Provider: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland, email: support-de@google.com
Parent company: Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA
Purpose: Web analytics, performance measurement, conversion tracking, collection of statistical data
Category: Statistics
Recipients: EU, USA
Data processed: Information relating to website visits (see detailed list below), user data. IP addresses are used only briefly to determine a rough location and are not stored afterwards (see below).
Data subjects: website visitors
Technology: JavaScript call (Google tag / gtag.js), cookies (see the cookie list for details), local storage
Legal basis: Consent
Legal basis for data transfers: EU–US Data Privacy Framework, Swiss–US Data Privacy Framework, UK Extension to the EU–US Data Privacy Framework
Further information:
https://policies.google.com/privacy
https://safety.google/intl/de/principles/
https://business.safety.google/privacy/
https://business.safety.google/adsprocessorterms/
https://policies.google.com/technologies/ads
https://www.google.com/about/company/user-consent-policy-help
Here you can find out exactly where Google’s data centres are located: https://www.google.com/about/datacenters/locations/
Web and app activity recorded via Google Analytics can be viewed and deleted by signed-in Google users under „My Activity“ (myaccount.google.com/data-and-privacy).
On our website, we use the features of the web analytics service Google Analytics 4 (GA4) to analyse user behaviour and optimise our website. The reports provided by Google are used to analyse our website’s performance and measure the success of campaigns run via our website.
Google Analytics uses cookies to enable the analysis of how our website is used. Full details (name, purpose, retention period) regarding the cookies can be found in our specific list of cookies used. As an alternative to cookies, GA4 may use local storage to store the client ID, enabling user behaviour to be tracked even without a traditional cookie.
Information regarding the use of the website, such as browser type and version, the operating system used, the previously visited page, the time of the server request and the approximate location, is transmitted to Google and processed there. We have entered into a contract with Google for this purpose.
In the case of IP addresses, there is no traditional „anonymisation“ in the sense of truncation after transmission; rather, GA4 is designed from the ground up so that no IP addresses are logged or stored for visitors from the EU, Switzerland and the UK. The IP address is used only briefly to determine a rough location (city, region, country) and is then irrevocably discarded before it is stored on Google’s servers. This is a feature that is permanently built into GA4 and cannot be disabled; it is not an optional setting.
On our behalf, Google will use this information to analyse the use of our website, to compile reports on activity on our website, and to provide us with other services relating to the use of our website.
Whilst visiting the website, user behaviour is recorded in the form of so-called events. These may include the following:
- Page views, a user’s click path
- First-time visit to our website
- websites visited
- Starting a session
- Interaction with our website
- User behaviour (e.g. clicks, scrolling, time spent on the site, bounce rates)
- File downloads
- Ads viewed / clicked (only if Google Ads is linked to this property and Google Signals is enabled)
- Interaction with videos
- internal search queries
The following is also recorded:
- approximate location (region, derived from the IP address, without this being stored)
- Date and time of the visit
- technical information about the browser or the devices used (e.g. language settings, screen resolution)
- Internet service provider
- Referrer URL (the website or advertising material via which a user arrived at our website)
This data is primarily processed by Google for its own purposes, such as profiling (over which we have no control).
Data relating to the use of our website is deleted immediately once the retention period we have set has expired. By default, Google Analytics specifies a 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. For all other event data, the following options are available: 2 months, 14 months, 26 months (Google Analytics 360 only), 38 months (Google Analytics 360 only), 50 months (Google Analytics 360 only). We select the shortest retention period that is appropriate for our intended purpose. You may enquire with us at any time about the retention period currently set by us. Data for which the retention period has expired is automatically deleted once a month.
Further details can be found in the linked additional information. We recommend that you check these links regularly for any changes, as Google Analytics may update its features and privacy policy. Further information on your rights and contact details can be found in the general section of this privacy policy.