Purpose |
The "Google Analytics 4" analysis service uses technologies such as cookies, tracking pixels, device fingerprinting and programming interfaces to track specific user behaviour on websites and in apps. Information stored on users' end devices is also processed in the process. With the help of tracking pixels embedded in websites and cookies stored on users' end devices, Google processes the information generated about the use of our website by users' end devices and access data across all end devices for the purpose of statistical analysis - e.g. that a website or several specific web pages have been accessed or that a newsletter subscription has taken place.
To analyse usage behaviour, we use a programming interface, the Firebase Software Development Kit (SDK), which is provided by Google to access end device information such as the advertising ID (IDFA from Apple and GAID from Google) of the end device used and to enable statistical analysis of the use of the app. Google assigns a randomly generated user ID to which the respective usage behaviour is assigned.
Using machine learning methods, Google automatically records user behaviour and other events during interaction with our website/app. In addition, a cross-platform analysis of user behaviour takes place on websites and apps that use Google Analytics 4 technologies. This means that user behaviour can be recorded, measured and compared in the same way in different environments. For example, scroll events of the user are automatically recorded, which should enable a better understanding of the use of websites and apps. For this purpose, different user IDs from different cookies or end device resources are used. Subsequently, we are provided with anonymised statistics on the use of the various platforms, compiled according to selected criteria. With the help of "Google Analytics 4", target groups are automatically created for certain cookies or mobile advertising IDs, which are later used for renewed individualised advertising targeting. Target group criteria can be, for example: Users who have viewed products but not added them to a shopping cart or added them to a shopping cart but not completed the purchase, users who have purchased certain items. A target group comprises at least 100 users. With the help of the "Google Ads" tool, interest-based advertisements can then be displayed in search results. In this way, users of websites can be recognised on other websites within the Google advertising network (in Google search or on "YouTube", so-called "Google Ads" or on other websites) and presented with tailored advertisements based on the defined target group criteria.
For these purposes, it can also be determined whether different end devices belong to you or your household. Access data includes, in particular, the IP address, browser information, the website previously visited and the date and time of the server request. "Google Analytics 4" automatically shortens the IP address by the last octet in order to make it more difficult to relate it to a person. According to Google, the IP addresses are shortened within member states of the European Union. Due to the "Google Analytics" tool used, the user's browser automatically establishes a direct connection with the Google server. If users are registered with a Google service, Google can assign the visit to the user account and create and evaluate user profiles across applications. Third country transfer: The consent for Google Analytics also includes consent to a possible transfer of data to the USA. The USA is classified by the European Court of Justice as a country without an adequate level of data protection and without appropriate guarantees according to EU standards. In particular, there is a risk that your personal data may be processed by US authorities for control and monitoring purposes, possibly also without the possibility of using a legal remedy to prevent access to data or to have the illegality of the access established. Furthermore, it cannot be guaranteed that your data subject rights can be fully implemented and that supervisory authorities in the USA will take appropriate remedial action. The use of Google Analytics requires the third country transfer. If you do not wish to consent to the third country transfer, you must deselect Google Analytics. |