Select Your Purposes | Consenter Documentation

Select the purposes for which you want to process personal data and provide the foundation for informed consent and your cookie banner configuration.

Under data protection law, consent must be obtained separately for each specific purpose of processing. The purpose of processing explains why and for what personal data will be used and is therefore the central reference point for an informed decision by data subjects. From the stated purpose you can derive which processing operations are necessary, which risks they pose for the fundamental rights of data subjects, and what benefits the processing provides – both for the website operator and for the data subjects themselves.

Depending on the purposes for which you want to process personal data, you must select one or more corresponding purposes in the Consenter Manager in order to obtain consent from your users. You can only select purposes that actually require consent. Processing that is strictly necessary for the basic functions of the website or for ensuring security does not require your visitors’ consent and only needs to be described in your privacy notice.

Choose one or more of the following purposes:

1. Improve the service

You want to use analytics tools such as Matomo or GA4 to generate statistics on how visitors use your website (for example, pages viewed, clicks, scroll depth, time spent) and where they come from (for example, which other websites referred them or from which approximate region they access your site).

If you want to analyse the effectiveness of ads and marketing campaigns, you should instead select the “Support marketing analytics” purpose, which also covers general website analytics.

2. Unlock additional website features

You may want to embed third‑party features on your website that process personal data from your visitors (e.g. videos, social media buttons, or maps), either to provide the requested service or for the provider’s own purposes.

If third‑party services process personal data for their own purposes (e.g. advertising), you must also obtain consent for this additional purpose. Ensure that the service is blocked from collecting personal data until the user has provided consent. To achieve this, we recommend implementing contextual consent.

3. Personalize the website

You want to adapt the content and appearance of your website to your visitors’ interests and preferences (for example, by displaying individually relevant content, display recommendations, or remember language settings).

4. Support marketing analytics

You want to generate statistics of how visitors use your website to better understand how successful your marketing activities are (for example, which campaigns lead to visits or conversions) and which target groups you are reaching.

If you also engage in personalised advertising, the purpose “Customising online ads” already includes marketing analytics. In this case, you can either obtain consent for both purposes separately or rely solely on consent for personalised advertising. It may be beneficial to request consent separately, as statistical analytics typically achieves higher consent rates due to its lower risk profile for website visitors.

5. Receive marketing offers

You want to occasionally send visitors information about your activities, products, or services via email or other channels.

For this specific purpose, we recommend obtaining consent directly at the point where you collect users’ contact details (e.g. email addresses) on your website, rather than via the consent banner. If you obtain consent in this way for direct communications, you do not need to select this purpose in the consent banner.

6. Receive personalized marketing offers

You want to send visitors offers, product recommendations, or information that are tailored to their individual interests and previous usage behaviour, so that they receive content that is as relevant as possible.

7. Customize online ads (non-TCF)

You want to display ads on your website that are tailored to individual visitors, for example through group- or profile-based personalisation or retargeting based on their previous (shopping) behaviour, and to measure and improve the effectiveness of this advertising at the same time.

This purpose does not enable participation in the Transparency and Consent Framework (TCF), nor does it cover data transmissions to the vendor network defined within the TCF.