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wp-block-group-is-layout-constrained"> <p class="has-text-align-left pp-action-link"><a href="/blog/">Zurück zum Blog</a></p> </div> </div> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-1 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"><h1 class="wp-block-post-title">Wie wirken sich Google Enhanced Conversions und Facebook Advanced Matching auf Ihre Analysen aus?</h1> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-19 wp-block-group-is-layout-constrained"><div class="taxonomy-category wp-block-post-terms"><a href="https://piwikpro.de/blog/category/conversion-optimierung/" rel="tag">Conversion Optimierung</a><span class="wp-block-post-terms__separator">, </span><a href="https://piwikpro.de/blog/category/data-management/" rel="tag">Data Management</a><span class="wp-block-post-terms__separator">, </span><a 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srcset="https://piwikpro.de/wp-content/uploads/sites/2/2024/11/Enhanced-Conversions-and-Advanced-Matching-violet-blog.avif 620w, https://piwikpro.de/wp-content/uploads/sites/2/2024/11/Enhanced-Conversions-and-Advanced-Matching-violet-blog-300x194.avif 300w" sizes="(max-width: 620px) 100vw, 620px" /></figure></div> </div> </div> <div class="wp-block-group is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-3 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:66.66%"> <div id="single-post_content" class="wp-block-group single-post_content is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group scrollable-social-share-widget is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group scrollable-social-share-widget__socials-wrapper is-layout-constrained wp-container-core-group-is-layout-21 wp-block-group-is-layout-constrained wp-container-2 is-position-sticky" style="padding-top:var(--wp--preset--spacing--8)"> <a class="pp-link" href="http://www.facebook.com/share.php?u=https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/&title=Wie+wirken+sich+Google+Enhanced+Conversions+und+Facebook+Advanced+Matching+auf+Ihre+Analysen+aus%3F" target="_blank" rel="noreferrer noopener"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/s_facebook.svg" alt="" style="object-fit:cover"/></figure> </div> </a> <a class="pp-link" href="http://twitter.com/intent/tweet?text=Wie+wirken+sich+Google+Enhanced+Conversions+und+Facebook+Advanced+Matching+auf+Ihre+Analysen+aus%3F:%20https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/" target="_blank" rel="noreferrer noopener"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/s_x_circle.svg" alt=""/></figure> </div> </a> <a class="pp-link" href="http://www.linkedin.com/shareArticle?mini=true&url=https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/&title=Wie+wirken+sich+Google+Enhanced+Conversions+und+Facebook+Advanced+Matching+auf+Ihre+Analysen+aus%3F&source=" target="_blank" rel="noreferrer noopener"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image"><img src="/wp-content/plugins/pp-block-icon/build/images/blue/s_linkedin.svg" alt=""/></figure> </div> </a> </div> </div> <div class="entry-content wp-block-post-content is-layout-flow wp-block-post-content-is-layout-flow"> <div class="wp-block-group blogpost-protip-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-26 wp-block-group-is-layout-constrained" style="border-top-color:var(--wp--preset--color--black);border-top-width:2px;border-bottom-color:var(--wp--preset--color--black);border-bottom-width:2px"> <div class="wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-24 wp-block-group-is-layout-flex"> <div class="wp-block-group has-white-color has-black-background-color has-text-color has-background has-small-font-size is-layout-constrained wp-container-core-group-is-layout-23 wp-block-group-is-layout-constrained" style="padding-top:4px;padding-right:12px;padding-bottom:4px;padding-left:12px"> <p class="has-small-font-size" style="letter-spacing:0.25rem;text-transform:uppercase"><strong>Zusammenfassung</strong></p> </div> </div> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-25 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <ul class="wp-block-list"> <li>Werbetreibende und Marketer, die das Vertrauen der Nutzer stärken wollen, setzen auf neue Methoden, um Anzeigen über Websites und Geräte hinweg zu tracken und gezielt zu schalten.</li> <li>Google und Meta haben Enhanced Conversions und Advanced Matching eingeführt. Diese Technologien verbessern das Anzeigen-Targeting und Conversion-Tracking mithilfe gehashter First-Party-Daten.</li> <li>Beide Methoden werfen Datenschutzbedenken auf. Erstens ermöglichen sie eine Re-Identifizierung der Nutzer. Zweitens erteilen die Nutzer keine ausdrückliche Einwilligung. Drittens können Google und Meta die Daten weiterhin für eigene Zwecke verwenden.</li> <li>Unternehmen sollten DSGVO-konforme Optionen in Betracht ziehen, wie kontextbezogenes Targeting für Anzeigen oder Analysen mit Anbietern wie Piwik PRO.</li> </ul> </div> </div> <p>Datenschutzgesetze wie die DSGVO und das TDDDG haben die Art und Weise erheblich verändert, wie Unternehmen Nutzerinteraktionen online verfolgen und messen. Außerdem schränken die zunehmende Verbreitung von Adblockern und Browser-Tracking-Beschränkungen den Einsatz von Third Party Cookies im Internet ein.<br><br>Nutzer blockieren und löschen Cookies, weil sie kein Vertrauen in die AdTech-Branche haben. Sie sind unsicher, was mit ihren Daten geschieht. Andererseits tragen transparente Datenerhebung und Respekt vor den Entscheidungen der Nutzer dazu bei, Vertrauen aufzubauen. Deswegen wenden sich Werbetreibende und Marketer neuen Methoden und Technologien zu, um Werbung auf Websites und Geräten zu tracken und gezielt an die Nutzer zu richten.<br><br>Die Tech-Giganten haben in dieser Hinsicht ihre eigenen Methoden entwickelt. Google hat Enhanced Conversions eingeführt, Meta – Advanced Matching. Sie zielen darauf ab, das Conversion-Tracking durch die Nutzung von First-Party-Daten zu verbessern. Dies hat ihnen den Spitznamen „<a href="https://brianclifton.com/blog/2024/02/26/3p-cookies-v-benign-data-v-cookies-on-steroids/" target="_blank" rel="noreferrer noopener">Cookies auf Steroiden</a>“ eingebracht. Jüngste Hinweise der <a href="https://www.ftc.gov/" target="_blank" rel="noreferrer noopener">Federal Trade Commission</a> (FTC) legen jedoch nahe, dass diese Lösungen nicht so datenschutzkonform sind wie angepriesen. Ihr Einsatz birgt erhebliche Risiken für den Datenschutz. Einmal gesammelt, entziehen sich die Daten der Kontrolle des Nutzers. Das gibt Google und Meta reichlich Spielraum, sie zu ihrem Vorteil zu nutzen.<br><br>Werfen wir also einen genaueren Blick auf die Initiativen von Google und Meta. Sehen wir uns an, wie sie funktionieren und inwieweit sie den Datenschutz einhalten. Wir werden auch andere Optionen erörtern, um die Datenschutz-Compliance mit einer effektiven Datennutzung zu verbinden.</p> <nav><h2 id="inhaltsverzeichnis">Inhaltsverzeichnis<a href="#inhaltsverzeichnis" class="heading-anchor"></a></h2><ol><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#was-sind-enhanced-conversions-von-google">Was sind Enhanced Conversions von Google?</a></li><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#was-ist-facebook-advanced-matching">Was ist Facebook Advanced Matching?</a></li><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#vorteile-von-enhanced-conversions-und-advanced-matching">Vorteile von Enhanced Conversions und Advanced Matching</a><ol><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#genaueres-conversion-tracking">Genaueres Conversion-Tracking</a></li><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#verbesserter-roi">Verbesserter ROI</a></li><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#sicherheit-der-daten">Sicherheit der Daten</a></li></ol><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#bedenken-hinsichtlich-des-datenschutzes">Bedenken hinsichtlich des Datenschutzes</a><ol><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#moegliche-re-identifizierung">Mögliche Re-Identifizierung</a></li><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#dsgvo-compliance">DSGVO-Compliance</a></li><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#einwilligungspflicht">Einwilligungspflicht</a></li><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#huerden-bei-der-umsetzung">Hürden bei der Umsetzung</a></li></ol><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#salz-in-die-wunde-streuen">Salz in die Wunde streuen</a></li><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#wie-hashing-in-piwik-pro-funktioniert">Wie Hashing in Piwik PRO funktioniert</a></li><li><a href="https://piwikpro.de/blog/google-enhanced-conversions-facebook-advanced-matching/#fazit">Fazit</a></li></ol></nav> <div class="wp-block-group blogpost-also-like-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-27 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>Bevor wir fortfahren, wollen wir einige der für diesen Artikel relevanten Sicherheitskonzepte erläutern:</p> <ul class="wp-block-list"> <li><strong>Hashing</strong> ist ein Vorgang, bei dem Daten in eine zufällige Zeichenfolge umgewandelt werden. Dieser Datensatz kann nicht ohne den Einsatz umfangreicher Ressourcen in ihre ursprüngliche Form zurückverwandelt werden.</li> <li><strong>Salting </strong>bezeichnet das Hinzufügen einer zufälligen Zeichenfolge zu einem Datenelement vor dem Hashing. Dies garantiert zusätzlichen Schutz und eine eindeutige Ausgabe.</li> <li><strong>Die Time-to-live (TTL) </strong>zählt die Zeit, bis Daten unbrauchbar werden und aufgefrischt oder ersetzt werden müssen.</li> </ul> </div> <h2 class="wp-block-heading" id="was-sind-enhanced-conversions-von-google">Was sind Enhanced Conversions von Google?<a href="#was-sind-enhanced-conversions-von-google" class="heading-anchor"></a></h2> <p><a href="https://support.google.com/google-ads/answer/9888656?hl=de&sjid=2489967957395560982-EU" target="_blank" rel="noreferrer noopener">Die erweiterten Conversions von Google</a> verwenden gehashte Daten von Ihrer Website, um die Genauigkeit der Conversion-Messung zu verbessern. Enhanced Conversions sind Teil der Google Privacy Sandbox-Initiative. Google versucht damit, Hilfemaßnahmen für Werbung zu entwickeln, ohne sich auf Third Party Cookies zu verlassen.</p> <p>Mit Enhanced Conversions <strong>erfasst Google die Daten, die Interessenten auf Ihrer Website eingeben, wenn sie ein Formular ausfüllen oder einen Kauf tätigen</strong>. <strong>Beispiele für diese Daten sind Namen, Telefonnummern und E-Mail-Adressen der Besucher.</strong> Die Daten werden mit einem Hashing-Algorithmus namens SHA-256 pseudo-anonymisiert. Hashing wandelt die identifizierenden Informationen in eine Zeichenkette um.</p> <p>Sobald Google die gehashten Daten erhält, gleicht es sie mit angemeldeten Google-Konten ab. Anschließend verknüpft Google Kampagnenkonversionen mit Ereignissen wie Klicks oder Aufrufe von Anzeigen. Die Plattform ordnet dann Konversionen geräte- und plattformübergreifend zu, sodass Werbetreibende Retargeting-Zielgruppen aufbauen können.</p> <div class="wp-block-group blogpost-also-like-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-28 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>Beachten Sie, dass die hier erwähnten gehashten First-Party-Daten nicht der <a href="https://piwikpro.de/glossar/first-party-daten/" target="_blank" rel="noreferrer noopener">Standarddefinition</a> entsprechen. Es handelt sich vielmehr um ein von Google entwickeltes Konzept. Google sammelt die gehashten First-Party-Daten über gtag und gibt den Werbetreibenden keinen direkten Zugriff darauf.</p> </div> <h2 class="wp-block-heading" id="was-ist-facebook-advanced-matching">Was ist Facebook Advanced Matching?<a href="#was-ist-facebook-advanced-matching" class="heading-anchor"></a></h2> <p>Wie Google nutzt auch Facebook beim <a href="https://www.facebook.com/business/help/611774685654668?id=1205376682832142" target="_blank" rel="noreferrer noopener">Advanced Matching</a> Daten von Ihrer Website oder App, um das Conversion-Tracking zu verbessern.</p> <p>Diese Funktion (auf Deutsch: Erweiterter Abgleich für das Web) ist Teil der Conversions API (CAPI). Die CAPI ist Metas Antwort auf Datenschutz-Updates wie Apples iOS 14 Änderungen und das <a href="https://piwikpro.de/glossar/app-tracking-transparency-att/" target="_blank" rel="noreferrer noopener">App-Tracking-Transparency-Framework</a>. Die Conversions API ermöglicht es Werbetreibenden, Daten direkt von ihren Servern an Meta zu senden und dabei die Datenschutzfunktionen des Browsers zu umgehen.</p> <p>Mit Advanced Matching sammeln Websites, die das Meta Pixel verwenden, automatisch Daten von Besuchern und gleichen sie mit Nutzern auf ihren Plattformen ab. Wenn Sie ein Formular auf Ihrer Website verwenden, sammelt die Technologie Formulardaten wie E-Mail-Adressen und Telefonnummern, verschlüsselt sie und überträgt sie dann an Facebook oder Instagram.</p> <h2 class="wp-block-heading" id="vorteile-von-enhanced-conversions-und-advanced-matching">Vorteile von Enhanced Conversions und Advanced Matching<a href="#vorteile-von-enhanced-conversions-und-advanced-matching" class="heading-anchor"></a></h2> <p>Hier sind die Vorteile, die beide Technologien für Unternehmen bringen:</p> <h3 class="wp-block-heading" id="genaueres-conversion-tracking">Genaueres Conversion-Tracking<a href="#genaueres-conversion-tracking" class="heading-anchor"></a></h3> <p>Durch die Nutzung von First-Party-Daten bieten diese Technologien eine präzisere Conversion-Attribution, auch über Geräte und Plattformen hinweg. Dies führt zu fundierten Entscheidungen im Marketing und optimierten Werbeausgaben.</p> <h3 class="wp-block-heading" id="verbesserter-roi">Verbesserter ROI<a href="#verbesserter-roi" class="heading-anchor"></a></h3> <p>Durch ein genaueres Conversion-Tracking können Unternehmen die Rendite ihrer Werbeinvestitionen besser messen. Dies ermöglicht eine fundierte Budgetvergabe und optimierte Performance der Kampagnen.</p> <h3 class="wp-block-heading" id="sicherheit-der-daten">Sicherheit der Daten<a href="#sicherheit-der-daten" class="heading-anchor"></a></h3> <p>Sowohl Google als auch Facebook betonen die datenschutzsichere Natur ihrer Lösungen. Enhanced Conversions und Advanced Matching verwenden sichere Hashing-Techniken wie SHA-256, um:</p> <ul class="wp-block-list"> <li><a href="https://piwikpro.de/glossar/personenbezogene-daten/" target="_blank" rel="noreferrer noopener">Personenbezogene Daten</a> vor der Übertragung zu anonymisieren</li> <li>Die Daten zu schützen </li> <li>Ein detailliertes Conversion-Tracking zu ermöglichen</li> </ul> <h2 class="wp-block-heading" id="bedenken-hinsichtlich-des-datenschutzes">Bedenken hinsichtlich des Datenschutzes<a href="#bedenken-hinsichtlich-des-datenschutzes" class="heading-anchor"></a></h2> <p>Trotz aller Versprechen von Google und Meta gibt es ernsthafte Bedenken hinsichtlich der ethischen Aspekte des Scrapings und der Nutzung personenbezogener Daten für das Conversion-Tracking.</p> <p>Viele argumentieren, dass dieser Ansatz zwar das Ad-Targeting und das Conversion-Tracking verbessern kann, aber die Privatsphäre der Nutzer gefährdet. Das Gleichgewicht zwischen effektivem Marketing und dem Datenschutz ist ein kritischer Punkt. Er muss angegangen werden, um das Vertrauen der Nutzer zu erhalten und die Datenschutzvorschriften einzuhalten.</p> <p>Hier sind einige weitere Kritikpunkte zum Datenschutz:</p> <h3 class="wp-block-heading" id="moegliche-re-identifizierung">Mögliche Re-Identifizierung<a href="#moegliche-re-identifizierung" class="heading-anchor"></a></h3> <p>Die Federal Trade Commission (FTC) betonte, dass<a href="https://www.ftc.gov/policy/advocacy-research/tech-at-ftc/2024/07/no-hashing-still-doesnt-make-your-data-anonymous" target="_blank" rel="noreferrer noopener"> Hashing die Anonymität der Nutzer nicht vollständig schützt</a> und ihre Identifizierung ermöglicht. Hashing wandelt Daten in eine einzigartige Zeichenfolge um, die sich mit ausreichendem Rechenaufwand und zusätzlichen Daten immer noch umkehren oder abgleichen lässt.</p> <p>Daher werden die Daten durch Hashing nicht vollständig anonymisiert, und die Unternehmen müssen bei ihren Datenschutzpraktiken wachsam bleiben. Dies untergräbt die Datenschutzgarantien, die Hashing bieten sollte, und gibt Anlass zu Bedenken, wie sicher Google und Meta die Nutzerdaten verarbeiten und speichern.</p> <h3 class="wp-block-heading" id="dsgvo-compliance">DSGVO-Compliance<a href="#dsgvo-compliance" class="heading-anchor"></a></h3> <p>Es bestehen auch Bedenken, ob Google Enhanced Conversions und Meta Advanced Matching <a href="https://piwikpro.de/glossar/dsgvo/" target="_blank" rel="noreferrer noopener">DSGVO-</a>konform sind. Die DSGVO schreibt vor, dass personenbezogene Daten rechtmäßig, nach Treu und Glaube und transparent verarbeitet werden. Unternehmen müssen die Datenminimierung sicherstellen. Sie erheben nur Daten, die für den beabsichtigten Zweck notwendig sind. Sie verwenden auch die Daten nur für die Zwecke, für die eine Einwilligung erteilt wurde.</p> <p>Datenschutzexperten argumentieren, dass die Praxis von Google und Meta, Formulardaten zu sammeln und für das Ad-Conversion-Tracking zu verwenden, möglicherweise nicht vollständig mit diesen Grundsätzen übereinstimmt. Dies ist vorwiegend der Fall, wenn die Nutzer nicht angemessen informiert werden oder das Tracking nicht einfach ablehnen können.</p> <h3 class="wp-block-heading" id="einwilligungspflicht">Einwilligungspflicht<a href="#einwilligungspflicht" class="heading-anchor"></a></h3> <p>Ferner beseitigt auch das Daten-Hashing nicht die Datenschutzrisiken, die mit der Erhebung und Verarbeitung personenbezogener Daten ohne ausdrückliche Einwilligung des Nutzers verbunden sind. Gemäß der DSGVO müssen Unternehmen die eindeutige und ausdrückliche Einwilligung der Nutzer einholen, bevor sie deren Daten erfassen. Die DSGVO erfordert auch, dass sie transparent darlegen, wie diese Daten verwendet werden. Unternehmen, die dem europäischen Datenschutzrecht unterliegen und diese Technologien einsetzen wollen, müssen daher sicherstellen, dass sie die Einwilligung der Nutzer einholen.</p> <h3 class="wp-block-heading" id="huerden-bei-der-umsetzung">Hürden bei der Umsetzung<a href="#huerden-bei-der-umsetzung" class="heading-anchor"></a></h3> <p>Neben Datenschutzbedenken können Enhanced Conversions und Advanced Matching auch Probleme bei der Implementierung mit sich bringen. Fortgeschrittene Konfigurationen erfordern technisches Know-how. Möglicherweise ist auch zusätzliches Fachwissen erforderlich, um Tags zu konfigurieren und Datenschutzeinstellungen zu verwalten. In der Praxis treffen die Entscheidungen oft diejenigen, die technische Kenntnisse über die Funktionsweise beider Plattformen haben, und nicht die Datenschutzteams, die den Konfigurationsprozess überwachen sollten.</p> <h2 class="wp-block-heading" id="salz-in-die-wunde-streuen">Salz in die Wunde streuen<a href="#salz-in-die-wunde-streuen" class="heading-anchor"></a></h2> <p>Ein „Salt“ (englisch für Salz) ist ein Zufallswert, der den Daten vor dem Hashing hinzugefügt wird. Dies bedeutet, dass selbst identische Eingaben unterschiedliche Hashes erzeugen. Das Hinzufügen eines Salt-Werts zum Hash könnte den Datenschutz verbessern, indem es die Neuidentifizierung von Nutzern erheblich erschwert. Der Ansatz mindert das Risiko, dass Angreifer vorberechnete Tabellen verwenden, um die Originaldaten zurückzuverfolgen. Er bietet somit einen stärkeren Schutz vor Re-Identifizierung.<br><br>Diese Maßnahme würde jedoch zu Umsatzeinbußen für Unternehmen wie Google und Meta führen. Salting würde ihre Fähigkeit beeinträchtigen, gehashte Daten über verschiedene Sitzungen und Geräte hinweg effektiv abzugleichen. Ohne konsistente Hashes ist es unmöglich, das Nutzerverhalten genau zu tracken und Conversions zuzuordnen. Die Plattformen wären nicht in der Lage, das Ad-Targeting zu optimieren und die Leistung von Kampagnen zu messen. Folglich würde die Präzision des Ad-Targetings abnehmen, was zu weniger effektiven Werbestrategien und geringeren Werbeeinnahmen für Google und Meta führen würde.</p> <h2 class="wp-block-heading" id="wie-hashing-in-piwik-pro-funktioniert">Wie Hashing in Piwik PRO funktioniert<a href="#wie-hashing-in-piwik-pro-funktioniert" class="heading-anchor"></a></h2> <p>Google und Facebook betreiben ein Anzeigengeschäft, während Piwik PRO Analytics bereitstellt. Daher können wir ihre Funktionen nicht direkt vergleichen. Wir sind jedoch immer noch in der Lage, ihre Ansätze zum Datenschutz abzuwägen.</p> <p>Google und Facebook speichern die gehashten E-Mails oder Telefonnummern. Piwik PRO hingegen verknüpft Ereignisse nur vorübergehend mit einer Besuchersitzung.</p> <p>Google und Facebook verwenden gehashte Daten, um Nutzer auf verschiedenen Plattformen wie Websites und mobilen Apps zu verfolgen und erneut zu identifizieren. Bei Piwik PRO wird die temporäre Verknüpfung für das Tracking von Daten vor der Einwilligung verwendet. So stellen wir sicher, dass die Nutzerdaten nicht über Sitzungen hinweg wiedererkannt werden können.</p> <p>Hier sehen Sie, wie Hashing in Piwik PRO funktioniert:</p> <ol class="wp-block-list"> <li><strong>Datenschutz:</strong> Wenn Nutzer eine Website besuchen, versieht die Plattform ihre personenbezogenen Daten mithilfe sicherer Techniken mit Hash- und Salt-Werten.</li> <li><strong>Aktive Sitzungserkennung: </strong>Piwik PRO unterhält einen<a href="https://help.piwik.pro/support/questions/what-are-sessions-and-how-are-they-counted/#session-hash" target="_blank" rel="noreferrer noopener"> Sitzungs-Hash</a>. Dieser Mechanismus verknüpft den Besucher und die Sitzung im Speicher für bis zu 30 Minuten nach der letzten Aktualisierung.</li> <li><strong>Keine Re-Identifizierung:</strong> Im Gegensatz zu Google und Facebook trennt Piwik PRO die Verbindung zwischen dem Besucher und seiner Sitzung. In der Regel geschieht es nach etwa 30 Minuten, was dem TTL-Wert vom Sitzungs-Hash entspricht. Dies bedeutet, dass der Sitzungs-Hash verworfen wird, sobald die Daten für den beabsichtigten Zweck – wie <a href="https://piwikpro.de/blog/anonymes-tracking-analytics-ohne-personenbezogene-daten/" target="_blank" rel="noreferrer noopener">anonymisierte Analysen</a> – verarbeitet wurden (z. B. wenn die Sitzung eines Besuchers beendet ist). Dieser Vorgang verhindert eine Re-Identifizierung des Nutzers.</li> <li><strong>Einwilligung des Nutzers:</strong> Bevor Piwik PRO Daten, die einen Nutzer über Sitzungen hinweg identifizieren könnten, sammelt oder verarbeitet, holt die Plattform die ausdrückliche Einwilligung des Nutzers ein. Dies steht im Einklang mit der DSGVO und anderen Datenschutzgesetzen, die der Kontrolle der Nutzer über ihre persönlichen Daten Vorrang einräumen.</li> </ol> <p>Diese Methodik stellt sicher, dass Piwik PRO beim Einsatz von Hashing den bewährten Datenschutzpraktiken entspricht. Die Plattform bietet eine robuste Lösung für Unternehmen, die das User-Tracking mit dem Datenschutz in Einklang bringen wollen.</p> <div class="wp-block-group is-style-default has-red-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-31 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p class="has-label-red-color has-text-color has-link-color has-small-font-size wp-elements-30c27a4448d71ecbc22ebd2532e29f87" style="font-style:normal;font-weight:700;letter-spacing:6px;text-transform:uppercase">Expertenmeinung</p> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-29 wp-block-group-is-layout-constrained"> <p class="has-large-font-size" style="line-height:1.2"><strong>Brian Clifton</strong></p> <p style="line-height:1.2"><strong>Experte für Digital Analytics und Datenschutz</strong></p> <p></p> <p><em>Ein Unternehmen floriert, indem es Menschen dazu ermutigt, zu kaufen, sich anzumelden und Kontakt aufzunehmen. Ein großer Teil dieses Prozesses besteht darin, den Menschen viele Gründe zu geben, Ihnen zu vertrauen. Ein Remarketing-Ansatz, der auf einer „Überwachungs-Ökonomie“ basiert, untergräbt dieses Vertrauen. Eine Alternative ist das kontextbezogene Remarketing, das es schon seit Jahrzehnten gibt und das ohne Profilierung Ihrer Kunden funktioniert. Unabhängig davon, ob Sie Remarketing einsetzen oder nicht, würde ich behaupten, dass der Gewinn, der sich aus dem Aufbau eines langfristigen Vertrauens zu Ihren Kunden und Interessenten ergibt, die kurzfristigen Vorteile von Remarketing durch verdecktes Vorgehen bei weitem übertrifft.</em></p> </div> <div class="wp-block-group is-nowrap is-layout-flex wp-container-core-group-is-layout-30 wp-block-group-is-layout-flex" style="padding-top:var(--wp--preset--spacing--8)"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image is-resized"><a href="https://www.linkedin.com/in/brianclifton/" target="_blank" rel="noreferrer noopener nofollow"><img decoding="async" src="/wp-content/plugins/pp-block-icon/build/images/black/s_linkedin.svg" alt="" style="width:26px"/></a></figure> </div> </div> </div> <h2 class="wp-block-heading" id="fazit">Fazit<a href="#fazit" class="heading-anchor"></a></h2> <p>Google und Meta drängen die Werbetreibenden, Enhanced Conversions und Advanced Matching zu übernehmen. Andernfalls würden sie riesige Datenmengen verlieren, die sie derzeit für ihre eigenen Zwecke nutzen, um Personen für Werbung anzusprechen.</p> <p>Vergessen wir nicht, dass eine ausdrückliche und informierte Einwilligung es ermöglicht, die Nutzer durch den Zugriff auf ihre gehashten First-Party-Daten zu tracken und diese an Google oder Meta zu senden. Jedes Unternehmen sollte jedoch individuell prüfen, ob es die Vorschriften einhält und ob es eine gültige Einwilligung für solche Datenverarbeitungszwecke hat.</p> <p>Das Ersetzen von Third Party Cookies durch gehashte First Party Daten, wie im Fall von Enhanced Conversions und Advanced Matching, wirft Datenschutzbedenken auf. Unternehmen sollten sich der negativen Auswirkungen der Technologien von Google und Meta auf den Datenschutz bewusst sein. Es ist besser, datenschutzfreundlichere Optionen in Betracht zu ziehen, als zu riskieren, das Vertrauen der Kunden zu verlieren.</p> <p>Ohne gehashte First Party Daten wird es für Unternehmen schwieriger sein, personalisierte Werbung zu schalten. Sie werden nur begrenzt in der Lage sein, Nutzersitzungen miteinander zu verknüpfen. Dies führt zu weniger personalisierter Werbung, obwohl es Alternativen zu kontextbezogener Werbung gibt. Ironischerweise war Google schon früh führend bei kontextbezogener Werbung, bis es seinen Ansatz änderte.<br><br>Unternehmen können jedoch weiterhin wichtige Daten mit Plattformen wie der Piwik PRO Analytics Suite sammeln. Sie können es erfolgreich nutzen, um ihre Website oder App zu optimieren, die User Experience zu verbessern und Marketingkampagnen oder Content-Initiativen zu unterstützen. Sie sind auch in der Lage, Werbekampagnen über Google oder Facebook durchzuführen oder andere Formen der Werbung zu nutzen, wie<a href="https://piwikpro.de/blog/contextual-targeting-als-datenschutzfreundliche-alternative/" target="_blank" rel="noreferrer noopener"> kontextbezogenes Targeting</a>.</p> <div class="wp-block-group has-border-color has-black-border-color is-content-justification-left is-nowrap is-layout-flex wp-container-core-group-is-layout-34 wp-block-group-is-layout-flex" style="border-width:1px"> <div class="wp-block-group has-black-background-color has-background is-content-justification-center is-nowrap is-layout-flex wp-container-core-group-is-layout-32 wp-block-group-is-layout-flex" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--8);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--8)"> <div class="wp-block-piwikpro-icon"> <figure class="wp-block-image is-resized"><img decoding="async" src="https://piwik.pro/wp-content/plugins/pp-block-icon/build/images/white/info.circle.svg" alt="" style="object-fit:cover;width:42px;height:42px"/></figure> </div> </div> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-33 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <p class="h4"><strong>Erfahren Sie mehr über die Integration von Piwik PRO mit Google Ads:</strong></p> <ul class="wp-block-list"> <li><a href="https://piwikpro.de/blog/google-ads-kampagnen-optimierung/">Wie Sie Google Ads Kampagnen mit Piwik PRO Analytics Suite optimieren</a></li> <li><a href="https://www.youtube.com/watch?v=uhRvT2wmBoo">[Video] Sending ad conversions from Piwik PRO CDP to Google Ads</a></li> <li><a href="https://www.youtube.com/watch?v=-uxBnc3cQwM">[Video] Sending CDP Audience to Customer list in Google Ads</a></li> </ul> </div> </div> <p>Kontaktieren Sie uns und beginnen Sie mit der effektiven Erfassung und Analyse von Nutzerdaten, ohne den Datenschutz zu beeinträchtigen.</p> <div class="wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-3 wp-block-buttons-is-layout-flex"> <div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://piwikpro.de/kontakt/">Kontakt</a></div> </div> <div class="wp-block-group blogpost-also-like-box has-grey-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-35 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--32);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--32)"> <p>Lesen Sie mehr:</p> <ul class="wp-block-list"> <li><a href="https://piwikpro.de/blog/ende-third-party-cookies/">Ende der Third Party Cookies – die besten Tipps, um in der Cookieless Future zurechtzukommen</a></li> <li><a href="https://piwikpro.de/blog/anonymes-tracking-analytics-ohne-personenbezogene-daten/">Tracking ohne Einwilligung: Analytics ohne personenbezogene Daten</a></li> </ul> </div> </div></div> <div id="post_footer" class="wp-block-group post_footer is-layout-constrained wp-block-group-is-layout-constrained"> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-39 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <div class="wp-block-group is-layout-flex wp-container-core-group-is-layout-38 wp-block-group-is-layout-flex"> <figure class="wp-block-image size-full is-resized is-style-rounded"><img width="512" height="512" src="/wp-content/uploads/sites/2/2024/07/author-beata-moryl_.jpeg" alt="" class="wp-image-55593" style="object-fit:cover;width:48px;height:48px" srcset="https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-beata-moryl_.jpeg 512w, https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-beata-moryl_-300x300.jpeg 300w, https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-beata-moryl_-150x150.jpeg 150w" sizes="(max-width: 512px) 100vw, 512px" /></figure> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-37 wp-block-group-is-layout-constrained"> <h3 class="wp-block-heading" id="beata-moryl">Beata Moryl</h3> <p class="has-small-font-size">Translator and Content Marketer</p> </div> </div> <p class="has-small-font-size">Beata Moryl ist ein Profi mit 20 Jahren freiberuflicher Erfahrung im Übersetzen und Verfassen von Inhalten. Sie verfügt außerdem über einen soliden betriebswirtschaftlichen Hintergrund und Erfahrung als Managerin in den Bereichen Kundenservice, Produktmanagement und Geschäftsentwicklung. Beata übersetzte fast 20 wirtschaftsbezogene Bücher (zu den Themen Marketing, Soft Skills, Coaching, HR und Kundenservice) für etablierte Verlage wie den Verlag C.H. Beck. Bei Piwik PRO spezialisiert sie sich auf die rechtlichen Aspekte der Webanalyse, den Datenschutz und die Optimierung von Geschäftsergebnissen mithilfe moderner IT-Tools. <a href="https://www.linkedin.com/in/beata-moryl-translator/" target="_blank" rel="noreferrer noopener">LinkedIn Profil</a></p> </div> <div class="wp-block-group has-blue-10-background-color has-background is-layout-constrained wp-container-core-group-is-layout-42 wp-block-group-is-layout-constrained" style="padding-top:var(--wp--preset--spacing--16);padding-right:var(--wp--preset--spacing--16);padding-bottom:var(--wp--preset--spacing--16);padding-left:var(--wp--preset--spacing--16)"> <div class="wp-block-group is-layout-flex wp-container-core-group-is-layout-41 wp-block-group-is-layout-flex"> <figure class="wp-block-image size-full is-resized is-style-rounded"><img width="687" height="687" src="/wp-content/uploads/sites/2/2024/07/author-malgorzata-poddebniak.jpeg" alt="" class="wp-image-55588" style="object-fit:cover;width:48px;height:48px" srcset="https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-malgorzata-poddebniak.jpeg 687w, https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-malgorzata-poddebniak-300x300.jpeg 300w, https://piwikpro.de/wp-content/uploads/sites/2/2024/07/author-malgorzata-poddebniak-150x150.jpeg 150w" sizes="(max-width: 687px) 100vw, 687px" /></figure> <div class="wp-block-group is-layout-constrained wp-container-core-group-is-layout-40 wp-block-group-is-layout-constrained"> <h3 class="wp-block-heading" id="malgorzata-poddebniak">Małgorzata Poddębniak</h3> <p class="has-small-font-size">Senior Content Marketer</p> </div> </div> <p class="has-small-font-size">Content-Marketerin und Redakteurin mit Erfahrung in technischen Themen und im Erstellen von recherchebasierten, umfassenden Artikeln über die Web-Analytics und den Datenschutz.</p> </div> <hr class="wp-block-separator has-alpha-channel-opacity"/> <div class="wp-block-columns is-layout-flex wp-container-core-columns-is-layout-2 wp-block-columns-is-layout-flex"> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <div class="wp-block-query is-layout-flow wp-block-query-is-layout-flow"><ul class="wp-block-post-template is-layout-flow wp-block-post-template-is-layout-flow"><li class="wp-block-post post-38826 post type-post status-publish format-standard has-post-thumbnail hentry category-web-analytics category-data-management"> <div class="wp-block-group is-vertical is-content-justification-left is-layout-flex wp-container-core-group-is-layout-44 wp-block-group-is-layout-flex"> <p class="has-small-font-size" style="font-style:normal;font-weight:700;text-transform:uppercase">VORHERIGER ARTIKEL</p> <h4 class="wp-block-post-title"><a href="https://piwikpro.de/blog/rohdaten-in-der-webanalyse-richtig-nutzen/" target="_self" >So nutzen Sie Rohdaten in der Webanalyse richtig [UPDATE]</a></h4> <div class="wp-block-group has-small-font-size is-layout-flex wp-container-core-group-is-layout-43 wp-block-group-is-layout-flex"> <p>November 14, 2024 von <span class="pp-authors">Paweł Socha</span></p> </div> </div> </li></ul></div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow"> <div class="wp-block-query is-layout-flow wp-block-query-is-layout-flow"></div> </div> </div> </div> </div> <div class="wp-block-column is-layout-flow wp-block-column-is-layout-flow" style="flex-basis:33.33%"> <div id="blog_sidesection" class="wp-block-group blog_sidesection is-layout-constrained wp-block-group-is-layout-constrained"> <form role="search" method="get" action="/" class="wp-block-search__no-button wp-block-search"><label class="wp-block-search__label screen-reader-text" for="wp-block-search__input-3">Suche</label><div class="wp-block-search__inside-wrapper "><input class="wp-block-search__input" id="wp-block-search__post-type" placeholder="Suche" value="" type="search" name="s" required=""><input 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