The Platform Group stays ahead with modern ad tracking
For The Platform Group, one of Germany’s leading eCommerce powerhouses, innovation is a core value - and they’ve built a reputation for spotting opportunities early, long before they become industry norms. Unsurprisingly, they also treat their advertising tech stack very seriously.
With over 30 online marketplaces under its umbrella and €524mil net revenue in 2024, paid advertising has been a central growth engine from the early days for The Platform Group. Shaan Raja, who has been part of this journey since close to the beginning, played a pivotal role in scaling the business – leveraging advertising tech not just to grow revenue, but to cement The Platform Group’s position as a market leader.
The opportunity: unifying and future-proofing tracking
Many large eCommerce companies in Germany still rely on outdated tracking systems - some even skip advanced analytics altogether. The Platform Group had a more advanced setup, but it was different for each business unit: Shopify plug-ins for some, server side GTM for others, and yet other solutions in place elsewhere.
Rather than waiting for inconsistencies or inefficiencies to become bottlenecks, Shaan saw an opportunity to bring all brands under a unified, future-proof tracking infrastructure.
Priorities:
- One solution to cover all marketing channels, including affiliate networks like Awin.
- Consistent, reliable tracking methodology across all properties.
- A setup that didn’t require constant development work for every new brand or campaign.
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In modern advertising, you win by giving algorithms the complete picture - not just part of it.
Shaan Raja, Teamlead SEO & Integration Analyst @ The Platform Group
Tracklution’s plug-and-play solution
Shaan knew server-side tracking was the only way to achieve the level of standardisation and scalability the group needed. He was looking for:
- Full conversion visibility across all brands and platforms
- Flexibility to integrate with multiple tech stacks and marketing channels, not just one kind of platform
- A partner willing to co-develop features, like the Awin integration
- Responsive, hands-on support to ensure smooth rollouts and fast troubleshooting
Tracklution stood out not just for its technical capabilities, but for the collaborative relationship and speed of support Shaan experienced from day one. From the initial idea to full rollout, the partnership was marked by close collaboration with Tracklution’s product team to build and launch the Awin integration. This strong working relationship continued as the solution was smoothly expanded across additional Platform Group properties, replacing a patchwork of different tools with a single, consistent approach.
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Whether it’s a small question or a high-priority task, there’s always someone available who understands the urgency and can help right away.
Shaan Raja, Teamlead SEO & Integration Analyst @ The Platform Group, describes his experience with Tracklution's support team.
What’s next for Platform Group?
With Tracklution in place, Shaan is extending the unified tracking approach to cover every tracking use case across the group. Upcoming improvements in multi-site management and advanced reporting will make scaling even easier.
This wasn’t about chasing a short-term uplift – it was about building a scalable foundation that will support the next decade of advertising and growth.
- The Platform Group is planning to transition brands to a standardised, centralised server side tracking system.
- Consistent data and methodology make cross-brand analysis and decision-making faster and more reliable.
- Affiliate partners get fair attribution via the custom-built Awin integration.
- Reduced complexity – no need to maintain multiple tracking solutions or train teams on different systems.
Platform Group’s story proves that technical leadership is a competitive advantage. By spotting the opportunity to unify and future-proof their tracking early, Shaan has ensured that the business is years ahead, while many competitors remain tied to fragmented, outdated setups.
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While others are still debating whether to modernise, we’ve already built the foundation for the next decade of advertising.
Shaan Raja, Teamlead SEO & Integration Analyst @ The Platform Group
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