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How it Works

The integration follows a parent-child account structure, where retailers manage advertising accounts while sellers focus on their own products. Each advertiser has access to their own catalog, ensuring a clear separation between different vendors. Retailers hold the main account, while advertisers operate under child accounts, allowing structured management and control.

Campaign creation is API-first, making it easy to set up and track performance. Advertisers can create campaigns through Topsort’s UI or API, offering flexibility for different integration levels. The system also includes Google PfM and Meta MPA, providing access to large-scale offsite advertising opportunities. All ad performance is tracked by Google and Meta, with reporting consolidated at the campaign, seller, and retailer levels to ensure transparency.

Once a campaign is created, Topsort pushes the campaign configuration into the offsite partners. The ads are served through the offsite providers, making it visible to potential buyers across various platforms. When a user sees and clicks on the ad, they are redirected to the retailer’s platform, increasing the chances of conversion. This entire process happens seamlessly through API integrations, ensuring an efficient and automated advertising experience. Performance data, including impressions, clicks, conversions, and return on ad spend (ROAS), is tracked in real time, allowing advertisers to refine their strategies.

Creating a Business Manager or MCC Account

Retailers must first set up an advertising account on their chosen platform, such as Meta Business Manager (BM) or Google My Client Center (MCC). These accounts serve as the central hub for managing ads, tracking performance, and controlling budget allocation.

Meta Business Manager (BM) Specific Requirements:

  • The retailer must create a Business Manager account and register a Facebook app to interact with the Marketing API.
  • Advanced API permissions such as Ads Management Standard Access and App Review approval are required for large-scale integrations.
  • A child Business Manager (BM) is automatically created for each onboarded advertiser under the retailer’s parent BM, ensuring proper segmentation.
  • A system access token must be generated to manage ads on behalf of advertisers.

Google My Client Center (MCC) Specific Requirements:

  • The retailer must set up a Google MCC account, which acts as an umbrella account for managing multiple advertiser sub-accounts.
  • Website ownership verification is required through Google Merchant Center to sync product listings with Google Ads.
  • The retailer must provide an updated product feed that includes structured product data such as titles, descriptions, images, and availability.
  • A budget allocation system must be in place, as advertising costs may be billed per campaign, per seller, or at the marketplace level.

Syncing Catalog with Advertising Platforms

To enable sponsored listings campaigns and reach a broader audience, retailers need to sync their product catalog with advertising platforms like Google and Meta. This allows for automated ad placements across multiple channels, ensuring product listings appear in relevant searches and feeds.

Retailers must first establish a business account with the chosen platform, which will serve as the central hub for managing ads. This setup typically includes verifying business ownership, configuring ad accounts, and obtaining the necessary API permissions. A product catalog must then be prepared, containing structured information such as product titles, descriptions, prices, images, and availability. This catalog is uploaded manually or through an API, enabling updates and real-time inventory management.

Once the catalog is integrated, advertisers can launch and manage sponsored listings through a self-service dashboard or API.

Billing Models

Topsort uses a Consolidated Billing model, where retailers take full control over advertising accounts. Advertisers do not have direct access to billing management. Instead, the retailer collects payments from advertisers and settles with the offsite advertising provider on a monthly basis.