WHAT PERSONAL DATA WE COLLECT AND WHY WE COLLECT IT
PERSONAL INFORMATION WE COLLECT
When you visit the Site, we automatically collect certain information about your device, including information about your web browser, IP address, time zone, and some of the cookies that are installed on your device. Additionally, as you browse the Site, we collect information about the individual web pages or products that you view, what websites or search terms referred you to the Site, and information about how you interact with the Site. We refer to this automatically-collected information as “Device Information”.
We collect Device Information using the following technologies:
– “Cookies” are data files that are placed on your device or computer and often include an anonymous unique identifier. For more information about cookies, and how to disable cookies, visit All About Cookies.
– “Log files” track actions occurring on the Site, and collect data including your IP address, browser type, Internet service provider, referring/exit pages, and date/time stamps.
– “Web beacons”, “tags”, and “pixels” are electronic files used to record information about how you browse the Site.
– “Facebook pixels” and “Google Adwords Pixel” are electronic files owned by Facebook and Google respectively, and are used by us to better provide you with more personalized service and so we can continuously improve our products.
Additionally, when you make a purchase or attempt to make a purchase through the Site, we collect certain information from you, including your name, billing address, shipping address, payment information (including credit card numbers, PayPal), email address, and phone number. We refer to this information as “Order Information”.
We use various products and features provided by Google Inc. (1600 Amphitheatre Parkway, Mountain View, CA 94043, USA; “Google”).
Google Tag Manager
For reasons of transparency please note that that we use the Google Tag Manager. The Google Tag Manager does not collect personal data. It facilitates the integration and management of our tags. Tags are small code elements which serve to measure traffic and visitor behavior, to detect the impact of online advertising or to test and optimize our websites.
For further information about the Google Tag Manager visit: Use Policy
This website uses the analytics service of Google Analytics. Google Analytics uses “cookies”, which are text files placed on your computer, to help the website analyze how users use the site. The information generated by the cookie about your use of the website (including your IP address) will be transmitted to and stored by Google on servers in the United States.
We draw your attention to the fact that Google Analytics is supplemented by the code “gat._anonymizeIp();” on this website to guarantee the anonymized collection of IP addresses (so-called IP-masking).
Furthermore, you can prevent Google’s collection and use of data (cookies and IP address) by downloading and installing the browser plug-in available under more details.
You can refuse the use of Google Analytics by clicking on the following link. An opt-out cookie will be set on the computer, which prevents the future collection of your data when visiting this website:
Disable Google Analytics
Further information concerning the terms and conditions of use and data privacy can be found at terms or at policies. Please note that on this website, Google Analytics code is supplemented by “anonymizeIp” to ensure an anonymized collection of IP addresses (so-called IP-masking).
Google Dynamic Remarketing
We use Google Dynamic Remarketing to advertise trivago across the Internet, in particular on the Google Display Network. Dynamic remarketing will display ads to you based on what parts of our websites you have viewed by placing a cookie on your web browser. This cookie does not in any way identify you or give access to your computer or mobile device. The cookie is used to indicate to other websites that “This user visited a particular page, so show them ads relating to that page.” Google Dynamic Remarketing allows us to tailor our marketing to better suit your needs and only display ads that are relevant to you.
DoubleClick by Google
We also use retargeting tags and Custom Audience provided by the company Facebook Inc. (1601 S. California Avenue, Palo Alto, CA 94304 USA, “Facebook”).
Facebook Custom Audiences
In the context of interest-based online advertising, we use the product Facebook Custom Audiences. For this purpose, a non-reversible and non-personal checksum (hash value) is generated from your usage data. That hash value can be transmitted to Facebook for analysis and marketing purposes. The collected Information contains your activities on the website of the trivago N.V. (e.g. browsing behavior, visited subpages, etc.). Your IP address is transmitted as well and used for geographical controlling of advertising. The data collected is only transmitted encrypted to Facebook and is anonymous to us that means the personal data of individual users are not visible to us.
Facebook Exchange FBX
When you visit our websites with the help of remarketing tags, a direct connection between your browser and the Facebook server is established. Facebook gets the information that you have visited our website with your IP address. This allows Facebook to assign your visit to our website to your user account. The information thus obtained we can use for the display of Facebook Ads. We point out that we as the provider of the website have no knowledge of the content of the transmitted data and the use of it by Facebook.
Facebook Conversion Tracking Pixel
- By using the website you agree to the data processing associated with the integration of Facebook pixel.
- Please click here if you would like to revoke your permission: Ads Settings.
HOW DO WE USE YOUR PERSONAL INFORMATION?
We use the Order Information that we collect generally to fulfill any orders placed through the Site (including processing your payment information, arranging for shipping, and providing you with invoices and/or order confirmations). Additionally, we use this Order Information to:
- Communicate with you;
- Screen our orders for potential risk or fraud; and
- When in line with the preferences you have shared with us, provide you with information or advertising relating to our products or services.
- Providing you with a personalized experience
- Use for analytical purposes, including advertising and retargeting on various platforms such as but not limited to, Facebook and Google.
We use the Device Information that we collect to help us screen for potential risk and fraud (in particular, your IP address), and more generally to improve and optimize our Site (for example, by generating analytics about how our customers browse and interact with the Site, and to assess the success of our marketing and advertising campaigns).
SHARING YOUR PERSONAL INFORMATION
We share your Personal Information with third parties to help us use your Personal Information, as described above. We use Google Analytics to help us understand how our customers use the Site — you can read more about how Google uses your Personal Information here: Privacy. You can also opt-out of Google Analytics here: https://tools.google.com/dlpage/gaoptout.
Finally, we may also share your Personal Information to comply with applicable laws and regulations, to respond to a subpoena, search warrant or another lawful request for information we receive, or to otherwise protect our rights.
As described above, we use your Personal Information to provide you with targeted advertisements or marketing communications we believe may be of interest to you. For more information about how targeted advertising works, you can visit the Network Advertising Initiative’s (“NAI”) educational page at Understanding Online Advertising.
You can opt-out of targeted advertising by using the links below:
Additionally, you can opt-out of some of these services by visiting the Digital Advertising Alliance’s opt-out portal at Digital Advertising Alliance’s.
DO NOT TRACK
Please note that we do not alter our Site’s data collection and use practices when we see a Do Not Track signal from your browser.
If you are a European resident, you have the right to access personal information we hold about you and to ask that your personal information be corrected, updated, or deleted. If you would like to exercise this right, please contact us through the contact information below.
Additionally, if you are a European resident we note that we are processing your information in order to fulfill contracts we might have with you (for example if you make an order through the Site), or otherwise to pursue our legitimate business interests listed above. Additionally, please note that your information will be transferred outside of Europe, including to Canada and the United States.
When you place an order through the Site, we will maintain your Order Information for our records unless and until you ask us to delete this information.
TEXT MARKETING AND NOTIFICATIONS (If Applicable)
By entering your phone number in the checkout and initializing a purchase, you agree that we may send you text notifications (for your order, including abandoned cart reminders) and text marketing offers. Text marketing messages will not exceed 15 per month. You can unsubscribe from further text messages by replying STOP. Message and data rates may apply.
For more information about our privacy practices, if you have questions, or if you would like to make a complaint, please contact us by e-mail at [email protected]