https://policies.google.com/privacy
https://safety.google/intl/de/principles/
https://business.safety.google/adsprocessorterms/
Here you can find out exactly where Google data centres are located: https://www.google.com/about/datacenters/locations/

On our website, we use the functions of the web analysis service Google Analytics to analyse usage behaviour and optimise our website. The reports provided by Google are used to analyse the performance of our website and to measure the success of possible campaigns via our website.

Google Analytics uses cookies that enable an analysis of the use of our website.

Information about the use of the website, such as browser type/version, operating system used, the previously visited page, host name of the accessing computer (IP address), and time of the server request, is usually transmitted to a Google server and stored there. We have concluded a contract with Google for this purpose.

On our behalf, Google will use this information to evaluate the use of our website, to compile reports on the activities within our website and to provide us with further services related to the use of our website and the Internet. According to Google, the IP address transmitted by your browser will not be merged with other Google data.

We only use Google Analytics with IP anonymisation enabled by default. This means that the IP address of a user within member states of the European Union or in other signatory states to the Agreement on the European Economic Area is truncated by Google. Only in exceptional cases is the full IP address transmitted to a Google server in the USA and truncated there. According to Google, the IP address transmitted by a user's browser as part of Google Analytics is not linked to other data held by Google.

During the website visit, user behaviour is recorded in the form of so-called events. These can represent the following:

Page views, user click paths
First-time visits to our website
Websites visited
Start of a session
Interaction with our website
User behaviour (e.g. clicks, scrolls, dwell time, bounce rates)
File downloads
Advertisements viewed/clicked
Interaction with videos
Internal search queries

The following is also recorded:

Approximate location (region)
Date and time of visit
IP address (in abbreviated form)
Technical information about the browser or end devices used (e.g. language settings, screen resolution)
Internet service provider
Referrer URL (via which website/advertising medium a user came to our website)

This data is primarily processed by Google for its own purposes, such as profiling (without our influence).

Data relating to the use of our website is deleted immediately after the end of the retention period set by us. Google Analytics gives us a default retention period of 2 months for user and event data, with a maximum retention period of 14 months. This retention period also applies to conversion data. The following options are available for all other event data: 2 months, 14 months, 26 months (Google Analytics 360 only), 38 months (Google Analytics 360 only), 50 months (Google Analytics 360 only). We select the shortest storage period that corresponds to our intended use. You can enquire about the current retention period we have set at any time.

Data whose retention period has expired is automatically deleted once a month.

https://policies.google.com/privacy
https://safety.google/intl/de/principles/
https://business.safety.google/adsprocessorterms/
Here you can find out exactly where Google data centres are located: https://www.google.com/about/datacenters/locations/

This website uses Google Ads to promote our products and services. Google Ads is Google's proprietary online advertising system.

It is important for us to know whether an interested visitor ultimately becomes our customer. Conversion tracking is used to measure this. We also want to be able to target visitors to our website again. We achieve this through remarketing (retargeting).

Google Ads is used for both conversion tracking and remarketing, i.e. we can see what happened after you clicked on one of our ads. For this service to work, cookies are used and visitors are sometimes added to remarketing lists to be targeted with specific advertising campaigns.

This is done using a pseudonymous identification number (pID), which is assigned to and received by the user's browser. This pID enables the service to recognise which advertisements have already been displayed to a user and which have been clicked on. The data is used to display advertisements across websites by enabling the user to allow Google to identify the pages they have visited.

Our goal is to use Google Ads to ensure that our website's offerings are targeted at visitors who are genuinely interested in what we have to offer. The data from conversion tracking allows us to measure the effectiveness of individual advertising measures and optimise our website for our visitors. Conversion can be measured through the use of cookies.

With the remarketing service/tag, you may see advertisements from us on other websites after visiting our website. This is done using cookies stored in your browser, which Google uses to record and evaluate your usage behaviour when visiting various websites. This allows Google to detect your previous visit to our website. According to Google, the data collected as part of remarketing is not merged with your personal data, which may be stored by Google. In particular, according to Google, pseudonymisation is used in remarketing.

The information generated is transferred by Google to a server in the USA for evaluation and stored there. Google only transfers the data to third parties on the basis of legal regulations or within the framework of order data processing. Under no circumstances will Google link a user's data with other data collected by Google.

https://de-de.facebook.com/privacy/policy
https://de-de.facebook.com/business/help
https://www.facebook.com/legal/terms/customaudience

Our website uses the Meta Pixel service from the social network Facebook for the analysis, optimisation and economic operation of our online offering.

Meta Pixel enables Meta to identify visitors to our website as a target group for the display of personalised advertisements. Accordingly, we use Meta Pixel to display the advertisements we place only to those users (retargeting/remarketing) who have also shown an interest in our online offering or who have certain characteristics (e.g. interests in certain topics or products, which are determined based on the websites visited) that we transmit to Meta (so-called ‘custom audiences’). With the help of Meta pixels, we also want to ensure that our Meta ads correspond to the potential interests of users and do not appear intrusive.

Furthermore, with the help of Meta pixels, we can track the effectiveness of Meta advertisements for statistical and market research purposes by seeing whether users were redirected to our website after clicking on a Meta advertisement (so-called ‘conversion’).

Your actions are stored in one or more cookies. These cookies enable Meta to match your user data (such as IP address, user ID) with the data in your Facebook account, or they can also be used by Meta for its own advertising purposes. This Facebook conversion tracking also allows Facebook and its partners to show you advertisements both on and off Facebook.

The data collected is anonymous and cannot be viewed by us and is only used for advertising purposes. You can prevent the link to your Facebook account by logging out before taking any action.

To set which types of advertisements are displayed to you within Facebook, you can visit the page set up by Meta and follow the instructions on the settings for usage-based advertising: https://www.facebook.com/settings?tab=ads

The settings are platform-independent, i.e. they are applied to all devices, such as desktop computers or mobile devices.

Facebook Conversions API (CAPI)

In addition to Meta Pixel, we use Meta Conversions API (CAPI), a server-side tracking tool from Meta.
CAPI enables us to transmit event data (e.g. completed purchases, form submissions, registrations) directly from our server to Meta. This is done independently of cookies and browsers and improves the reliability of tracking, especially when users have disabled cookies or use tracking blockers.

The aim of CAPI is also to optimise our advertising campaigns, measure success more accurately (conversion tracking) and create target groups (custom audiences).

The Elfer at a glance