How to navigate managing assets in Facebook Business Manager?

Many times in the course of my work I have had the opportunity to introduce someone fresh to the system that is Facebook Business Manager. Encountering similar questions frequently, I found some common points that most needed explanation. In addition, Facebook Business Manager is gradually evolving into the Meta Business Suite, which also sometimes raises difficulties of the „where to find it now” genre.

For both the Company Manager and Meta Business Suite, it’s worth making friends with the three-bar icon (called a hamburger by some), usually found at the very bottom of other icons – when clicked, it will expand and show us all the available tools, and in Meta Business Suite even with detailed descriptions of what they are used for. But let’s move on to the management of the company manager’s resources!

Company Manager Structure

Company Manager is a tool that makes it easy to manage both resources and employees/objects working on those resources.

Unlike the user structure within the Google Ads ICC, here we have strict control over who has access to what data. To operate any object within the structure, you need a personal Facebook account – to get administrator or employee access in Facebook Business Manager. But even then, each individual user needs to get access to individual resources in order to work on them, it is not enough just to belong to the company’s manager structure.

With full administrator access to the company manager structure, we have the ability to manage all sections related to resources and employees, the most important of which are:

• Users – this is where individuals within the company manager are located, as well as cooperating companies, here called Partners. Viewing Persons allows you to quickly determine which people are in the structure, and which resources they have access to – listed from various categories. Partners, on the other hand, are useful for exchanging resources between two companies – for example, when you want an agency to use an advertiser’s already-made advertising account, make its account available for viewing, but mostly useful when the company’s website is also one of the resources in such a structure.
• Accounts – this is the most important section of resources – on individual subpages there are such categories as:
  Pages – that is, the business cards of a given company on Facebook, where company posts are published, this also serves the purpose of making ads show up under the banner of the company they advertise.
  Advertising accounts – that is, the places where the given activities are carried out, about which you can specify such things as data sources, billing and budget limits.
  Applications – that is, mobile applications against which we carry out advertising activities. Here usually land those whose owners are companies. In the case of applications that do not belong to the company structure, access can still be granted by defining in the Facebook SDK the number of the advertising account where the campaigns will be.
• Data sources – this is where the objects are stored, within which we have access to additional information for a given business, that is, among others:
  Catalogs – in the case of running e-commerce activities, this is an essential thing, because it allows you to make individual products available in ads, along with their price and name, as well as use templates.
  Pixels – this type of resource is tracking code implemented in the site to measure both visits and conversions, which also translates into the ability to create remarketing lists. By using this solution, conversions are attributed directly to ad campaigns in the ad account to which the pixel is pinned, which greatly facilitates both the optimization of the specialist and the operation of the algorithms.

In the case of an employee’s access, among the above, we will only be shown the sections for the resources themselves – there will be no possibility to grant permissions to other people in the structure.

Begin-collaboration-with-agency

When we hand over the handling of a campaign to an outside company – especially an agency, which usually has a company manager to easily manage resources and employees, there are basic two ways to give access.

If no activities have been carried out on the advertising account so far, and the company’s site administrators are added directly to it, the agency can then send directly from itself an invitation to manage the site it needs, and the administrators on its side must accept such an invitation.

If we also have a company manager structure ourselves, the most efficient and fastest option is to exchange managers’ ID numbers (the agency can send theirs, or we can provide them with ours, you can find it in the Company Information section, for example). Then, once the connection is established between the companies, give partners access to individual resources in the company manager. As for the users themselves, here we are talking about all the necessary types of resources – in this section you can provide a friendly company with access to company websites, as well as advertising accounts, applications, directories, or pixels.

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Facebook Lead Ads-where-to-find-forms-and-how-to-download-acquired-contacts?

If you run advertising activities that use contact forms (also known as instant forms in the new Meta Business Suite), you don’t need access to the ad account itself to acquire them. Contacts can be downloaded by company site administrators or those authorized to do so in the Integrations section of Company Manager. As a result, direct integration with the CRM or the uploading of contacts by a Facebook Ads specialist is not necessary for an employee on the client side to acquire such contacts on the fly and pass them on to the sales department.

There are, admittedly, solutions on the market that allow you to integrate or even automate the transfer of such contacts to a dedicated Google Sheets document, but they are usually paid. However, they are worth considering if the scale of the campaign and the importance of the contact (i.e., how quickly the contact should be handled) significantly hinder further lead handling.

Company-page-administrator-a-Administrator-within-a-company-manager

When it comes to organic content on a company site, it is common for a person on the client side to have administrator access to the company site directly on it. On a company page, the roles work a little differently because they are centered around a position (such as Editor or Moderator), while in Company Manager they are centered around the sections and specific activities you want access to. It’s also worth remembering that a company page is not pinned to an advertising account in any way. The fact that we can promote some company page through ads on a given account is due to the individual Facebook user’s access to both resources independently of each other – also taking into account the admin directly on the company page. Hence, for example, the situation may arise that we will not be able to view and edit the ads of a given company page – if we only have access to the advertising account and not to the page.

About pixels-words-some

The resource that just happens to be pinned to an advertising account is the Facebook pixel. However, there are situations when we want to create additional pixels (because, for example, within a given Facebook advertising account we want to target different domains in different campaigns, a good practice is to properly name one pixel per site). This can be done by adding a data source on the ad account.

If we want to give someone access to the Facebook pixel itself, however, technical difficulties arise – access to the advertising account should help.

Pixels, however, are resources that can also be managed in the Company Manager – and pinned to additional advertising accounts. Particularly useful in situations where there have already been activities and a pixel has been implemented on the site, but for some reason you want to run a campaign on a different ad account – pinning a pixel from another account to a target account will avoid changes to the implementation on the site or lack of access to historical data.

In very simplistic terms, we can say that applications work similarly – they too can be pinned to specific ad accounts. This makes sense, however, because the Facebook SDK is the equivalent of a pixel for an app, and with an ad account, you can see both types of data sources.

The data sources are the same.

Personal-by-Partner-Pages

With such a dynamic market, team changes are inevitable in the long run. In case we want to give access to resources to a new person, the basic scenarios are two.

The first, is when the advertising account belongs to the agency, and we only have access to the fanpage – then we just need to manage users in the Roles section of the site in the Site Settings.

If, however, the resource structure is shared between Partners (I talked more about how the Partners and Resources section works at the beginning), the most convenient option is to operate access on the side of that Partner concerned. This avoids many problems, among which I could mention:

• Agency having lower than administrative access to a fanpage, so not having the ability to grant such high access to someone on the client side.
• Dependence on the availability of the agency – that is, by administering the Manager of the company on our side, we have the ability to grant access to all of our and shared resources within the structure without involving the other party in the process.

Agency with less than administrative access to the fanpage.

Already at the moment of adding a user to the Facebook Company Manager, you can choose the resources assigned to that person, however, individual accesses can be supplemented and modified over time.