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On our website, we use the functions of the web analysis service Google Analytics to analyse usage behaviour and 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 an analysis of 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), and time of the server request, is usually transmitted to a Google server and stored there. We have concluded a contract with Google for this purpose.
On our behalf, Google will use this information to evaluate the use of our website, to compile reports on the activities within our website and to provide us with further services related to 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 enabled by default. This means that the IP address of a user within member states of the European Union or in other signatory states to the Agreement on the European Economic Area is truncated by Google. Only in exceptional cases is the full IP address 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 data held by Google.
During the website visit, user behaviour is recorded in the form of so-called events. These can represent the following:
- Page views, user click paths
- First-time visits to our website
- Websites visited
- Start of a session
- Interaction with our website
- User behaviour (e.g. clicks, scrolls, dwell time, bounce rates)
- File downloads
- Advertisements viewed/clicked
- Interaction with videos
- Internal search queries
The following is also recorded:
- Approximate location (region)
- Date and time of visit
- IP address (in abbreviated form)
- Technical information about the browser or end devices used (e.g. language settings, screen resolution)
- Internet service provider
- Referrer URL (via which website/advertising medium a user came to our website)
This data is primarily processed by Google for its own purposes, such as profiling (without our influence).
Data relating to the use of our website is deleted immediately after the end of the retention period set by us. Google Analytics gives us a default 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 select the shortest storage period that corresponds to our intended use. You can enquire about the current retention period we have set at any time.
Data whose retention period has expired is automatically deleted once a month.
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