Google Ad Manager Migration

Migrate from Google Ad Manager to Topsort

Move from Google Ad Manager to commerce-native retail media infrastructure — with a clear path from GAM setup to Topsort.

Map your line items, ad units, creatives, targeting, and reporting into a phased migration plan.

Talk to a migration expert See the Migration Plan

Built for zero-downtime migration, parallel rollout, and enterprise retail media teams.

Google Ad Manager
Topsort
Line Items
Campaigns
Ad Units
Slots
Creatives
Banner Assets
Targeting Rules
Bid Triggers
Reports
Events + Analytics
Delivery Logic
Auction-Based Delivery

Retail media needs commerce-native infrastructure

GAM works well for traditional publisher display. Commerce platforms need more: product-aware auctions, seller logic, first-party data, closed-loop attribution, and retail media workflows.

Publisher-first ad serving

Built for display inventory, line items, and direct/programmatic campaigns.

Commerce complexity

Retail media needs catalog context, seller competition, search/category signals, and purchase attribution.

Operational drag

Teams often build custom layers around GAM for targeting, reporting, workflows, and optimization.

Object mapping

How GAM maps to Topsort

A scannable reference for engineers, ad ops, and migration leads.

Google Ad Manager
Topsort
What it means
Line Items
Campaigns
One GAM line item maps to one Topsort campaign.
Ad Units
Slots
Ad units become Topsort slots used in bids and auction requests.
Creatives
Banner Assets
Creative URLs, dimensions, content type, and template fields become banner assets on bids.
Targeting Rules
Bid Triggers
Inventory, geo, device, keyword, category, product, and audience targeting map into Topsort's bidding model.
Reports
Events + Analytics
Impressions, clicks, purchases, and pageviews are reported through API-based events.
Delivery Logic
Auction-Based Delivery
Delivery becomes auction-based, with exclusive campaigns and budget caps.
Talk to a migration expert See the Migration Plan
Phased migration

A phased migration path from GAM to Topsort

Phase 01 Planning Traffic on Topsort: 10%

Audit GAM inventory, ad units, campaigns, targeting rules, creative formats, and reporting benchmarks.

Talk to a migration expert See object mapping
Integration paths

Choose the integration path that fits your team

Fastest path

banners.js SDK

Faster implementation with built-in auction execution, banner rendering, and event reporting.

Low-code

Google Tag Manager deployment

Useful for teams that want faster deployment with fewer initial code changes.

Maximum control

Pure API implementation

Best for teams that want full control over auction calls, rendering, event reporting, and frontend behavior.

Talk to a migration expert
Migration safety

Designed for safe migration, not risky cutovers

Migration is not just a data import. It requires careful advertiser, campaign, bid, budget, creative, event, and reporting continuity.

Parallel rollout

Keep GAM running while Topsort is validated.

API-first event reporting

Report impressions, clicks, purchases, and pageviews through API-based events.

Validation and rollback mindset

Build the page narrative around data integrity, reporting continuity, and operational safety.

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Coverage

What can move from GAM to Topsort

Banner and display ad formats
Video banner and rich media formats
Campaigns and line-item logic
Ad units and placements
Creative assets and templates
Targeting rules
Audience segments
Delivery settings
Impression, click, purchase, and pageview reporting
Approval workflows for third-party advertiser campaigns
Custom reporting through data access and SQL-style analysis
Note: Some GAM-specific functionality may not map one-to-one, such as Google Ad Exchange, native Google Analytics integration, AdSense backfill, advanced DCO, or certain GAM-specific automated rules. We position this transparently as part of the migration assessment.
Customer proof

Retail media teams are already moving to Topsort

Enterprise migration

Falabella

An enterprise retail media migration and modernization story across one of LATAM's largest commerce groups.

Read the Falabella story
Performance & scale

Sodimac

6.4x
ROAS
33%
YoY ad spend growth
120+
Active vendors
95M
Sponsored impressions
Read the Sodimac story
How to Migrate From a Legacy Ad Server to Topsort Flawless Migrations: Topsort's Zero-Downtime Onboarding Google Ad Manager Alternative for Retail Media Display & Banner Ads on Topsort
Next step

Talk to a migration expert

Bring your current GAM setup. We'll help map your ad units, line items, creatives, targeting, and reporting requirements to Topsort — and identify the right migration path for your team.

  • GAM object mapping: line items, ad units, creatives, targeting, and reporting
  • Recommended integration path: banners.js, GTM, or pure API
  • Phased rollout plan with parallel running and rollback considerations
Talk to a migration expert See the Migration Plan

Goes to the standard Topsort demo flow — no extra forms.

FAQ

Frequently asked questions

Start by auditing GAM ad units, line items, creatives, targeting rules, delivery settings, and reporting requirements. Then map those objects to Topsort slots, campaigns, banner assets, bid triggers, auction context, and event reporting before running both systems in parallel.
Topsort can replace or complement GAM for commerce and retail media use cases, especially when teams need API-first ad serving, product-aware auctions, purchase attribution, self-serve workflows, and retail media reporting.
A typical GAM-to-Topsort banner migration can be planned around a phased approach: preparation, development, parallel running, cutover, and optimization. Timeline depends on the number of ad units, campaign complexity, targeting rules, creative formats, and reporting requirements.
A GAM line item typically maps to a Topsort campaign. GAM ad units map to Topsort slots, while creatives map to banner assets.
Topsort supports API-based event reporting. Auction, display, click, purchase, and pageview events can be handled through APIs depending on the implementation path.
Yes. The recommended migration path is to run GAM and Topsort in parallel, gradually shift traffic, compare performance, validate reporting, and then cut over once the setup is stable.
Under the hood

Products powering your migration

T-Zero

Lightweight ad server API for sponsored listings and display.

T-Engine

Auctions, pacing, attribution, and optimization engine.

Data Genie

Event reporting, analytics, and data warehouse access.

Ready to move off Google Ad Manager?

Get a concrete mapping of your GAM setup, a phased plan, and a parallel-running strategy — not a generic sales demo.

Talk to a migration expert See the Migration Plan