{"id":2742,"date":"2025-03-16T10:42:24","date_gmt":"2025-03-16T09:42:24","guid":{"rendered":"https:\/\/informatoo.com\/?post_type=info&p=2742"},"modified":"2025-04-04T08:59:13","modified_gmt":"2025-04-04T06:59:13","slug":"remarketing-dsgvo-konform","status":"publish","type":"info","link":"https:\/\/informatoo.com\/en\/info\/remarketing-dsgvo-konform\/","title":{"rendered":"Remar\u00adketing DSGVO-konform"},"content":{"rendered":"\n

Wie funktio\u00adniert Remar\u00adketing mit server\u00adsei\u00adtigem Tracking?<\/strong><\/h2>\n\n\n\n

Du kannst auch beim server\u00adsei\u00adtigen Tracking<\/a><\/strong> Remar\u00adketing-Listen f\u00fcr Google Ads aufbauen \u2013 aber es erfordert eine saubere Imple\u00admen\u00adtierung<\/strong>, um DSGVO-konform zu bleiben.<\/p>\n\n\n\n

Norma\u00adler\u00adweise setzt Google Ads ein Cookie direkt im Browser des Nutzers. Beim server\u00adsei\u00adtigen Tracking passiert Folgendes:<\/p>\n\n\n\n

    \n
  1. Deine Website sendet Daten an deinen eigenen Server<\/strong> (z. B. mit Google Tag Manager Server-Side).<\/li>\n\n\n\n
  2. Dein Server verar\u00adbeitet die Daten<\/strong> und sendet sie an Google Ads.<\/li>\n\n\n\n
  3. Google erstellt eine Remar\u00adketing-Liste<\/strong>, basierend auf den Daten.<\/li>\n<\/ol>\n\n\n\n

    Wichtig:<\/strong>
    \ud83d\udd39 Der Google Ads Remar\u00adketing-Tag muss server\u00adseitig ausgel\u00f6st werden.
    \ud83d\udd39 Es d\u00fcrfen keine perso\u00adnen\u00adbe\u00adzo\u00adgenen Daten<\/strong> (IP, E\u2011Mail) ohne Zustimmung an Google gesendet werden.
    \ud83d\udd39 Consent-Management<\/strong> muss integriert sein (z. B. Cookie-Banner).<\/p>\n\n\n\n

    \n\n\n\n

    So setzt du server\u00adsei\u00adtiges Remar\u00adketing in Google Ads um<\/strong><\/h2>\n\n\n\n

    1. Google Tag Manager (GTM) Server-Container einrichten<\/strong><\/h3>\n\n\n\n

    Falls nicht schon geschehen, richte einen GTM Server-Container<\/strong> ein und hoste ihn auf Google Cloud oder einem eigenen Server<\/strong>.<\/p>\n\n\n\n

    2. Google Ads Remar\u00adketing-Tag einrichten (server\u00adseitig)<\/strong><\/h3>\n\n\n\n
      \n
    1. \u00d6ffne den Google Tag Manager Server-Container<\/strong>.<\/li>\n\n\n\n
    2. Erstelle einen neuen Tag<\/strong> \u2192 W\u00e4hle Google Ads Remar\u00adketing<\/strong>.<\/li>\n\n\n\n
    3. Stelle sicher, dass das Tracking-Signal von deiner Website zuerst an deinen Server<\/strong> gesendet wird.<\/li>\n\n\n\n
    4. Wandle die Daten in anony\u00admi\u00adsierte Event-Daten<\/strong> um (keine Rohdaten wie IP-Adressen).<\/li>\n\n\n\n
    5. Sende die berei\u00adnigten Daten weiter an Google Ads.<\/li>\n<\/ol>\n\n\n\n

      3. Nutzer auf Basis von Events gruppieren<\/strong><\/h3>\n\n\n\n

      Damit Google Ads eine Remar\u00adketing-Liste erstellen kann, brauchst du Ereig\u00adnisse (Events)<\/strong>, z. B.:<\/p>\n\n\n\n

        \n
      • page_view<\/code> \u2192 Besuchte Seiten<\/li>\n\n\n\n
      • add_to_cart<\/code> \u2192 Warenkorb-Nutzer<\/li>\n\n\n\n
      • purchase<\/code> \u2192 K\u00e4ufer<\/li>\n<\/ul>\n\n\n\n

        Diese Daten werden an Google Ads gesendet, um Listen zu f\u00fcllen (z. B. \u201cAlle Waren\u00adkorb\u00adab\u00adbrecher\u201d<\/strong>).<\/p>\n\n\n\n

        \n\n\n\n

        Daten\u00adschutz & DSGVO<\/strong><\/h2>\n\n\n\n

        Damit dein Tracking DSGVO-konform bleibt:
        \u2705 Consent-Mode nutzen<\/strong> \u2192 Remar\u00adketing nur aktivieren, wenn der Nutzer zustimmt.
        \u2705 Keine IP-Adressen oder E\u2011Mails direkt an Google senden.<\/strong>
        \u2705 First-Party-Daten nutzen<\/strong> \u2192 Tracking l\u00e4uft \u00fcber deine eigene Domain (weniger Adblocker-Probleme).
        \u2705 Daten\u00admi\u00adni\u00admierung<\/strong> \u2192 Keine unn\u00f6tigen Nutzer\u00addaten speichern.<\/p>\n\n\n\n

        \n\n\n\n

        Fazit<\/strong><\/h2>\n\n\n\n

        Server\u00adsei\u00adtiges Remar\u00adketing ist m\u00f6glich<\/strong> und kann DSGVO-konform sein, wenn:<\/p>\n\n\n\n

          \n
        • Ein Consent-Management<\/strong> integriert ist.<\/li>\n\n\n\n
        • Die Daten zuerst \u00fcber deinen eigenen Server<\/strong> laufen.<\/li>\n\n\n\n
        • Perso\u00adnen\u00adbe\u00adzogene Daten nicht direkt an Google<\/strong> gesendet werden.<\/li>\n<\/ul>\n\n\n\n

          Das Ganze erfordert eine technisch saubere Umsetzung, bringt aber Vorteile: <\/p>\n\n\n\n

            \n
          • Mehr Kontrolle, <\/strong><\/li>\n\n\n\n
          • weniger Adblocker-Probleme, <\/strong><\/li>\n\n\n\n
          • bessere Daten\u00adschutz-Konfor\u00admit\u00e4t.<\/strong><\/li>\n<\/ul>\n\n\n\n

            <\/p>\n","protected":false},"excerpt":{"rendered":"

            Wie funktio\u00adniert Remar\u00adketing mit server\u00adsei\u00adtigem Tracking? Du kannst auch beim server\u00adsei\u00adtigen Tracking Remar\u00adketing-Listen f\u00fcr Google Ads aufbauen \u2013 aber es erfordert eine saubere Imple\u00admen\u00adtierung, um DSGVO-konform zu bleiben. Norma\u00adler\u00adweise setzt Google Ads ein Cookie direkt im Browser des Nutzers. Beim server\u00adsei\u00adtigen Tracking passiert Folgendes: Wichtig:\ud83d\udd39 Der Google Ads Remar\u00adketing-Tag muss server\u00adseitig ausgel\u00f6st werden.\ud83d\udd39 Es d\u00fcrfen [\u2026]<\/p>\n","protected":false},"author":1,"featured_media":1088,"menu_order":0,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":"","_members_access_role":[],"_members_access_error":""},"region":[138],"tag_de":[181,171,170],"thema":[168],"ai_version":[],"class_list":["post-2742","info","type-info","status-publish","format-standard","has-post-thumbnail","hentry","region-europa","tag_de-marketing-vertrieb","tag_de-remarketing","tag_de-tracking","thema-online-marketing"],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":8}},"yoast_head":"\nRemarketing DSGVO-konform - informatoo.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/informatoo.com\/en\/info\/remarketing-dsgvo-konform\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:locale:alternate\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Remarketing DSGVO-konform - informatoo.com\" \/>\n<meta property=\"og:description\" content=\"Wie funktio\u00adniert Remar\u00adketing mit server\u00adsei\u00adtigem Tracking? Du kannst auch beim server\u00adsei\u00adtigen Tracking Remar\u00adketing-Listen f\u00fcr Google Ads aufbauen \u2013 aber es erfordert eine saubere Imple\u00admen\u00adtierung, um DSGVO-konform zu bleiben. Norma\u00adler\u00adweise setzt Google Ads ein Cookie direkt im Browser des Nutzers. Beim server\u00adsei\u00adtigen Tracking passiert Folgendes: Wichtig:\ud83d\udd39 Der Google Ads Remar\u00adketing-Tag muss server\u00adseitig ausgel\u00f6st werden.\ud83d\udd39 Es d\u00fcrfen […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/informatoo.com\/en\/info\/remarketing-dsgvo-konform\/\" \/>\n<meta property=\"og:site_name\" content=\"informatoo.com\" \/>\n<meta property=\"article:modified_time\" content=\"2025-04-04T06:59:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/informatoo.com\/wp-content\/uploads\/2024\/11\/blog.webp\" \/>\n\t<meta property=\"og:image:width\" content=\"1792\" \/>\n\t<meta property=\"og:image:height\" content=\"1024\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/webp\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/informatoo.com\\\/info\\\/remarketing-dsgvo-konform\\\/\",\"url\":\"https:\\\/\\\/informatoo.com\\\/info\\\/remarketing-dsgvo-konform\\\/\",\"name\":\"Remarketing DSGVO-konform - informatoo.com\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/informatoo.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/informatoo.com\\\/info\\\/remarketing-dsgvo-konform\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/informatoo.com\\\/info\\\/remarketing-dsgvo-konform\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/informatoo.com\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/blog.webp\",\"datePublished\":\"2025-03-16T09:42:24+00:00\",\"dateModified\":\"2025-04-04T06:59:13+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/informatoo.com\\\/info\\\/remarketing-dsgvo-konform\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/informatoo.com\\\/info\\\/remarketing-dsgvo-konform\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/informatoo.com\\\/info\\\/remarketing-dsgvo-konform\\\/#primaryimage\",\"url\":\"https:\\\/\\\/informatoo.com\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/blog.webp\",\"contentUrl\":\"https:\\\/\\\/informatoo.com\\\/wp-content\\\/uploads\\\/2024\\\/11\\\/blog.webp\",\"width\":1792,\"height\":1024},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/informatoo.com\\\/info\\\/remarketing-dsgvo-konform\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Startseite\",\"item\":\"https:\\\/\\\/informatoo.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Beitr\u00e4ge (de-de)\",\"item\":\"https:\\\/\\\/informatoo.com\\\/info\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Remar\u00adketing DSGVO-konform\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/informatoo.com\\\/#website\",\"url\":\"https:\\\/\\\/informatoo.com\\\/\",\"name\":\"informatoo.com\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/informatoo.com\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/informatoo.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/informatoo.com\\\/#organization\",\"name\":\"informatoo.com\",\"url\":\"https:\\\/\\\/informatoo.com\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/informatoo.com\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/informatoo.com\\\/wp-content\\\/uploads\\\/2024\\\/10\\\/logo.png\",\"contentUrl\":\"https:\\\/\\\/informatoo.com\\\/wp-content\\\/uploads\\\/2024\\\/10\\\/logo.png\",\"width\":32,\"height\":59,\"caption\":\"informatoo.com\"},\"image\":{\"@id\":\"https:\\\/\\\/informatoo.com\\\/#\\\/schema\\\/logo\\\/image\\\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Remarketing DSGVO-konform - informatoo.com","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/informatoo.com\/en\/info\/remarketing-dsgvo-konform\/","og_locale":"en_US","og_type":"article","og_title":"Remarketing DSGVO-konform - informatoo.com","og_description":"Wie funktio\u00adniert Remar\u00adketing mit server\u00adsei\u00adtigem Tracking? 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