October 22, 2016

Guide to Using Facebook Business Manager (This Week)

All kidding aside, we all know that Facebook changes the way things work very frequently.

Do you remember creating multiple fake profiles on Facebook just so you could manage different pages? Or using one shared login to access the business page and having to change the password every time someone left the company? Gone are the days of setting up fake Facebook profiles, changing the shared login every time someone leaves the company, or trying to figure out how to add another person to the account.

Facebook launched Business Manager about a year ago to help companies manage and organize their Facebook Pages and advertising accounts without being tied to an individual personal account. For those who have never heard of Facebook Business Manager, it’s a free tool developed by Facebook to allow businesses and agencies to securely manage their company’s Pages and ad accounts they work on in one place, without sharing login information or being connected to their coworkers on Facebook.

With Facebook becoming more integrated into companies’ overall marketing strategies, having a central place for managing your Page(s), ad account(s) and people is key to staying organized. While this platform is relatively new and I know they’re working on making it better, it’s still lacking from a usability perspective. Depending on the day, I either love Facebook Business Manager or it’s just one big migraine.

In this guide, we will cover how to set up Facebook Business Manager and explore its many features and benefits for your company. 

Top 8 Facebook Business Manager Benefits

Facebook, learning from user complaints, created Business Manager to help solve many of these pain points for companies. It has numerous advantages over the previous system; however, we have seen a slow adoption rate amongst our clients. In an effort to make better use of these benefits, Inflow has made it part of our onboarding process.

Here are the top benefits for setting up your company’s Business Manager.

  1. Get access to Pages and ad accounts without being friends with your coworkers on Facebook.
  2. More securely share and control access to their ad accounts, Pages and other assets on Facebook.
  3. No more shared logins and changing passwords.
  4. Easily add employees and agencies to your account.
  5. Easily remove employees and agencies to your account.
  6. Grant different permission levels based on business objectives
  7. Manage multiple pages and ad accounts from one Business Manager.
  8. Stay organized by grouping your pages and accounts into projects.

With all these new features available, we’re going to walk you through how your company can take advantage of them by setting up your Business Manager.

Facebook Business Manager – Part 1

The setup process is only a couple of steps, but you need to make sure that you have the right person setting it up. Facebook recommends the primary admin be in charge of setting up the Business Manager. For smaller companies, this may be the CEO and for larger companies this may be the CMO, Marketing Director or Social Media Manager. This person will be responsible for inviting users, granting them access to manage work pages or accounts and getting the billing information set up (if needed).

If this sounds like you, then navigate to Business.Facebook.com to begin. Then scroll down to the bottom and click the “Get Started” button.

Step 1 – Getting Stared

Facebook will guide you through the process so carefully follow their instructions. Here is the information you need to get started.

Business Manager - Step 1

Step 2 – Info About Your Business

Answer these four questions to provide Facebook with some basic information about your Business Manager. Remember:

  • You will probably select Advertiser if you are not an App Developer. It is highly recommended that the company set up and own its Business Manager rather than having an agency set it up for you. It’s better to grant an agency access than have them own it on your behalf.
  • Then, choose your industry category (as close as you can) from the drop down. This will have no bearing on your actual company page.
  • Select how many people will be working in your Business Manager. This includes company employees and agencies.
  • Select how many pages you want connected. These are Facebook pages that your business will manage and/or run ads on.

Business Manager - Step 2

Step 3 – Business Name and Page

Now, type in your business name. Please note this how it will appear in Business Manager so make sure it’s accurate if you plan on working with agencies. It will make their life easier when trying to work on your account.

Select the primary page you want to connect to this Business Manager. According to Facebook, “this is the Facebook Page that best represents the business you work for, and isn’t a personal or client Page.” If you are the admin of multiple business pages, select the primary one right now and add the others later (see below). Remember that you must have access to at least one business page or you will have to create one.

Business Manager - Step 3

Step 4 – Your Business Manager Profile

The last step is to enter your personal information exactly how you want it to appear in the Business Manager. In case you were wondering, other users will not have access to your personal Facebook profile nor will your activity show in the manager.

Business Manager - Step 4Now that you have your initial Facebook Business Manager set, up you should see a homepage with your company’s branding. Here’s what Inflow’s homepage looks like (yours should look similar, but with your branding).

Inflow Business Manager Home

This section provides quick access to your company’s business page(s) and ad account(s). If you plan on running ads, you will soon see an overview dashboard of your account’s spend and impressions. If you have multiple ad accounts, you can also filter down to see selected accounts without going to Ads Manager.

Business Manager Dashboard

Business Manager Set Up – Part 2

Congratulations, you just completed Part 1 of setting up your account, and you still have a little bit more to go. It’s now time to finish setting up your Business Manager and familiarizing yourself with the layout. Start by clicking on the Settings Tab in the upper left next to the Home Tab.

You should see your account navigation with People at the top. I’m going to walk you through each tab so you can know what to expect and where to find certain information.

Business Manager - Left Nav

People – This is where you can add people who will be working on your Pages and ad account. To add someone, click on Add New Person and you will see a pop-up that gives you the option to add someone as an Admin or Employee by entering their email address. Facebook recommends adding their work email address. This is good advice, especially if you don’t know their personal Facebook email.

Business Manager Add New People

Once you make your selection, you can choose which pages and accounts this person can access. Keep in mind to pick the proper role that will allow that person to do their job.


Facebook has made it easier for you to manage multiple pages without having to switch between different profiles. The major benefit of adding Pages to your Business Manager is so you can have everything you work on in one place. Another advantage is seeing who has access and what permissions they have for the company’s Facebook page(s).

Again, you can assign pages to people by picking through a couple of options that best fits that person’s job duties. Here is what each role can assess on a page. Remember, you can always change this later.

Business Manager Roles for Pages

Ad Accounts

The process here is just like adding people. You will need to click on Add New Ad Account. From here, you are presented with three options:

  • Create a new account – do this if you have never set up an ad account before.
  • Claim an ad account – do this if you already have an existing ad account and you just want to pull it into this Business Manager. Keep in mind that you can’t claim an ad account that’s owned by another Business Manager.
  • Request access to existing ad account – this is mainly for agencies or businesses that need access to an existing ad account.

Another feature to the Ad Account is the ability to once again assign people with varying access levels. Here is what each role can access on a business ad account.

Business Manager Roles for Ad Accounts

Product Catalogs

Another cool feature of Facebook Business Manager is uploading a product catalog. The catalog is essentially a product feed very similar to Google Merchant Center. Once you set it up, you can serve ads based off of your website products to potential customers.

Here’s how Facebook defines a product catalog:

“A product catalog, sometimes called a product feed, is a list of products you would like to advertise on Facebook. Each product in the list has specific attributes which can be used to generate an ad- a product ID, name, description, landing page URL, image URL, availability, and so on.

Many retailers and eCommerce businesses already use product feeds to keep their inventory up to date on their website or to advertise on shopping websites across the web. We support many existing product catalog formats, and in many cases you will be able to export your feeds from other services and upload them directly to Facebook.”

Pro Tip – Combine your product catalog with your Facebook custom audiences to serve dynamic products ads to previous website visitors.

Payment Methods

This is where you can enter in your billing information for your business and then link it to an ad account. If your ad account is already set up, then you will need to add your payment information to that specific ad account by selecting View Payment Methods under that account.


 Projects help people on your team navigate between related Pages and ad accounts and make it easier to assign people to the assets they need to work on.

  • Each Page and ad account can only have one project.
  • You can always edit projects or remove assets from a project.


If you are working with an agency, as an admin, you can give them access to Pages, ad accounts, apps or product catalogs.

For example, you can give an agency access to a Page, which will add the Page to the agency’s Business Manager. The admin for the agency’s Business Manager can then assign people at the agency to work on the Page.

Shared Logins

Facebook has switched gray accounts (shared login accounts) to a “read-only” status, forcing companies and agencies to use their personal logins to access accounts and pages. They want everyone to use their personal account to confirm their identity. If you’re still using a shared login, then it’s time to start using Business Manager to its full potential, because on June 1, you will no longer be able to use shared accounts on Business Manager.


You can manage all of your requests by checking here. You’ll receive a notification that you can choose to accept or decline if another Business Manager wants access to any of your Pages, ad accounts or other assets.


You can see all your business information in this section. This is also where you would go if you want to change your Business Manager name or update your primary page. Lastly, this is where you can delete your Business Manager. Just remember, you will lose all of your historical data so make sure you download everything before you delete it.

Final Thoughts

Facebook is really trying to keep businesses happy by understanding their pain points when managing pages and ad accounts. To that end, Business Manager solves a lot of companies’ concerns with user access and permissions by having everything in one central location for the company admin.

While Facebook has made parts of management a lot easier and streamlined, it can still leave you with a huge headache. Here at Inflow, we have a love-hate relationship with Business Manager. But we understand how beneficial it is for companies that have lots of moving parts and just need one central place to manage their Facebook operations.

How about you? Do you like Business Manager? Have you had any trouble or confusion setting it up? Are you stuck somewhere? Leave us a comment and let us know about your experience using Facebook’s Business Manager.


About JD Prater 1 Article
With over five years of Paid Search experience, JD has held both in-house and agency roles. Joining Inflow as a Paid Search Specialist allows him to practice cutting-edge paid search strategies and management for clients across a variety of industries. He draws on his background in Political Science to gain actionable insights by extrapolating data to better understand human behavior for his clients. His PPC expertise includes Google, Bing, Yahoo, Facebook, Twitter, Linkedin and, Pinterest. He manages accounts with spend from $5K to six-figure monthly budgets worldwide.