This document explains Facebook advertising permissions and how they relate to user accounts, pages, and ad accounts. It uses an example of Joe, Karen, and their company to demonstrate how permissions work. The key points are: - Every Facebook user account has an associated ad account - As admins of pages, users can run ads for those pages using any ad accounts they have access to - For advertising to work properly, the user account needs the correct permissions for the relevant ad accounts and pages

1. Facebook advertising
permissions explained
Sven Hamberg
Product manager, Qwaya
April 2013
© Qwaya AB 2013

2. Working with Facebook ads often involves
dealing with Facebook’s permission system
for ad accounts and pages

3. It can get quite confusing if you are depending
on more than one Facebook user account

4. This deck takes a stab at explaining the basics
with a somewhat trivial example

5. Let’s get started!

6. Meet Joe, Karen and the Company
Joe Karen the Company

7. They all have Facebook user accounts
Joe Karen the Company

8. Joe and Karen have personal accounts
Personal accounts have profile pages and represent real people on Facebook
Joe Karen the Company
(personal account) (personal account)

9. The Company has a business account
Business accounts have no profile pages and are not visible on Facebook
Joe Karen the Company
(personal account) (personal account) (business account)

10. Every Facebook user account owns an ad account
Access to the ad account can be shared with other Facebook user accounts
Joe Karen the Company
(personal account) (personal account) (business account)
Joe owns Karen owns The Company owns
Joe’s ad account Karen’s ad account The Company’s ad account
Joe’s ad account Karen’s ad account the Company’s ad account

11. Joe has given Karen access to his ad account
Karen can publish ads and see statistics for Joe’s ad account
Joe Karen the Company
(personal account) (personal account) (business account)
Joe owns Karen owns The Company owns
Joe’s ad account Karen’s ad account The Company’s ad account
Joe’s ad account Karen’s ad account the Company’s ad account

12. The Local store and the Brand are pages
Pages can represent anything on Facebook, from brands to athletes and artists
the Local store (page) the Brand (page)
Joe Karen the Company
(personal account) (personal account) (business account)
Joe owns Karen owns The Company owns
Joe’s ad account Karen’s ad account The Company’s ad account
Joe’s ad account Karen’s ad account the Company’s ad account

13. A Facebook page has no owner, it only has admins
Admins can post updates as the page, as well as advertise for it
the Local store (page) the Brand (page)
Karen is admin for the pages
Joe is admin for the The Company is admin for
‘the Local store’ and
page ‘the Local store’ the page ‘the Brand’
‘the Brand’
Joe Karen the Company
(personal account) (personal account) (business account)
Joe owns Karen owns The Company owns
Joe’s ad account Karen’s ad account The Company’s ad account
Joe’s ad account Karen’s ad account the Company’s ad account

14. All advertising permissions revolve
around the Facebook user account
As an admin for a page, the advertiser can run ads for it
with any of the ad accounts s/he has access to
the Local store (page) the Brand (page)
Karen is admin for the pages
Joe is admin for the The Company is admin for
‘the Local store’ and
page ‘the Local store’ the page ‘the Brand’
‘the Brand’
Joe Karen the Company
(personal account) (personal account) (business account)
Joe owns Karen owns The Company owns
Joe’s ad account Karen’s ad account The Company’s ad account
Joe’s ad account Karen’s ad account the Company’s ad account

15. Joe can advertise for the Local store
with Joe’s ad account
the Local store (page) the Brand (page)
Karen is admin for the pages
Joe is admin for the The Company is admin for
‘the Local store’ and
page ‘the Local store’ the page ‘the Brand’
‘the Brand’
Joe Karen the Company
(personal account) (personal account) (business account)
Joe owns Karen owns The Company owns
Joe’s ad account Karen’s ad account The Company’s ad account
Joe’s ad account Karen’s ad account the Company’s ad account

16. The Company can advertise for the Brand
with the Company’s ad account
the Local store (page) the Brand (page)
Karen is admin for the pages
Joe is admin for the The Company is admin for
‘the Local store’ and
page ‘the Local store’ the page ‘the Brand’
‘the Brand’
Joe Karen the Company
(personal account) (personal account) (business account)
Joe owns Karen owns The Company owns
Joe’s ad account Karen’s ad account The Company’s ad account
Joe’s ad account Karen’s ad account the Company’s ad account

17. Karen can advertise for the Local store
and the Brand with Joe’s ad account
and Karen’s ad account
the Local store (page) the Brand (page)
Karen is admin for the pages
Joe is admin for the The Company is admin for
‘the Local store’ and
page ‘the Local store’ the page ‘the Brand’
‘the Brand’
Joe Karen the Company
(personal account) (personal account) (business account)
Joe owns Karen owns The Company owns
Joe’s ad account Karen’s ad account The Company’s ad account
Joe’s ad account Karen’s ad account the Company’s ad account

18. So for everything to work out, the Facebook user
account must have the right permissions
the Local store (page) the Brand (page)
Karen is admin for the pages
Joe is admin for the The Company is admin for
‘the Local store’ and
page ‘the Local store’ the page ‘the Brand’
‘the Brand’
Joe Karen the Company
(personal account) (personal account) (business account)
Joe owns Karen owns The Company owns
Joe’s ad account Karen’s ad account The Company’s ad account
Joe’s ad account Karen’s ad account the Company’s ad account

19. Hope that helped!
If you’re an advertiser handling multiple Facebook user accounts
our Facebook ads tool might be for you
Try for free at Qwaya.com
Icons from Martin Berube, IconCreme