The web analysis (also referred to as “range measurement”) serves the evaluation of the visitor flows of our online offer and can be used as pseudonymous values for behaviour, interests or demographic information about visitors, such as age or gender. With the help of reach analysis, we can, for example, identify at which time our online offer or its functions or content are most frequently used or invite for reuse. We can also understand which areas require optimization.
In addition to web analysis, we can also use test methods to test and optimize, for example, different versions of our online offering or its components.
For these purposes, so-called user profiles can be created and stored in a file (so-called “cookie”) or similar methods with the same purpose can be used. This information may include, for example, content viewed, websites visited and elements used there, such as the browser used, the computer system used, and information on usage times. If users have consented to the collection of their location data, these can also be processed depending on the provider.
The IP addresses of the users are also stored. However, we use an IP masking method (i.e., pseudonymization by shortening the IP address) to protect users. In general, the information provided by the users (such as e-mail addresses or names) is not stored in the context of web analysis, A/B testing and optimization, but pseudonyms. This means that we as well as the providers of the software used do not know the actual identity of the users, but only the information stored in their profiles for the purposes of the respective procedures.
- Data types processed: Usage data (e.g. websites visited, interest in content, access times), meta/communication data (e.g. device information, IP addresses).
- Persons affected: users (e.g. website visitors, users of online services).
- Security measures: IP masking (pseudonymization of the IP address).
- Legal bases: Consent (Art. 6 sec. 1 p. 1 lit. a GDPR), Legitimate Interests (Art. 6 sec. 1 p. 1 lit. f. GDPR).
Used services and service providers:
Google is certified under the Privacy Shield Agreement and thereby offers a guarantee to comply with European data protection law (https://www.privacyshield.gov/participant?id=a2zt000000001L5AAI&status=Active).
Google will use this information on our behalf to evaluate the use of our online offer by users, to compile reports on the activities within this online offer and to provide us with other services related to the use of this online offer and the internet. Pseudonymous user profiles of users can be created from the processed data.
We only use Google Analytics with activated IP anonymization. This means that the IP address of the user is 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 transferred to a Google server in the USA and shortened there.
The IP address transmitted by the user’s browser is not merged with other Google data. Users can prevent the storage of cookies by setting their browser software accordingly; Users can also prevent Google from collecting the data generated by the cookie and relating to their use of the online offer and from processing this data by Google by downloading and installing the browser plug-in available under the following link: http: // tools .google.com / dlpage / gaoptout? hl = de.
Further information on the use of data by Google, setting and objection options can be found in Google’s data protection declaration (https://policies.google.com/technologies/ads) and in the settings for the display of advertisements by Google (https: // adssettings.google.com/authenticated).
The personal data of the users will be deleted or anonymized after 14 months.