Data protection for online tracking
What is tracking?
Tracking comes from the English language and means “to follow”. Tracking is the collection and evaluation of data about the user behaviour of the users. The goals of tracking are:
The adaptation of offers to the target group
Minimize bounce rate by following the click path
Find out which browsers etc. are used
Find out the advantages of products
The site operator inserts a tracking code on all pages to be evaluated. Afterwards a tracking tool starts to record and evaluate the user data. Afterwards the website operator can view the data. Because the user behaviour is recorded, the data protection regulations must be observed so that the data cannot be misused.
User tracking
There are numerous requirements of the Federal Data Protection Act for handling personal data. The regulations can be found in the fourth section of the Telemedia Act.
Personal data includes
- Name
- Address
- email address
- Phone number
- Birthday
- Account details
- Location data
- IP addresses
- Cookies
Through targeted tracking, user profiles can be created, allowing the advertising to be personalised.
Website operators must therefore take measures to ensure data protection. Anonymised or pseudonymised user profiles must therefore be created.
In order to create a personalised user profile, website users must agree to it. They must voluntarily and consciously agree to the collection of their data, and the user must also be clear about the purpose of the data collection. This consent must be recorded and must be available for inspection at any time. Furthermore, it must be revocable at any time.
Further optimizations
The privacy policy of the website must be adapted and inform the users about the tracking.
There must be the possibility to object to the tracking, which can be done by using an opt-out procedure. With one click the user can turn off the web tracking for himself and no data is collected that the user has not agreed to.
With the opt-in option, the user must first agree and allow the data collection before the data is collected.
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Vollcom Digital GmbH
Thierschstraße 34, 80538 München
info@vollcom-digital.de
