Google Analytics:
Name: _ga
Wert: 2.1326744211.152111977416-5
Purpose: By default, analytics.js uses the cookie _ga to store the user ID. Basically, it is used to distinguish website visitors.
Expiry date: after 2 years
Name: _gid
Wert: 2.1687193234.152111977416-1
Purpose: The cookie is also used to distinguish website visitors.
Expiry date: after 24 hours
Name: _gat_gtag_UA_<property-id>
Value: 1
Purpose: Used to lower the request rate. If Google Analytics is provided via Google Tag Manager, this cookie is named _dc_gtm_ <property-id>.
Expiry date: after 1 minute
Name: AMP_TOKEN
Value: not specified
Purpose: The cookie has a token that can be used to retrieve a user ID from the AMP client ID service. Other possible values indicate a logout, a request or an error.
Expiry date: after 30 seconds up to one year
Name: __utma
Wert: 1564498958.1564498958.1564498958.1
Purpose: This cookie is used to track your behaviour on the website and measure performance. The cookie is updated every time information is sent to Google Analytics.
Expiry date: after 2 years
Name: __utmt
Value: 1
Purpose: The cookie is used like _gat_gtag_UA_<property-id> to throttle the request rate.
Expiry date: after 10 minutes
Name: __utmb
Value: 3.10.1564498958
Purpose: This cookie is used to determine new sessions. It is updated every time new data or information is sent to Google Analytics.
Expiry date: after 30 minutes
Name: __utmc
Value: 167421564
Purpose: This cookie is used to set new sessions for returning visitors. This is a session cookie and is only stored until you close the browser again.
Expiry date: After you close the browser.
Name: __utmz
Value: m|utmccn=(referral)|utmcmd=referral|utmcct=/
Purpose: The cookie is used to identify the source of traffic to our website. This means that the cookie stores from where you came to our website. This may have been another page or an advertisement.
Expiry date: after 6 months
Name: __utmv
Value: not specified
Purpose: The cookie is used to store custom user data. It is updated whenever information is sent to Google Analytics.
Expiry date: after 2 years
Note: This list cannot claim to be complete, as Google also changes the choice of its cookies time and again.
Here we show you an overview of the most important data collected with Google Analytics:
- Heatmaps
Google creates so-called heatmaps. Heatmaps allow us to see exactly those areas that you click on. This gives us information about where you are "travelling" on our site. - Session duration
Google defines session duration as the time you spend on our site without leaving. If you have been inactive for 20 minutes, the session ends automatically. - Bounce rate
A bounce is when you view only one page on our website and then leave our website again. - Account creation
When you create an account or place an order on our website, Google Analytics collects this data. - IP address
The IP address is only shown in abbreviated form so that no clear attribution is possible. - Location
The IP address can be used to determine the country and your approximate location. This process is also referred to as IP location determination.
- Technical information
Technical information includes your browser type, internet service provider or screen resolution. - Source of origin
Google Analytics and we are of course also interested in which website or which advertisements you came to our site from.
Other data include contact details, any ratings, the playing of media (e.g. if you play a video via our site), the sharing of content via social media or the addition to your favourites. This list does not claim to be complete and only serves as a general orientation of the data storage by Google Analytics.
How long and where is the data stored?
Your data is distributed on different physical data carriers. This has the advantage that the data can be accessed more quickly and is better protected against manipulation. In each Google data centre, there are corresponding emergency programmes for your data. If, for example, the hardware at Google fails or natural disasters paralyse servers, the risk of a service interruption at Google still remains low.
The retention period of the data depends on the properties used. When using the newer Google Analytics 4 properties, the retention period of your user data is fixed at 14 months. For other so-called event data, we have the option to choose a retention period of 2 months or 14 months.
For Universal Analytics properties, the default retention period for your user data is 26 months. Your user data will then be deleted. However, we have the option to choose the retention period of user data ourselves. Five variants are available to us for this purpose:
- Deletion after 14 months
- Cancellation after 26 months
- Cancellation after 38 months
- Deletion after 50 months
- No automatic deletion
In addition, there is also the option for data to be deleted only when you no longer visit our website within the period we have chosen. In this case, the retention period will be reset each time you visit our website again within the specified period.
Once the specified period has expired, the data is deleted once a month. This retention period applies to your data associated with cookies, user recognition and advertising IDs (e.g. DoubleClick domain cookies). Reporting results are based on aggregated data and are stored separately from user data. Aggregated data is a merging of individual data into a larger unit.
How can I delete my data or prevent data storage?
Under European Union data protection law, you have the right to access, update, delete or restrict your data. You can prevent Google Analytics from using your data by using the browser add-on to deactivate Google Analytics JavaScript (ga.js, analytics.js, dc.js). You can download and install the browser add-on at
https://tools.google.com/dlpage/gaoptout?hl=en. Please note that this add-on only deactivates the collection of data by Google Analytics.
If you generally want to deactivate, delete or manage cookies, you will find the relevant links to the respective instructions for the most popular browsers under the section "Cookies".
Legal basis:
The use of Google Analytics requires your consent, which we have obtained with our cookie pop-up. According to Art. 6 para. 1 lit. a DSGVO (consent), this consent constitutes the legal basis for the processing of personal data, as may occur in the collection by web analytics tools.
In addition to consent, we have a legitimate interest in analysing the behaviour of website visitors in order to improve our offer technically and economically. With the help of Google Analytics, we recognise website errors, can identify attacks and improve economic efficiency. The legal basis for this is Art. 6 para. 1 lit. f DSGVO (Legitimate Interests). Nevertheless, we only use Google Analytics if you have given your consent.
Google also processes your data in the USA, among other places. We would like to point out that according to the opinion of the European Court of Justice, there is currently no adequate level of protection for the transfer of data to the USA. This may be associated with various risks to the lawfulness and security of the data processing.
Google uses so-called standard contractual clauses (= Art. 46. para. 2 and 3 DSGVO) as the basis for data processing for recipients located in third countries (outside the European Union, Iceland, Liechtenstein, Norway, i.e. in particular in the USA) or a data transfer there. Standard Contractual Clauses (SCC) are templates provided by the EU Commission and are intended to ensure that your data comply with European data protection standards even if they are transferred to third countries (such as the USA) and stored there. Through these clauses, Google undertakes to comply with the European level of data protection when processing your relevant data, even if the data is stored, processed and managed in the US. These clauses are based on an implementing decision of the EU Commission. You can find the decision and the corresponding standard contractual clauses here, among other places:
https://eur-lex.europa.eu/eli/dec_impl/2021/914/oj?locale=en
Google Analytics data processing addendum:
We have entered into a direct customer agreement with Google for the use of Google Analytics by accepting the "Data Processing Addendum" in Google Analytics.