2.5 Analysis tools and advertising
Google Tag Manager
This website uses the Google Tag Manager of Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland ("Google"). Through this service, website tags can be managed via an interface. The Google Tag Manager only implements tags. This means that no cookies are used and only the user's IP address is transmitted to Google to establish the connection. The Google Tag Manager triggers other tags, which in turn may collect data. However, the Google Tag Manager does not access this data. If a deactivation has been made at domain or cookie level, it remains in place for all tracking tags, insofar as these are implemented with the Google Tag Manager.
We use the Google Tag Manager on the basis of our legitimate interest from Art. 6 para. 1 lit. f) DSGVO. Our legitimate interest here is to enable the technical integration of other website tools.
Since a transfer of the IP address to Google takes place in the USA, further protection mechanisms are required to ensure the level of data protection of the DSGVO. To ensure this, we have agreed standard data protection clauses with the provider in accordance with Art. 46 (2) lit. c DSGVO. These oblige the recipient of the data in the USA to process the data in accordance with the level of protection in Europe. In cases where this cannot be ensured even through this contractual extension, we endeavor to obtain additional regulations and commitments from the recipient in the USA.
This website uses functions of the web analysis service Google Analytics. The provider is Google Ireland Limited ("Google"), Gordon House, Barrow Street, Dublin 4, Ireland. Google Analytics uses so-called "cookies".
Google Analytics enables the website operator to analyze the behavior of website visitors. In doing so, the website operator receives various usage data, such as page views, length of stay, operating systems used and the origin of the user. This data may be summarized by Google in a profile that is assigned to the respective user or their end device. Google will also use this information to provide the website operator with other services related to the use of the website and the Internet. The IP address sent by your browser as part of Google Analytics is not combined with other data from Google. The processing is carried out in accordance with Art. 6 para. 1 lit. a DSGVO on the basis of the consent given by you.
Google Analytics uses technologies that enable the recognition of the user for the purpose of analyzing user behavior (e.g. cookies or device fingerprinting). The information collected by Google about the use of this website is usually transferred to a Google server in the USA and stored there.
The use of this analysis tool is based on Art. 6 para. 1 lit. f DSGVO. The website operator has a legitimate interest in analyzing user behavior in order to optimize both its website and its advertising. If a corresponding consent has been requested (e.g. consent to store cookies), the processing is based exclusively on Art. 6 (1) a DSGVO; the consent can be revoked at any time.
We have activated the IP anonymization function on this website. This means that your IP address is shortened by Google within member states of the European Union or in other contracting states of the Agreement on the European Economic Area before being transmitted to the USA. Only in exceptional cases will the full IP address be transmitted to a Google server in the USA and shortened there. On behalf of the operator of this website, Google will use this information for the purpose of evaluating your use of the website, compiling reports on website activity and providing other services relating to website activity and internet usage to the website operator. The IP address transmitted by your browser as part of Google Analytics will not be merged with any other data held by Google.
You can prevent the collection and processing of your data by Google by downloading and installing the browser plugin available at the following link: https://tools.google.com/dlpage/gaoptout?hl=de.
We have concluded an order processing agreement with the service provider, in which we oblige him to protect our customers' data and not to pass it on to third parties.
Since a transfer of personal data to the USA takes place, further protection mechanisms are required to ensure the level of data protection of the GDPR. To ensure this, we have agreed standard data protection clauses with the provider in accordance with Art. 46 (2) lit. c DSGVO. These oblige the recipient of the data in the USA to process the data in accordance with the level of protection in Europe. Details can be found here: https://privacy.google.com/businesses/controllerterms/mccs/. In cases where this cannot be ensured even by this contractual extension, we endeavor to obtain additional regulations and commitments from the recipient in the USA.
Data stored at Google at user and event level that is linked to cookies, user identifiers (e.g. User ID) or advertising IDs (e.g. DoubleClick cookies, Android advertising ID) is anonymized or deleted after 14 months. For details, please see the following link: https://support.google.com/analytics/answer/7667196?hl=de
Matomo (formerly Piwik)
This website uses the open source web analytics service Matomo. Matomo uses technology that enables user recognition across pages to analyze user behavior. The information collected by Matomo about the use of this website is stored on our server. The IP address is anonymized before storage.
With the help of Matomo, we are able to collect and analyze data about the use of our website by website visitors. This allows us to find out, among other things, when which page views were made and from which region they come. We also collect various log files (e.g. IP address, referrer, browsers and operating systems used) and can measure whether our website visitors perform certain actions (e.g. clicks, purchases, etc.).
The use of this analysis tool is based on Art. 6 para. 1 lit. f DSGVO. The website operator has a legitimate interest in the anonymized analysis of user behavior in order to optimize both its website and its advertising. Insofar as a corresponding consent has been requested (e.g. consent to store cookies), the processing is carried out exclusively on the basis of Art. 6 (1) lit. a DSGVO; the consent can be revoked at any time.
When analyzing with Matomo, we use IP anonymization. In this case, your IP address is shortened before analysis so that it can no longer be clearly assigned to you.
We host Matomo exclusively on our own servers, so that all analysis data remains with us and is not passed on.