Google Analytics compiles detailed statistics about user behavior on the website in order to obtain analytical information. This requires processing a user's IP address and metadata that can determine a user's country, city and language.
Cookies or cookie-like technologies may be stored and read. These may contain personal data and technical data such as the user ID, which may provide the following additional information:...
Time information about when and how long a user was or is on the various pages of the website
Device category (desktop, mobile and tablet), platform (web, iOS app or Android app), browser and screen resolution that a user used
where a user came from (e.g., originating website, search engine including the searched term, social media platform, newsletter, organic video, paid search or campaign)
whether a user belongs to a target group or not
what a user did on the website and what events were triggered by the user's actions (e.g. page views, user engagement, scrolling behavior, clicks, added payment information, and custom events such as e-commerce tracking)
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