5. Analytics Tools and Advertising
Google Tag Manager
We use the Google Tag Manager. The provider is Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland. The Google Tag Manager is a tool that allows us to integrate tracking or analytics tools and other technologies on our website. The Google Tag Manager itself does not create user profiles, store cookies, or perform independent analyses. It merely serves the purpose of managing and displaying the tools integrated through it. However, the Google Tag Manager collects your IP address, which may also be transmitted to Google’s parent company in the United States. The use of the Google Tag Manager is based on Art. 6 para. 1 lit. f GDPR. The website operator has a legitimate interest in the quick and uncomplicated integration and management of various tools on their website. If explicit consent has been requested, processing is carried out exclusively based on Art. 6 para. 1 lit. a GDPR and § 25 para. 1 TTDSG, insofar as the consent includes the storage of cookies or access to information on the user’s device (e.g., device fingerprinting) within the meaning of the TTDSG. The consent can be revoked at any time.
Google Analytics
This website uses features of the web analytics service Google Analytics. The provider is Google Ireland Limited (“Google”), Gordon House, Barrow Street, Dublin 4, Ireland. Google Analytics allows the website operator to analyse the behaviour of website visitors. In this process, the website operator receives various usage data, such as page views, duration of visit, operating systems used, and the user’s origin. These data are assigned to the respective user’s device. A link to a device ID is not made. Furthermore, with Google Analytics, we can track your mouse and scroll movements and clicks. Additionally, Google Analytics uses various modelling approaches to complement the collected datasets and applies machine learning technologies in data analysis. Google Analytics uses technologies that enable the recognition of users for the purpose of analysing user behaviour (e.g., cookies or device fingerprinting). The information collected by Google about the use of this website is generally transferred to a server in the United States and stored there.
The use of this analytics tool is based on Art. 6 para. 1 lit. f GDPR. The website operator has a legitimate interest in analysing user behaviour to optimise both their online offerings and advertising. If explicit consent has been requested, processing is carried out exclusively based on Art. 6 para. 1 lit. a GDPR and § 25 para. 1 TTDSG, insofar as the consent includes the storage of cookies or access to information on the user’s device (e.g., device fingerprinting) within the meaning of the TTDSG. The consent can be revoked at any time. The data transfer to the United States is based on the standard contractual clauses of the EU Commission. Further details can be found here:
https://privacy.google.com/businesses/controllerterms/mccs/.
Browser Plugin
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=en. More information about the handling of user data by Google Analytics can be found in Google’s privacy policy: https://support.google.com/analytics/answer/6004245?hl=en.
Data Processing Agreement
We have concluded a data processing agreement with Google and fully implement the strict requirements of the German data protection authorities when using Google Analytics.
WordPress Statistics
This website uses “WordPress Statistics” to statistically evaluate visitor access. The provider is Aut O’Mattic A8C Ireland Ltd., Business Centre, No.1 Lower Mayor Street, International Financial Services Centre, Dublin 1, Ireland, whose parent company is based in the USA.
WordPress Statistics uses technologies that allow the recognition of users for the purpose of analysing user behaviour (e.g., cookies or device fingerprinting). WordPress Statistics collects, among other things, log files (referrer, IP address, browser, etc.), the origin of website visitors (country, city), and the actions they take on the site (e.g., clicks, views, downloads). The information thus collected about the use of this website is stored on servers in the USA. Your IP address is anonymised after processing and before storage.
The use of this analytics tool is based on Art. 6 para. 1 lit. f GDPR. The website operator has a legitimate interest in anonymised analysis of user behaviour to optimise both their online offerings and advertising. If explicit consent has been requested, processing is carried out exclusively based on Art. 6 para. 1 lit. a GDPR and § 25 para. 1 TTDSG, insofar as the consent includes the storage of cookies or access to information on the user’s device (e.g., device fingerprinting) within the meaning of the TTDSG. The consent can be revoked at any time.
The data transfer to the United States is based on the standard contractual clauses of the EU Commission. Further details can be found here:
https://automattic.com/en/privacy/
Google Ads
The website operator uses Google Ads. Google Ads is an online advertising programme by Google Ireland Limited (“Google”), Gordon House, Barrow Street, Dublin 4, Ireland.
Google Ads enables us to display ads in the Google search engine or on third-party websites when the user enters specific search terms in Google (keyword targeting). Furthermore, targeted ads can be displayed based on the user data available to Google (e.g., location data and interests) (audience targeting). As the website operator, we can quantitatively evaluate this data by, for example, analysing which search terms led to the display of our ads and how many ads led to corresponding clicks.
The use of Google Ads is based on Art. 6 para. 1 lit. f GDPR. The website operator has a legitimate interest in the most effective marketing of their services and products.
The data transfer to the United States is based on the standard contractual clauses of the EU Commission. Further details can be found here:
https://policies.google.com/privacy/frameworks and
https://privacy.google.com/businesses/controllerterms/mccs/
Facebook Pixel
This website uses Facebook’s conversion tracking pixel. The provider of this service is Meta Platforms Ireland Limited, 4 Grand Canal Square, Dublin 2, Ireland. However, according to Facebook, the data collected is also transferred to the USA and other third countries. This allows the behaviour of website visitors to be tracked after they have been redirected to the website of the provider via a Facebook advertisement. This enables the effectiveness of Facebook ads to be evaluated for statistical and market research purposes and future advertising measures to be optimised.
The collected data is anonymous for us as the website operator, and we cannot draw conclusions about the identity of the users. However, the data is stored and processed by Facebook, so a link to the respective user profile is possible, and Facebook may use the data for its own advertising purposes in accordance with the Facebook Data Use Policy. This allows Facebook to display ads on Facebook’s pages as well as outside of Facebook. We, as the website operator, have no influence over this use of data.
The use of the Facebook Pixel is based on Art. 6 para. 1 lit. f GDPR. The website operator has a legitimate interest in effective advertising, including social media.
The data transfer to the United States is based on the standard contractual clauses of the EU Commission. Further details can be found here:
https://www.facebook.com/legal/EU_data_transfer_addendum and
https://en-gb.facebook.com/help/566994660333381.
If personal data is collected on our website using the tools described here and passed on to Facebook, we and Meta Platforms Ireland Limited, 4 Grand Canal Square, Grand Canal Harbour, Dublin 2, Ireland are jointly responsible for this data processing (Art. 26 GDPR). The joint responsibility is limited to the collection of the data and its transfer to Facebook. The subsequent processing by Facebook is not part of the joint responsibility. Our shared obligations have been documented in an agreement on joint processing. The wording of the agreement can be found at: https://www.facebook.com/legal/controller_addendum. According to this agreement, we are responsible for providing the privacy information when using the Facebook tool and for the data protection-compliant implementation of the tool on our website. Facebook is responsible for the data security of the Facebook products. You can assert data subject rights (e.g., access requests) regarding the data processed by Facebook directly with Facebook. If you assert your data subject rights with us, we are obliged to forward them to Facebook.
For further information on protecting your privacy, please refer to Facebook’s privacy policy: https://en-gb.facebook.com/about/privacy/.
You can also deactivate the remarketing function “Custom Audiences” in the ad settings under
https://www.facebook.com/ads/preferences/?entry_product=ad_settings_screen. You must be logged into Facebook to do this.
If you do not have a Facebook account, you can disable Facebook’s usage-based advertising on the European Interactive Digital Advertising Alliance website: http://www.youronlinechoices.com/uk/preferefencemanagement/.
LinkedIn Insight Tag
This website uses the LinkedIn Insight Tag. The provider of this service is LinkedIn Ireland Unlimited Company, Wilton Plaza, Wilton Place, Dublin 2, Ireland.
Data Processing by LinkedIn Insight Tag
With the help of the LinkedIn Insight Tag, we obtain information about the visitors to our website. If a visitor is registered with LinkedIn, we can analyse, among other things, their professional details (e.g., career level, company size, country, location, industry, and job title) and thus better target our page to specific audiences. Furthermore, we can use LinkedIn Insight Tag to measure whether visitors to our website make a purchase or take any other action (conversion tracking). The conversion tracking can also take place across devices (e.g., from PC to tablet). LinkedIn Insight Tag also offers a retargeting function, which allows us to show targeted ads to visitors outside of our website, with LinkedIn stating that no identification of the ad recipient takes place.
LinkedIn itself also collects so-called log files (URL, referrer URL, IP address, device and browser properties, and access time). IP addresses are shortened or (if used to reach LinkedIn members across devices) hashed (pseudonymised). The direct identifiers of LinkedIn members are deleted by LinkedIn after seven days. The remaining pseudonymised data is deleted within 180 days.
The data collected by LinkedIn cannot be attributed to specific individuals by us as the website operator. LinkedIn will store the collected personal data of website visitors on its servers in the USA and use it for its own advertising purposes. You can find further details in LinkedIn’s privacy policy under
https://www.linkedin.com/legal/privacy-policy#choices-oblig.
Legal Basis
The use of LinkedIn Insight is based on Art. 6 para. 1 lit. f GDPR. The website operator has a legitimate interest in effective advertising, including social media. If explicit consent has been requested, processing is carried out exclusively based on Art. 6 para. 1 lit. a GDPR and § 25 para. 1 TTDSG, insofar as the consent includes the storage of cookies or access to information on the user’s device (e.g., device fingerprinting) within the meaning of the TTDSG. The consent can be revoked at any time.
The data transfer to the United States is based on the standard contractual clauses of the EU Commission. Further details can be found here:
https://www.linkedin.com/legal/l/dpa and
https://www.linkedin.com/legal/l/eu-sccs.
Objection to the Use of LinkedIn Insight Tag
You can object to the analysis of user behaviour and targeted advertising by LinkedIn at the following link:
https://www.linkedin.com/psettings/guest-controls/retargeting-opt-out.
Additionally, LinkedIn members can control the use of their personal data for advertising purposes in the account settings. To avoid linking data collected on our website by LinkedIn with your LinkedIn account, you must log out of your LinkedIn account before visiting our website.
