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Business Manager
User Playbook
Table of contents
Introduction								3
How to get started with Business Manager		 5
Giving permissions in your Business Manager 		 9
Billing & payments							15
Business Manager is an essential tool for
organizations (e.g. Agency, Client Marketer, or
Facebook Marketing Partner) to share their Facebook
assets among multiple people efficiently and securely.
Whether you are new to Business Manager or just
looking to answer specific questions, this guide
should provide the information you need to make
confident decisions about your marketing operations
on Facebook.
So first things first, what is Business Manager and
how to know if it is the the right tool for you?
The Business Manager portal was created to help
organizations integrate Facebook marketing efforts
across their business and with external partners
and vendors. Business Manager is a solution
for anyone who needs to run, place, or track
Facebook and Instagram ads, or anyone managing
assets such as a Facebook Page, Instagram
account, audience list, product catalog, etc.
By having all your Facebook information in one place,
your organization can easily maintain control of your
Facebook assets, and securely manage user access
and permissions.
1.	 You have more than 1 person working on your
Facebook and/or Instagram marketing.
2.	 You need to manage multiple Facebook and/
or Instagram assets such as Facebook Pages, ad
accounts, or pixels.
3.	 You use a vendor to help create, run, or manage your
Pages or ads, and want your business to maintain
ownership of all your assets.
4.	 You want centralized control over access and
permissions to your assets.
5.	 You want to request access to other Pages, ad
accounts, and apps, or share your Pages, ads
accounts, and apps with other agencies.
Use Business Manager if
Business Manager User Playbook
Introduction
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
1.	 Retain your personal Facebook information: Business
Manager assets will remain separate from your
personal Facebook profile. You will be able to access
work or personal Facebook content through one
single account identity.
2.	 Managed control over who is working on your
Facebook and Instagram assets: Clearly see who has
access to your Pages and Ad Accounts, and remove or
change access permissions as your team, agencies, or
vendors change over time.
3.	 Work effectively and efficiently: Reduce the time
it takes to set up and manage your assets (e.g. Ad
Accounts and Pages).
Why should I use Business Manager when
I am doing fine managing my Facebook
content without it?
If you are managing a
business in real life
consider Business Manager.
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
How to get started with Business Manager
Establish who the most appropriate people to have
admin roles*
for your business. Ideally, the primary
day-to-day contacts of your marketing team, or your
business owner, can set up and manage your Business
Manager. These people should have permissions to
act on behalf of your business and to decide which
partners should have access to your assets.
It is important that all businesses have at least 2
admins. If one admin suddenly leaves the company,
there will still be a Business Manager Admin left to
help manage access to Business.
Preparing for your
Business Manager
account.
a.	 A personal Facebook account for the purposes of
confirming your identity.
b.	 A Facebook Business Page that represents your business.
If you don’t have one, you’ll be able to create a Page during
setup.
To sign-up you will need:
1
2
* More details on admin roles can be found later in this playbook.
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Login to Facebook in
your desktop browser
Open a separate tab and go to
business.facebook.com/create
to get started with “Create Account”
b. Follow the prompts to complete business
account creation.
In Business Manager Settings, go to
People in “People and Assets”
a. Add the names of 2 or more people as Business Manager
Admins, then add names of any other people as Business
Manager Employees. Use their work emails to send the invites.
b. Go to Pages and select “Add New Pages” then “Claim a Page”
• If the BM Admin claiming the Page is also a Page Admin directly on
the Page, the claim will automatically be accepted. If you are not
the Page Admin, a notification will be sent to approve the request
c. Go to “Ad Accounts”
• If you will be purchasing your own advertising and not working
with an agency you will need to Claim or Create new Ad Accounts.
For this, go to “ad accounts”
d. If you have Instagram accounts add any business
accounts using Instagram login credentials
Once you've added people and assets to
your Business Manager it's time to
assign permissions.
You can add agencies as Partners to your Business Manager. Partners can be granted any level of access to your
owned Business Manager assets. Partner agencies can then manage the individual partner-level user permissions
within their own organization's Business Manager. Your Partner agency can assign its own employee permissions to
work on your assets, so you don't have to worry about role changes within the agency.
a. Go to People and assign authorized agents to Ad Accounts
and Pages with the role permissions they need to complete
their work. There are various levels of permissions for People,
Pages and Ad Accounts. These permissions are described in
detail later in this guide.
b. Click on the Instagram Accounts tab within Business Settings
menu and connect any business Instagram accounts
If you work with an agency
Step by step set-up process for your business:
a. Enter your name and confirm your identity with
Facebook login (your personal Facebook account
information is not shared with colleagues of
your company)
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
a. Go to People and add two or more people as Business
Manager Admins, then add the rest as Business Manager
Employees.**
b. Go to Pages and “Add New Pages” then “Request Access
to a Page”
• Choose the appropriate level of Page Admin access necessary
for your employee(s) to perform their work
c. Go to “Ad Accounts”, then Claim or Create new Ad Accounts
d. Go to Instagram and add Instagram accounts using
their login details
e. Alternatively, if your agency clients have in their own
Business Manager, they can grant you access by adding your
agency partner ID to their Business Manager settings
Once all those People and
Assets are in your Business
Manager
Go to People and assign employees to Ad
Accounts and Pages, then Instagram
accounts to Ad Accounts
Step by step set-up process if you are advertising
on behalf of a business (example: Agency)
Login to Facebook
in your desktop
browser
Open a separate tab and go to
business.facebook.com/create
to get started with “Create Account”
a. Enter your name and confirm your identity with
Facebook login (your personal Facebook account
information is not shared with colleagues of
your company)
b. Follow the initial business creation steps/flow
(name of the business etc..)
In Business Manager Settings, go to
People in “People and Assets”
** More details on roles can be found later in this guide.
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
During the set up process, you will use your
personal Facebook identity to connect with your
Business Manager. Colleagues will not be able to
view non-public items on your Facebook
profile unless you are separately friends
on Facebook.
We require individuals to use personal logins
and maintain security for our business
clients. Individual personal identities provide
transparency by allowing you to see who makes
each change to account assets. If an unusual
action is discovered you can easily reach out to
the individual who made the change. This level of
detail is not possible when single user accounts
are shared among multiple people.
In addition, Facebook does not permit sharing of
personal accounts and credentials.
The Facebook Operations Team actively removes
accounts in violation of Facebook terms and
agreements. If you are using a shared or fake
identity, this account could be disabled and
disrupt your business operations.
For complete Facebook Terms and Policies visit
https:/facebook.com/policies
Privacy and Security
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is
actively being developed and elements of this guide may differ slightly from the live product.
Assigning permissions to people in your business and
those who may act on behalf of your business is one
of the most important elements of Business Manager.
The different access levels allow you to have better
control of your assets and information.
You, and other members of your organization, likely
already have access to certain Facebook assets using
your personal Facebook accounts. When you create
a Business Manager you will be setting up a separate
system of user management. So, what happens with
the assets you already created (e.g. Pages, ad
accounts, pixels, etc.)?
All existing personal account connections to
assets will still exist after your Business Manager
is created. For example, if you had access to
a Facebook Page before creating or joining a
Business Manager, you will still have access to
this Page. Business Manager is a separate system
of permissions for business assets while leaving
existing user access unchanged.
We strongly suggest you move all user permissioning
to your Business Manager. Managing two layers of
user access can lead to confusion. For instance, if an
employee leaves your company you might remove
them from your Business Manager, but forget that
the departing employee also had direct access to
several Facebook Pages.
Giving permissions in your Business Manager
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
TIP Every person should use their individual Facebook account to get any
type of role in Business Manager. By only granting access to true accounts,
Business Manager Admin can identify who is doing what on behalf of the
business.
Layer 1 Business Manager specific
This layer includes people who should be allowed
to interact either as a Business Manager Admin or a
Business Manager Employee.
Layer 2 Across Facebook ads products
This level allows you to connect all your Facebook
and Instagram assets and people together inside
your Business Manager.
Business Manager
Admin
Business Manager
Employee
Layer 1: Business Manager specific
Layer 2: All of Facebook
Facebook
Pages
Business Manager
Ad Accounts
Instagram
Ad Accounts
Others
(apps, pixels, Audiences)
Finance
Primary permissioning layers
Before we explain roles across assets it is important to understand the two layers of access within
Business Manager.
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
TIP Ideally, there should always be at least two active Business Manager
Admins. This way, should one Admin leave the business, there is still
another person who can assign new Admins, and continue to manage
advertising for all assets.
Layer 1, Business Manager specific
Business Manager Roles
View business settings
Change business settings
Add/remove employees
Manage employees permissions
Be assigned to Ad Accounts/Pages
Add Pages/Ad Accounts
Business Admin Business Employee
Business Admin
Can control all aspects of Business
Manage including modifiying or
deleting the business and adding or
removing people from the
employee list
Business Employee
Can see all of the information in the
business settings and be assigned roles
by business admins, but can’t make
any changes
There are 2 types of roles to consider within the Business Manager layer.
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Layer 2, across Facebook assets
Page Roles
Manage Admin Roles & Page settings
Edit the Page and Add Apps
Create posts as the Page and delete posts
Respond to and delete comments
Send messages as the Page
Create ads
View insights
Page Admin Page Editor Page Moderator Page advertiser Analyst
Page Admin
Can manage all aspects
of the Page including
sending messages and
posting as the Page,
creating ads, viewing
insights and assigning
Page roles
Page Editor
Can edit this
page, send
messages and
post as the Page,
create ads and
view insights
Page Moderator
Can respond to and
delete comments on
the Page, send
messages as the
Page, create ads and
view insights
Page advertiser
Can create ads for the
Page and view insights
Analyst
Can view insights
Facebook Pages (also applies for Instagram accounts and Apps)
Pages are assets on Facebook that are controlled
by the business they represent. Pages can only be
claimed by one Business Manager, but they can
have multiple Partner or individual accounts to buy
ads. There are 5 different types of permission roles
available. These roles can be assigned to individuals in
your business or Partner accounts (separate Business
Managers) who request access to your Page.
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Layer 2, across Facebook assets
Ad Account Roles
View Ads
Access reports
Create and edit Ads
Edit funding source
Manage admin permissions
Admin Advertiser Analyst
Admin
Can manage all aspects
of campaigns, including
creating reports, viewing
and editing billing and
assigning Ad account roles
Advertiser
Can create and
edit ads using the
payment method
associated with
the Ad account
Analyst
Can view ad performance
View financial details and business info
View invoices
View account spending details
View payment methods
Complete credit application
Edit financial details and business info
Edit invoices
Edit account spending details
Change payment methods
Finance AnalystFinance Editor
You can assign these roles to someone by going to
Business Manager Settings -> People and Assets -> People
Ad accounts allow businesses to purchase
advertising on connected Pages or Apps. Every ad
account should have an associated payment method,
and an authorized person that can purchase ads
based on that account.
Ad accounts should be “owned” by the Business
Manager of the party that is managing/paying
invoices. However, the use of ad accounts can be
shared with any business advertising on behalf of
your business to allow them to run ads or perform
analytics.
Ad accounts
Finance Editor and Analyst roles in Business Manager
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
Pixels
Pixels can be shared with other Business Manager
Parters. Once you create a pixel in Business Manager,
you need to associate your pixel with an ad account.
If someone else is managing your ads for you, you
can assign them partnership to the pixel. (Click Assign
Partner and type in their business ID to give them
access to your pixel).
Apps
Apps can be claimed and owned within Business
Manager. Apps claimed by a Business Manager
receive a Business Manager ID that helps admins
identify users downloading any of their
organization’s apps.
1.	 When an app is claimed by a Business Manager
the app can then be shared with third party
partners who can manage the app settings.
2.	 An app in Business Manager can also be
connected to one or more ad accounts.
Note that developer permissions and access to
apps are managed at the app dashboard and not
through Business Manager.
Audiences
Shared audiences are a way to allow other people
access to the audiences you’ve created for your ads.
You can bulk share Custom and Lookalike Audiences
between ad accounts and/or media agencies as
long as both the sharer and recipient are tied to a
Business Manager.
•	 If an audience is shared with you, you can create a Lookalike
Audience with it, but you can’t edit or re-share it
•	 If you’re using a shared audience for an ad set and the
owner of the audience deletes it, your ad set will be made
inactive and you’ll be prompted to choose a new target
audience for it
•	 You can’t share Saved Audiences
•	 You’re not allowed to sell your audiences to other businesses
Layer 2, permissions to other assets
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is
actively being developed and elements of this guide may differ slightly from the live product.
Why do I need Payment Methods in my Business Manager?
Payment Methods are required in order to create ads on Facebook. If you do not have a Payment Method
assigned to your ad account, you will not be able to create ads.
Initial Setup Step by step process
These steps should be completed when initially setting up your Business Manager before ad accounts
and ads can be created.
Billing & payments
1. In Business settings add the payment
methods you would like to use by going to
the payments tab
2. If you are eligible for a line of credit, check to
see if your credit line is available in Business
Manager by either reaching out to your
Facebook Sales Rep or logging into
facebook.com/business/resources and
selecting the “Billing And Payments” topic.
3. Define a permission level in the Finance users roles. You
may choose between the Finance Editor role, for those
who will need to access credit lines and/or invoice details
or the Finance Analyst role for those who will only need
to view the information.
To define these roles a Business Manager Admin should
complete these steps:
a. Go to People in Business Manager and select the
person who needs the role
b. Select the edit icon next to their name
c. In the dialog box, under Finance Role, select
Finance Editor
4. Update email addresses that need to receive
invoices in Payments - Account Credit -
Invoice Emails
5. View Unpaid Delivery (balance) of credit line
and general health under Payments section in
Settings
6. Share your credit line to other Business
Managers, such as agencies, that need to
access it.
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
After your Payment Methods have been setup, you
can complete these steps for creating ad accounts
and assigning a payment method to them
(day to day).
1.	 Create a new ad account and assign a payment
method to it. Note, only the Business Manager
that owns the ad account can assign a payment
method to it.
a.	 Go to Add New Ad Account and click Create a New Ad
Account. Once a currency and time zone have been
selected, click Select payment method. Confirm that
you have selected the right payment method and
click Continue.
2.	 Assign a payment method to an existing
ad account.
a.	 Open the ad account in Ads Manager. Navigate to the
Billing and Payments section. In the Payment Methods
section, click the Add Payment Method button. Select
Payment Method from Business Manager and
click Continue.
b.	 You can reference this Help Center link for more
information - https://fb.me/bmpaymentmethods
3.	 Access Monthly Invoices in Business Manager
a.	 Invoices generated on a Business Credit Line can be
accessed by Finance Editors and Finance Analysts by
going to Business Manager Home and then navigating
to the Billing tab.
4.	 Granting an agency access to a credit line
(sequential liability)
a.	 If you have an agency that uses your credit line on
Sequential Liability, you will need to share your credit
line to their Business Manager. Once the credit line has
been shared, the agency can create the ad account and
assign it to your credit line.
b.	 To share, go to Business Manager Settings and then
navigate to the Payments section. Once there, a
Finance Editor will need to select the credit line to be
shared.
The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is
actively being developed and elements of this guide may differ slightly from the live product.

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Business manager playbook - James Gaubert

  • 2. Table of contents Introduction 3 How to get started with Business Manager 5 Giving permissions in your Business Manager 9 Billing & payments 15
  • 3. Business Manager is an essential tool for organizations (e.g. Agency, Client Marketer, or Facebook Marketing Partner) to share their Facebook assets among multiple people efficiently and securely. Whether you are new to Business Manager or just looking to answer specific questions, this guide should provide the information you need to make confident decisions about your marketing operations on Facebook. So first things first, what is Business Manager and how to know if it is the the right tool for you? The Business Manager portal was created to help organizations integrate Facebook marketing efforts across their business and with external partners and vendors. Business Manager is a solution for anyone who needs to run, place, or track Facebook and Instagram ads, or anyone managing assets such as a Facebook Page, Instagram account, audience list, product catalog, etc. By having all your Facebook information in one place, your organization can easily maintain control of your Facebook assets, and securely manage user access and permissions. 1. You have more than 1 person working on your Facebook and/or Instagram marketing. 2. You need to manage multiple Facebook and/ or Instagram assets such as Facebook Pages, ad accounts, or pixels. 3. You use a vendor to help create, run, or manage your Pages or ads, and want your business to maintain ownership of all your assets. 4. You want centralized control over access and permissions to your assets. 5. You want to request access to other Pages, ad accounts, and apps, or share your Pages, ads accounts, and apps with other agencies. Use Business Manager if Business Manager User Playbook Introduction The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 4. 1. Retain your personal Facebook information: Business Manager assets will remain separate from your personal Facebook profile. You will be able to access work or personal Facebook content through one single account identity. 2. Managed control over who is working on your Facebook and Instagram assets: Clearly see who has access to your Pages and Ad Accounts, and remove or change access permissions as your team, agencies, or vendors change over time. 3. Work effectively and efficiently: Reduce the time it takes to set up and manage your assets (e.g. Ad Accounts and Pages). Why should I use Business Manager when I am doing fine managing my Facebook content without it? If you are managing a business in real life consider Business Manager. The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 5. How to get started with Business Manager Establish who the most appropriate people to have admin roles* for your business. Ideally, the primary day-to-day contacts of your marketing team, or your business owner, can set up and manage your Business Manager. These people should have permissions to act on behalf of your business and to decide which partners should have access to your assets. It is important that all businesses have at least 2 admins. If one admin suddenly leaves the company, there will still be a Business Manager Admin left to help manage access to Business. Preparing for your Business Manager account. a. A personal Facebook account for the purposes of confirming your identity. b. A Facebook Business Page that represents your business. If you don’t have one, you’ll be able to create a Page during setup. To sign-up you will need: 1 2 * More details on admin roles can be found later in this playbook. The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 6. Login to Facebook in your desktop browser Open a separate tab and go to business.facebook.com/create to get started with “Create Account” b. Follow the prompts to complete business account creation. In Business Manager Settings, go to People in “People and Assets” a. Add the names of 2 or more people as Business Manager Admins, then add names of any other people as Business Manager Employees. Use their work emails to send the invites. b. Go to Pages and select “Add New Pages” then “Claim a Page” • If the BM Admin claiming the Page is also a Page Admin directly on the Page, the claim will automatically be accepted. If you are not the Page Admin, a notification will be sent to approve the request c. Go to “Ad Accounts” • If you will be purchasing your own advertising and not working with an agency you will need to Claim or Create new Ad Accounts. For this, go to “ad accounts” d. If you have Instagram accounts add any business accounts using Instagram login credentials Once you've added people and assets to your Business Manager it's time to assign permissions. You can add agencies as Partners to your Business Manager. Partners can be granted any level of access to your owned Business Manager assets. Partner agencies can then manage the individual partner-level user permissions within their own organization's Business Manager. Your Partner agency can assign its own employee permissions to work on your assets, so you don't have to worry about role changes within the agency. a. Go to People and assign authorized agents to Ad Accounts and Pages with the role permissions they need to complete their work. There are various levels of permissions for People, Pages and Ad Accounts. These permissions are described in detail later in this guide. b. Click on the Instagram Accounts tab within Business Settings menu and connect any business Instagram accounts If you work with an agency Step by step set-up process for your business: a. Enter your name and confirm your identity with Facebook login (your personal Facebook account information is not shared with colleagues of your company) The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 7. a. Go to People and add two or more people as Business Manager Admins, then add the rest as Business Manager Employees.** b. Go to Pages and “Add New Pages” then “Request Access to a Page” • Choose the appropriate level of Page Admin access necessary for your employee(s) to perform their work c. Go to “Ad Accounts”, then Claim or Create new Ad Accounts d. Go to Instagram and add Instagram accounts using their login details e. Alternatively, if your agency clients have in their own Business Manager, they can grant you access by adding your agency partner ID to their Business Manager settings Once all those People and Assets are in your Business Manager Go to People and assign employees to Ad Accounts and Pages, then Instagram accounts to Ad Accounts Step by step set-up process if you are advertising on behalf of a business (example: Agency) Login to Facebook in your desktop browser Open a separate tab and go to business.facebook.com/create to get started with “Create Account” a. Enter your name and confirm your identity with Facebook login (your personal Facebook account information is not shared with colleagues of your company) b. Follow the initial business creation steps/flow (name of the business etc..) In Business Manager Settings, go to People in “People and Assets” ** More details on roles can be found later in this guide. The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 8. During the set up process, you will use your personal Facebook identity to connect with your Business Manager. Colleagues will not be able to view non-public items on your Facebook profile unless you are separately friends on Facebook. We require individuals to use personal logins and maintain security for our business clients. Individual personal identities provide transparency by allowing you to see who makes each change to account assets. If an unusual action is discovered you can easily reach out to the individual who made the change. This level of detail is not possible when single user accounts are shared among multiple people. In addition, Facebook does not permit sharing of personal accounts and credentials. The Facebook Operations Team actively removes accounts in violation of Facebook terms and agreements. If you are using a shared or fake identity, this account could be disabled and disrupt your business operations. For complete Facebook Terms and Policies visit https:/facebook.com/policies Privacy and Security The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 9. Assigning permissions to people in your business and those who may act on behalf of your business is one of the most important elements of Business Manager. The different access levels allow you to have better control of your assets and information. You, and other members of your organization, likely already have access to certain Facebook assets using your personal Facebook accounts. When you create a Business Manager you will be setting up a separate system of user management. So, what happens with the assets you already created (e.g. Pages, ad accounts, pixels, etc.)? All existing personal account connections to assets will still exist after your Business Manager is created. For example, if you had access to a Facebook Page before creating or joining a Business Manager, you will still have access to this Page. Business Manager is a separate system of permissions for business assets while leaving existing user access unchanged. We strongly suggest you move all user permissioning to your Business Manager. Managing two layers of user access can lead to confusion. For instance, if an employee leaves your company you might remove them from your Business Manager, but forget that the departing employee also had direct access to several Facebook Pages. Giving permissions in your Business Manager The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 10. TIP Every person should use their individual Facebook account to get any type of role in Business Manager. By only granting access to true accounts, Business Manager Admin can identify who is doing what on behalf of the business. Layer 1 Business Manager specific This layer includes people who should be allowed to interact either as a Business Manager Admin or a Business Manager Employee. Layer 2 Across Facebook ads products This level allows you to connect all your Facebook and Instagram assets and people together inside your Business Manager. Business Manager Admin Business Manager Employee Layer 1: Business Manager specific Layer 2: All of Facebook Facebook Pages Business Manager Ad Accounts Instagram Ad Accounts Others (apps, pixels, Audiences) Finance Primary permissioning layers Before we explain roles across assets it is important to understand the two layers of access within Business Manager. The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 11. TIP Ideally, there should always be at least two active Business Manager Admins. This way, should one Admin leave the business, there is still another person who can assign new Admins, and continue to manage advertising for all assets. Layer 1, Business Manager specific Business Manager Roles View business settings Change business settings Add/remove employees Manage employees permissions Be assigned to Ad Accounts/Pages Add Pages/Ad Accounts Business Admin Business Employee Business Admin Can control all aspects of Business Manage including modifiying or deleting the business and adding or removing people from the employee list Business Employee Can see all of the information in the business settings and be assigned roles by business admins, but can’t make any changes There are 2 types of roles to consider within the Business Manager layer. The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 12. Layer 2, across Facebook assets Page Roles Manage Admin Roles & Page settings Edit the Page and Add Apps Create posts as the Page and delete posts Respond to and delete comments Send messages as the Page Create ads View insights Page Admin Page Editor Page Moderator Page advertiser Analyst Page Admin Can manage all aspects of the Page including sending messages and posting as the Page, creating ads, viewing insights and assigning Page roles Page Editor Can edit this page, send messages and post as the Page, create ads and view insights Page Moderator Can respond to and delete comments on the Page, send messages as the Page, create ads and view insights Page advertiser Can create ads for the Page and view insights Analyst Can view insights Facebook Pages (also applies for Instagram accounts and Apps) Pages are assets on Facebook that are controlled by the business they represent. Pages can only be claimed by one Business Manager, but they can have multiple Partner or individual accounts to buy ads. There are 5 different types of permission roles available. These roles can be assigned to individuals in your business or Partner accounts (separate Business Managers) who request access to your Page. The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 13. Layer 2, across Facebook assets Ad Account Roles View Ads Access reports Create and edit Ads Edit funding source Manage admin permissions Admin Advertiser Analyst Admin Can manage all aspects of campaigns, including creating reports, viewing and editing billing and assigning Ad account roles Advertiser Can create and edit ads using the payment method associated with the Ad account Analyst Can view ad performance View financial details and business info View invoices View account spending details View payment methods Complete credit application Edit financial details and business info Edit invoices Edit account spending details Change payment methods Finance AnalystFinance Editor You can assign these roles to someone by going to Business Manager Settings -> People and Assets -> People Ad accounts allow businesses to purchase advertising on connected Pages or Apps. Every ad account should have an associated payment method, and an authorized person that can purchase ads based on that account. Ad accounts should be “owned” by the Business Manager of the party that is managing/paying invoices. However, the use of ad accounts can be shared with any business advertising on behalf of your business to allow them to run ads or perform analytics. Ad accounts Finance Editor and Analyst roles in Business Manager The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 14. Pixels Pixels can be shared with other Business Manager Parters. Once you create a pixel in Business Manager, you need to associate your pixel with an ad account. If someone else is managing your ads for you, you can assign them partnership to the pixel. (Click Assign Partner and type in their business ID to give them access to your pixel). Apps Apps can be claimed and owned within Business Manager. Apps claimed by a Business Manager receive a Business Manager ID that helps admins identify users downloading any of their organization’s apps. 1. When an app is claimed by a Business Manager the app can then be shared with third party partners who can manage the app settings. 2. An app in Business Manager can also be connected to one or more ad accounts. Note that developer permissions and access to apps are managed at the app dashboard and not through Business Manager. Audiences Shared audiences are a way to allow other people access to the audiences you’ve created for your ads. You can bulk share Custom and Lookalike Audiences between ad accounts and/or media agencies as long as both the sharer and recipient are tied to a Business Manager. • If an audience is shared with you, you can create a Lookalike Audience with it, but you can’t edit or re-share it • If you’re using a shared audience for an ad set and the owner of the audience deletes it, your ad set will be made inactive and you’ll be prompted to choose a new target audience for it • You can’t share Saved Audiences • You’re not allowed to sell your audiences to other businesses Layer 2, permissions to other assets The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 15. Why do I need Payment Methods in my Business Manager? Payment Methods are required in order to create ads on Facebook. If you do not have a Payment Method assigned to your ad account, you will not be able to create ads. Initial Setup Step by step process These steps should be completed when initially setting up your Business Manager before ad accounts and ads can be created. Billing & payments 1. In Business settings add the payment methods you would like to use by going to the payments tab 2. If you are eligible for a line of credit, check to see if your credit line is available in Business Manager by either reaching out to your Facebook Sales Rep or logging into facebook.com/business/resources and selecting the “Billing And Payments” topic. 3. Define a permission level in the Finance users roles. You may choose between the Finance Editor role, for those who will need to access credit lines and/or invoice details or the Finance Analyst role for those who will only need to view the information. To define these roles a Business Manager Admin should complete these steps: a. Go to People in Business Manager and select the person who needs the role b. Select the edit icon next to their name c. In the dialog box, under Finance Role, select Finance Editor 4. Update email addresses that need to receive invoices in Payments - Account Credit - Invoice Emails 5. View Unpaid Delivery (balance) of credit line and general health under Payments section in Settings 6. Share your credit line to other Business Managers, such as agencies, that need to access it. The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.
  • 16. After your Payment Methods have been setup, you can complete these steps for creating ad accounts and assigning a payment method to them (day to day). 1. Create a new ad account and assign a payment method to it. Note, only the Business Manager that owns the ad account can assign a payment method to it. a. Go to Add New Ad Account and click Create a New Ad Account. Once a currency and time zone have been selected, click Select payment method. Confirm that you have selected the right payment method and click Continue. 2. Assign a payment method to an existing ad account. a. Open the ad account in Ads Manager. Navigate to the Billing and Payments section. In the Payment Methods section, click the Add Payment Method button. Select Payment Method from Business Manager and click Continue. b. You can reference this Help Center link for more information - https://fb.me/bmpaymentmethods 3. Access Monthly Invoices in Business Manager a. Invoices generated on a Business Credit Line can be accessed by Finance Editors and Finance Analysts by going to Business Manager Home and then navigating to the Billing tab. 4. Granting an agency access to a credit line (sequential liability) a. If you have an agency that uses your credit line on Sequential Liability, you will need to share your credit line to their Business Manager. Once the credit line has been shared, the agency can create the ad account and assign it to your credit line. b. To share, go to Business Manager Settings and then navigate to the Payments section. Once there, a Finance Editor will need to select the credit line to be shared. The content of this Playbook is updated as of June 14th 2017. Facebook’s Business Manager is actively being developed and elements of this guide may differ slightly from the live product.