It’s been 10 years since Facebook opened its doors to businesses. By the time Facebook allowed businesses to create pages it already had a significant user base of roughly 20 million users. Since then, Facebook’s user count has grown to 1.86 billion users (per Statista) and there are over 60 million business pages (per Venture Beat).
In the early days, the only way to create and manage a Facebook business page was using your personal account. If you wanted to share access to your business’s page with a business partner or an agency, you had share access with a person by either being friends with them or having them like your page and share their email address with you. This method kinda worked, but left a lot to be desired.
In April of 2014 Facebook launched Facebook Business Manager to help businesses manage their Facebook assets: Facebook page, advertising account, audiences, apps, etc. Facebook Business Manager (or FBM for short) is really fantastic and makes managing account access across your different assets straightforward, but it’s a headache to set up. Here’s a guide you can use to better manage your Facebook resources.
Why Businesses Should Use Facebook Business Manager
First, ownership and access. Setting up FBM means that YOU (the business or organization) own the assets. Recently we took on a Facebook advertising campaign that was spending $20K+/month from another agency. Unfortunately this agency ran all the ads through their own ad account. As part of bringing that client on we had to create a new Facebook ad account for the client. All of the account history and data lost. A bit sad and totally avoidable.
Furthermore, and we’ll get into this more, FBM makes it easy to provide the right amount of access to the right employees or partners.
Second, transparency. Utilizing FBM means you can check in on ad performance, page notifications, and the like without having to get your in-house social media manager or digital marketing agency partner involved.
Third, Facebook Pixel. Facebook’s Pixel is amazing. It’s head and shoulders better than Facebook’s old conversion pixels, but there can be only one per ad account. Using FBM allows you to make sure that you’re Facebook Pixel only ends up on the sites you want it on.
NOTE: If your business or organization has more than one page, we recommend creating a Facebook Ad account for each page. Multiple pages, ad accounts, etc. can be managed from a single FBM implementation and organized used FBM’s Projects feature.
How to Setup Your Facebook Business Manager
If you’re still managing your Facebook page the old fashioned way, you’re not alone. We take on new social media/social media advertising clients with regularity and at least half of them aren’t on FBM yet. Here’s what you need to get set up:
- A personal Facebook account with admin access to your Facebook page
- A personal Facebook account with admin access to your Facebook ad account
- A single access (meaning an email address that only one person access) email address. It’s preferable if this is email is at your domain.
NOTE: You can add a profile picture and cover image to your account.
Once you’ve decided to take the plunge and set up FBM, navigate to business.facebook.com and click on the Create Account button.
Next, you’ll log into your personal Facebook account that has admin access to your page.
Once you’ve logged in, you’ll need to click a new Create Account button, name your Facebook Business Manager, provide your name, and business email address.
Your next screen will look like this:
Each Facebook Business Manager account is required to have primary page before you can do much else. In fact, here is Facebook’s explanation verbatim:
“Your business needs a primary Page to request Pages, ad accounts and other assets from another business or a person. They will verify your business through your primary Page. Your primary Page should be the Facebook Page that best represents the business you work for.”
During your initial setup you can either claim an existing page or create a new page. To add your primary page, click on the Business Settings button in the upper right-hand corner.
Once you’ve clicked on Business Settings, you’ll be sent to the People and Assets tab. You’ll want to click on Pages.
During your initial setup you’ll want to click on either Claim a Page or Create a New Page. The Request Access to a Page option allows you to make a request to access a third party’s page. We often use this option to request access to a new client’s page.
If you’re going the Claim a Page route, you can search for your page’s name or you can copy and paste your page’s URL. Once the right page populates, click Claim Page. Now, if you’re already a page admin over your organization’s page, your request will be approved automatically. Magical!
If you’re going the Create a New Page route, the folks over at Buffer have a great resource: https://blog.bufferapp.com/how-to-create-manage-facebook-business-page
Congratulations, you now have the bare-bones of your FBM set up! The next steps are setting up your Facebook ad account and adding People (or Partners) to your organization.
Facebook Ad Account Creation
To create your Facebook ad account, you’ll want to head back to the People and Assets tab of the Business Setting section of FBM.
Similar to creating a page, you’ll have the options to Claim an Ad Account, Request Access to an Ad Account, or Create a New Add Account. To create a new ad account, click on that option, give your ad account a name, select the page the account will be advertising in behalf of, your time zone (very important), and currency (USD, CAD, GBP, etc.).
NOTE: We recommend that you give your new ad account the same name as the page you’ll be advertising in behalf of.
The final step for having your ad account setup is adding your payment info. To do so, head to the Payments tab of the Business Settings section of FBM and click Add Payment Method.
Facebook accepts American Express, Discover Card, Mastercard, and Visa!
With your payment info added, you’re organization is ready to start advertising on Facebook [and Instagram]!
Sharing Access with People & Partners
Unless you’re a one-person operation, it’s probable that you’ll need to share access with someone else either within or outside of your organization to help with managing your organic social media marketing efforts, Facebook advertising, or both.
Sharing Access with People in Your Organization
Chances are, multiple members of your organization contribute to your overall social media reporting, analysis, and fulfillment. Facebook Business Manager makes it easy to share access with members of your staff. One thing we recommend is having members of your staff add their work email address to their personal Facebook accounts before inviting them to join your organization’s FBM. Facebook allows you to have two email addresses on file, so doing this doesn’t replace your personal email address.
To add your employees to your Facebook Business Manager, head back to the Business Settings section and select the People tab. Once there, click Add People from the upper-right hand corner.
Once you’ve made it to the the Add New People screen, you can invite members of your team to join your FBM. From there you need to decide what role you’ll give members of the team. Most of the users we add to Big Leap are given the role of Business Manager employee. You can see the difference in permissions in the image below.
Once you’ve settled on a role for members of your team, click Add People.
NOTE: We recommend having two or three Business Manager admins for your organization. This way you’ll likely still have Business Manager admin coverage should a member of your staff be out of town or leave the organization.
Sharing Access with Third-Party Partner
When developing Facebook Business Manager, Facebook understood that many businesses rely on hiring a digital marketing, advertising, or media agencies to do work for them. As such, Facebook built in provisions for sharing access with third-parties.
When it comes to sharing access with third-parties, there are three assets inside of your FBM you can share to: Facebook business pages, Facebook ad account, and Facebook product catalogs.
Sharing Page Access
To share access to your organization’s page with a third party (Facebook uses the word Partner) you can either directly share access or respond to an request for access.
To share access with a partner, click on the Business Settings, click on the People and Assets, select Pages from the navigation ribbon on the left, and click on Assign Partner.
Next you’ll need to select a role for the partner: Page admin, Page editor, Page moderator, Page advertiser, or Page analyst. Finally, you can copy this link and share it with your agency partner.
NOTE: As the image above indicates, this link can only be used once to connect to another business and will expire in 30 days.
Alternatively, you can also have your partner send you their Facebook business ID. The business ID is a 16 digit number unique to each instance of Facebook Business Manager.
Sharing Ad Account Access
Like sharing access to your Facebook page with a partner head over to Business Settings, click on the People and Assets tab, select Ad Accounts from the navigation ribbon on the left, and click on Assign Partner.
Once again you’ll need to choose the appropriate role for your agency partner: Ad account admin, Ad account advertiser, Ad account analyst.
Again, like granting access to your page, you can share access to your ad account with your agency partner by providing their business ID.
Sharing Product Catalog Access
Finally, you can also share your Facebook Product Catalog with an agency partner. Product Catalogs are an awesome tool for eCommerce advertisers. Utilizing Facebook Product Catalogs opens up unique capabilities such as running Dynamic Product ads to custom audiences.
At risk of sounding like a broken record, here is how you share access to your Facebook Product Catalog. Head back to Business Settings, click on the People and Assets tab, select Product Catalogues from the navigation ribbon on the left, and click on Assign Partner.
Responding to Access Requests
When you begin working with an agency partner, it is possible for the partner to request access to your Facebook page via Facebook Business Manager (without any information from you). However, in order for a partner to request access to an ad account or product catalog, they’ll need the corresponding Ad Account # and Product Catalog ID.
To respond to these requests, head back to Business Settings, but instead of using the People and Assets, navigate to the Requests tab. You can approve, deny, or amend (like providing Page Editor access instead of Page Admin access to an agency partner) requests here.
There are still a lot of features and intricacies in Facebook Business Manager we haven’t discussed like adding your apps to FBM, syncing your associating your Instagram account, etc.. However, this post should prove as a simple guide to get your organization using FBM and sharing access to your various resources with your employees or agency partners.