What are web analytics tools?

ONLINE-SHOPS Web analysis tools are indispensable aids for online stores. But what about legal certainty? What needs to be considered? What is a ruling on Google Analytics all about? Trusted Shops provides answers.Web analysis tools (often also called tracking tools) can be used to determine where individual users come from, how long users stay on certain pages, which clicks users make and overall how users move around a page. The information obtained can be used to create an objective database for improving websites and stores. The e-commerce expert Trusted Shops gives tips on how to achieve this.Web analytics vs. data protectionThe basic problem with web analysis tools is that there is a tension between the goal of learning as much as possible about the user and the legal limits of profiling and data transfer.User profiles and data consolidationThe possibility of combining the data obtained with the help of a web analysis tool with other user data in order to obtain particularly precise user profiles is particularly attractive. However, there are strict legal limits here. The merging of user data is only possible with the customer's consent.Data transfer, anonymization and pseudonymizationJust like the merging of user data, the transfer of personal data to the web analysis tool provider without consent is also prohibited. However, consent is not required if the personal data is not passed on in the legal sense. This is possible either by collecting the data completely anonymously or by concluding a commissioned data processing agreement with the web analysis tool provider. In the case of commissioned data processing, there is no data transfer in the legal sense, which means that there is nothing special to consider in the case of anonymous data collection. In the case of pseudonymous data collection, commissioned data processing must be agreed in order to avoid data transfer in the legal sense. The customer's consent must always be obtained for personal user profiles, and most web analysis tools collect data pseudonymously. In these cases, the creation of user profiles is permitted if the user has not objected and the user is informed of their right to object in the privacy policy.caution: Although the IP address is anonymized with IP address truncation, for example with Google Analytics, pseudonymous profiles are still created with Google Analytics.Google AnalyticsGoogle Analytics is by far the most frequently used web analysis tool. Google Analytics can be used in a legally compliant manner under the following conditions:1. anonymize IPThe user's IP address may only be transmitted anonymously. This is possible with the code extension "Anonymize IP".2. order data processingAn order data processing contract must be concluded with Google.3. possibility of objectionIn the privacy policy, information must be provided about the possibility of objecting to the use of the tool.4. delete old Google Analytics accountsOld Google Analytics accounts and thus all stored user profiles that were collected without fulfilling the above requirements must be deleted, as the collection is not permitted without fulfilling these requirements.TipsWhen using a web analysis tool, the following points must be observed:- Merging the analysis data with other customer data is not permitted without the customer's consent.- Forwarding customer data to third parties is not permitted without the user's consent, which is why online retailers require a contract data processing agreement, especially when using Google Analytics.- The customer must have the option to object to profiling.- The privacy policy must provide information about profiling and the option to object.