Web Analytics (also referred to as “audience measurement”) is used to evaluate visitor traffic on our website and may include pseudonymous information about visitor behavior, interests, or demographic details such as age or gender. By means of audience measurement, we can, for example, determine at which times our online services, features, or content are most frequently used or encourage repeat visits. Likewise, we can identify which areas require optimization.
In addition to web analytics, we may also use testing procedures, e.g. to test and optimize different versions of our online services or their components. Unless otherwise specified below, profiles (i.e., data aggregated into a usage process) may be created for these purposes, and information may be stored on and read from a browser or end device. The data collected includes, in particular, pages visited and elements used on those pages, as well as technical information such as the browser used, the operating system, and usage times. If users have consented to the collection of their location data, either with us or with the providers of services we use, location data may also be processed.
Users’ IP addresses are also stored. However, we use an IP masking procedure (i.e., pseudonymization by truncating the IP address) to protect users. In general, no clear data (such as e-mail addresses or names) are stored in the context of web analytics, A/B testing, or optimization—only pseudonyms. This means that neither we nor the providers of the software used know the actual identity of users, but only the information stored in their profiles for the purposes of the respective procedures.
- Types of data processed: usage data (e.g., websites visited, interest in content, access times); meta/communication data (e.g., device information, IP addresses).
- Data subjects: users (e.g., website visitors, online service users).
- Purposes of processing: audience measurement (e.g., access statistics, identification of returning visitors); profiles with user-related information (creation of user profiles).
- Security measures: IP masking (pseudonymization of IP address).
- Legal bases: consent (Art. 6 para. 1 sentence 1 lit. a GDPR); legitimate interests (Art. 6 para. 1 sentence 1 lit. f GDPR).
We use Matomo for web analytics and audience measurement. When using Matomo, cookies are generated and stored on users’ devices. The data collected through Matomo is processed exclusively by us and not shared with third parties. Cookies are stored for a maximum period of 13 months: Matomo FAQ.
Legal basis: consent (Art. 6 para. 1 sentence 1 lit. a GDPR).
Data deletion: cookies have a maximum storage period of 13 months.
No transfer of collected and pseudonymized data to Matomo takes place. Instead, the data is stored on our own server at a certified hosting provider in Germany (Hetzner).