Marketing analytics

Contents

1. Google Tag Manager

2. Google Analytics

3. Google Ads Conversion Tracking (Google Search Engine)

4. Microsoft Ads Conversion Tracking (Bing Search Engine)

5. Microsoft LinkedIn Ads Conversion Tracking

6. Meta Ads Conversation Tracking (Instagram)

7. Website prospecting with Dealfront

A) Purpose of the processing

Google Tag Manager is a service provided by Google. It is used to manage website tags via a user interface. The purpose is to make the integration and management of tracking and analysis tools efficient and flexible.

B) Scope of the processing

The Google Tag Manager itself does not process any personal data, but merely triggers other tags that may themselves collect data (e.g. Google Analytics). However, the IP address may be forwarded to Google, as the service is delivered via the Google servers. In addition, the integrated tags may process personal data - in this case, the relevant information on the respective tools applies. The Google Tag Manager does not access this data.

The WebBeacon www.googletagmanager.com/gtag is processed for analysis and marketing purposes. These would be optimization of our marketing activities, user behavior, reach analysis. The web beacon contains a unique ID.

C) Legal basis

The use of Google Tag Manager is based on your consent in accordance with Art. 6 para. 1 lit. a GDPR. Without your consent, the Google Tag Manager will not be loaded and therefore neither will the tracking technologies integrated via it. Consent is given via the consent banner or the cookie settings.

D) Revocation

You have the usual options for revocation, which we describe in our cookie policy.

E) Storage period

The Google Tag Manager itself does not store any personal data. Any storage periods depend on the specific tools and services integrated, to which reference is made in each case.

F) Recipients of the data

The recipient of the data is Google Ireland Limited and, if applicable, Google LLC in the USA. Google also processes your data in the USA. Google is certified under the EU-U.S. Data Privacy Framework, which ensures an adequate level of data protection. Google receives the above-mentioned data as a processor. We have concluded a data processing agreement with Google.

• Registered office: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland; Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA

• Website: https://tagmanager.google.com/

• Data protection information: https://policies.google.com/privacy

A) Purpose of the processing

Google Analytics is a service provided by Google. We use it to evaluate your use of the website and to compile reports on website activity. The reports provided by Google Analytics are used to analyze the performance of our website and the success of our marketing campaigns.

B) Scope of the processing

During your website visit, your user behavior is recorded in the form of "events". Events can be

• Page views

• Making contact via the contact form

• First visit to the website

• Start of the session

• Websites visited

• Your "click path", interaction with the website

• Scrolls (whenever a user scrolls to the end of the page (90%))

• Clicks on external links

• Interaction with videos

• File downloads

• Language setting

Also recorded:

• Your approximate location (region)

• Date and time of your visit

• Your IP address (in abbreviated form)

• technical information about your browser and the end devices you use (e.g. language setting, screen resolution)

• Your internet provider

• the referrer URL (via which website/advertising medium you came to this website)

The web beacon google-analytics.com/g/collect contains IDs and information on screen resolution, browser and operating system.

We use the User ID function. With the help of the user ID, we can assign a unique, permanent ID to one or more sessions (and the activities within these sessions) and analyze user behavior across devices.

In Google Analytics 4, the anonymization of IP addresses is activated by default. Due to IP anonymization, your IP address will be shortened by Google within member states of the European Union or in other contracting states of the Agreement on the European Economic Area. Only in exceptional cases will the full IP address be transmitted to a Google server in the USA and truncated there. According to Google, the IP address transmitted by your browser as part of Google Analytics will not be merged with other Google data.

C) Legal basis

The use of Google Analytics is based on your consent in accordance with Art. 6 para. 1 lit. a GDPR. Google Analytics will not be loaded without your consent. Consent is given via the consent banner or the cookie settings.

D) Revocation

You have the usual options for revocation, which we describe in our cookie policy.

E) Storage period

The data sent by us and linked to cookies is automatically deleted after 14 months. The maximum lifespan of Google Analytics cookies is 2 years. Data whose retention period has been reached is automatically deleted once a month.

F) Recipients of the data

The recipient of the data is Google Ireland Limited and, if applicable, Google LLC in the USA. Google also processes your data in the USA. Google is certified in accordance with the EU-U.S. Data Privacy Framework, which guarantees an appropriate level of data protection. Google receives the above-mentioned data as a processor. We have concluded a data processing agreement with Google.

• Registered office: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland; Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA; Alphabet Inc, 1600 Amphitheatre Parkway Mountain View, CA 94043, USA

• Website: https://analytics.google.com/

• Terms of use of Google Analytics: https://marketingplatform.google.com/about/analytics/terms

• Data protection information: https://policies.google.com/privacy

A) Purpose of the processing

We use Google Ads to place targeted advertising on external websites and within Google search results. On our website, we record whether users have reached our website via a Google ad and have carried out certain actions (e.g. purchases or inquiries) there. The aim is to measure the success of our advertising campaigns.

B) Scope of the processing

As part of Google Ads, so-called conversion tags are integrated on our website, which can set a cookie on the user's device when visiting certain pages. This makes it possible to track whether a user has carried out a certain action (e.g. a purchase or registration) after clicking on an ad. Among other things, Google processes the IP address, browser information, website interactions and the URL of the page visited. This information can be linked by Google to a Google account if the user is logged in. In addition, the cookie is used to assign the content you have consumed. This can, for example, prevent you from being shown an advertisement that you have already seen.

C) Legal basis

The use of Google Ads conversion tracking is based on your consent in accordance with Art. 6 para. 1 lit. a GDPR. Without your consent, the corresponding tags will not be loaded. Consent is given via the consent banner or the cookie settings.

D) Revocation

If you do not wish to receive interest-based advertising, you can deactivate the use of cookies by Google for these purposes by visiting the page https://www.google.com/settings/ads .

Moreover, you have the usual options for revocation, which we describe in our cookie policy.

E) Storage period

The data collected via Google Ads is anonymized after 30 days. The cookie information is also deleted after 30 days.

F) Recipients of the data

The recipient of the data is Google Ireland Limited and, if applicable, Google LLC in the USA. Google also processes your data in the USA. Google is certified in accordance with the EU-U.S. Data Privacy Framework, which guarantees an appropriate level of data protection. Google receives the above-mentioned data as a processor. We have concluded a data processing agreement with Google.

• Registered office: Google Ireland Limited, Gordon House, Barrow Street, Dublin 4, Ireland; Google LLC, 1600 Amphitheatre Parkway, Mountain View, CA 94043, USA

• Website: https://ads.google.com

• Data protection information: https://policies.google.com/privacy

A) Purpose of the processing

We use Microsoft Ads Conversion Tracking to analyse the effectiveness of our advertising measures on the Bing search engine and in the Microsoft advertising network. The aim is to understand which ads bring users to our website and what actions they take there (e.g. contacting us or making a purchase).

B) Scope of the processing

When you arrive at our website via a Microsoft ad, Microsoft stores a cookie on your device. This allows us to track which pages you visit on our website and whether you perform certain predefined actions (known as ‘conversions’). Among other things, Microsoft collects your IP address, device information, browser data and information about your interaction with the advertisement. This data is processed using a pseudonymous ID and is not used for personal identification.

C) Legal basis

The use of Microsoft Ads Conversion Tracking is based on your consent in accordance with Art. 6 (1) (a) GDPR. Without your consent, the corresponding tags will not be loaded. Consent is given via the consent banner or the cookie settings.

D) Revocation

You can deactivate the use of cookies by Microsoft and thus revoke the consent you have given us to use the Microsoft Advertising service or refuse consent to the use of Microsoft Retargeting by following the link below: https://choice.microsoft.com/de-DE/opt-out

In addition, you have the usual options for revocation, which we describe in our cookie policy.

E) Storage period

The stored cookies usually expire after 30 days. Personal data collected via Microsoft Ads is deleted as soon as it is no longer required for the purposes mentioned.

F) Recipients of the data

The recipients of the data are Microsoft Ireland Operations Limited and, if applicable, Microsoft Corporation in the USA. Microsoft also processes your data in the USA, among other places. Microsoft is certified under the EU-U.S. Data Privacy Framework, which ensures an adequate level of data protection. Microsoft receives the above-mentioned data as a processor. We have entered into a data processing agreement with Microsoft.

• Headquarters: Microsoft Ireland Operations Limited, One Microsoft Place, South County Business Park, Leopardstown, Dublin, Ireland 18, D18 P521

• Website: https://ads.microsoft.com/

• Privacy policy: https://privacy.microsoft.com/privacystatement

A) Purpose of the processing

We use LinkedIn Ads Conversion Tracking to analyse and optimise the effectiveness of our advertising campaigns on LinkedIn. In doing so, we record whether and how users interact with our website after clicking on an advertisement (e.g. filling out a contact form).

B) Scope of the processing

When you access our website via a LinkedIn ad, a so-called ‘LinkedIn Insight Tag’ is integrated. This stores a cookie in your browser, which LinkedIn uses to collect various data, including IP address, device and browser characteristics, referrer URL and timestamp. The data is processed pseudonymously and is used to create aggregated reports on website visitors and ad performance (known as conversion tracking). We only have indirect access to this anonymous data via the reports and analyses provided by LinkedIn. In addition, LinkedIn can use the collected data to display targeted advertising (‘retargeting’).

Please note that LinkedIn collects and processes certain information about your use of our website and your interaction with LinkedIn ads, even if you do not have a LinkedIn account or are not logged in to LinkedIn.

C) Legal basis

The use of LinkedIn Ads Conversion Tracking is based on your consent in accordance with Art. 6 (1) (a) GDPR. Without your consent, the corresponding tags will not be loaded. Consent is given via the consent banner or the cookie settings.

D) Revocation

You have the usual options for revocation, which we describe in our cookie policy.

E) Storage period

The cookies set by LinkedIn usually have a lifetime of 6 months. Personal data is deleted as soon as it is no longer required for the purposes for which it was collected.

F) Recipients of the data

The recipients of the data are LinkedIn Ireland Unlimited Company and, if applicable, LinkedIn Inc. in the USA. The transfer of your data to the USA cannot be ruled out. LinkedIn is certified under the EU-U.S. Data Privacy Framework, which ensures an adequate level of data protection.

• Headquarters: LinkedIn Ireland Unlimited Company, Wilton Place, Dublin 2, Ireland

• Website: https://www.linkedin.com/

• Privacy policy: https://www.linkedin.com/legal/privacy-policy

A) Purpose of the processing

We use Meta Pixel (formerly Facebook Pixel) to analyse the effectiveness of our advertisements on Instagram and other Meta platforms. In doing so, we record whether users perform certain actions on our website after clicking on an advertisement (e.g. filling out a contact form). This helps us to improve the relevance of our ads and to target people with suitable interests (so-called ‘conversion tracking’ and ‘retargeting’).

B) Scope of the processing

When you visit our website and agree to the cookie banner, a so-called Meta Pixel is loaded. This allows Meta Platforms Ireland Limited to recognise whether a user has reached us via a Meta ad (e.g. on Instagram) and has performed certain actions. Among other things, the IP address, browser information, device data, pages visited and timestamps are recorded. The data collected is anonymous to us and does not allow us to draw any conclusions about the identity of individual users. However, Meta can link this data to an existing user account on its platforms (Facebook, Instagram) and use it for its own advertising purposes.

C) Legal basis

Processing is based on your consent in accordance with Art. 6(1)(a) GDPR. The Meta Pixel will not be set without your consent. Consent is given via the consent banner or the cookie settings.

D) Revocation

You can prevent the processing of your data by deactivating personalised advertising in your account settings on Meta. For more information on deactivation, please visit: https://www.facebook.com/adpreferences/ad_settings

In addition, you have the usual options for revocation, which we describe in our cookie policy.

E) Storage period

The cookies set by Meta Pixel usually have a lifetime of up to 180 days. Personal data is deleted as soon as it is no longer required for processing purposes.

F) Recipients of the data

The recipient of the data is Meta Platforms Ireland Limited. Data transfer to Meta Platforms, Inc. in the USA cannot be ruled out. Meta is certified under the EU-U.S. Data Privacy Framework, which ensures an adequate level of data protection.

• Headquarters: Meta Platforms Ireland Limited, 4 Grand Canal Square, Grand Canal Harbour, Dublin 2, Ireland; Meta Platforms, Inc., 1601 Willow Road, Menlo Park, CA 94025, USA

• Website: https://www.instagram.com/

• Privacy policy: https://privacycenter.instagram.com/policy/