Setting up a Facebook Business Manager (now called Meta Business Manager) properly requires a structured approach to centralize your business assets, manage permissions, and enable advertising across Meta platforms like Facebook and Instagram. The process begins with creating the account using a verified personal Facebook profile, then systematically adding business assets such as Pages, ad accounts, and Instagram profiles. Proper setup ensures secure collaboration, streamlined operations, and compliance with Meta’s policies to avoid restrictions.

Key findings from the sources include:

• A personal Facebook account is mandatory to create Business Manager, and it must be verified to prevent future ad restrictions ^[3][7][8]
• The setup involves three core steps: creating the Business Manager account, adding business assets (Pages, ad accounts, Instagram), and assigning user roles/permissions ^[1][2][10]
• Verification is critical—both for the personal profile and the business—using legal documents to prove authenticity and avoid account limitations ^[3][4]
• Business Manager allows centralized control of multiple clients, ad accounts, and team members, with granular permission settings ^[6][9]

Proper Setup of Facebook Business Manager

Creating the Business Manager Account and Initial Configuration

To start, you must have an active, verified personal Facebook account—this is non-negotiable, as Meta requires it to anchor your Business Manager ^[3][7][8]. Avoid using newly created personal accounts, as Meta’s algorithms may flag them for suspicious activity, leading to restrictions ^[4]. The account creation process begins at business.facebook.com, where you’ll log in with your personal credentials before proceeding.

Once logged in, follow these steps to configure the account:

• Name your Business Manager after your actual business or agency. Use the legal business name to align with verification requirements later ^[1][10].
• Example: If your business is "Smith Marketing LLC," use that exact name rather than a generic placeholder.
• Enter your business email—this should be a professional email tied to your domain (e.g., [email protected]) rather than a personal email like Gmail ^[7][10].
• Select your business category from Meta’s predefined list (e.g., "Advertising/Marketing," "E-commerce," "Local Business"). This helps Meta tailor features to your needs ^[1].
• Set your primary Page if you already have a Facebook Page for your business. If not, you’ll need to create one separately and link it later ^[1][9].
• Configure preferences such as time zone, currency, and notification settings. These cannot be changed later, so choose carefully ^[8].

After submission, Meta will send a confirmation email to the provided business address. Click the verification link to activate the account. Note that incomplete or inaccurate information at this stage can delay verification or trigger reviews ^[3].

Adding Assets and Verifying Your Business

With the Business Manager account created, the next critical step is adding and verifying business assets. This includes Facebook Pages, ad accounts, Instagram profiles, and other tools like Meta Pixel. Failure to properly link these assets can result in limited functionality or ad disapprovals ^[1][10].

Adding Facebook Pages and Ad Accounts

• Claim or create a Facebook Page: If you already have a Page, go to Business Settings > Accounts > Pages and select "Add Page." Enter the Page name or URL to claim it. If you don’t have a Page, create one first via facebook.com/pages/creation ^[1][9].
• Tip: Ensure the Page role assigned to your Business Manager is "Admin" to avoid permission issues later.
• Create an ad account: Navigate to Business Settings > Accounts > Ad Accounts and click "Add." Select "Create a new ad account" and fill in details like account name, time zone, and currency. Meta allows up to 5 ad accounts by default, but this limit can increase with verification ^[8][10].
• Warning: Do not create multiple ad accounts rapidly, as this can trigger Meta’s fraud detection ^[4].

Linking Instagram and Other Assets

• Connect Instagram: Go to Business Settings > Accounts > Instagram Accounts and click "Add." Log in with your business Instagram credentials. If you don’t have a business Instagram, convert a personal account to a Professional Account first via Instagram’s settings ^[9][10].
• Set up Meta Pixel: For tracking website conversions, go to Events Manager in Business Settings, create a Pixel, and install the code on your website. This is essential for retargeting and performance measurement ^[9].

Business Verification Process

Verification is mandatory for full access to ad features and higher spending limits. Meta requires:

• Legal business documents: Upload articles of incorporation, business licenses, or tax files (e.g., IRS EIN letter for U.S. businesses) ^[3].
• Matching information: Ensure the business name, address, and contact details in your documents exactly match what’s entered in Business Manager ^[7].
• Review timeline: Verification typically takes 3–7 business days, but delays can occur if documents are unclear or mismatched ^[3].

• Using personal documents (e.g., driver’s license) instead of business documents ^[4].
• Submitting low-resolution or cropped scans of legal files ^[3].
• Changing business details (e.g., name or address) mid-verification, which resets the process ^[10].

Managing Permissions and Team Access

Business Manager’s core advantage is its granular permission system, allowing you to control who accesses what without sharing login credentials ^[6][9]. Misconfiguring permissions can lead to security risks or operational bottlenecks, so follow these steps:

• Invite team members: Go to Business Settings > Users > People and click "Add." Enter the person’s work email (not personal Facebook email) and assign a role:
• Admin: Full control over the Business Manager, including adding/removing assets and users ^[8].
• Employee: Limited access based on assigned tasks (e.g., "Advertiser" for ad creation, "Analyst" for reporting) ^[1].
• Best practice: Start with the least permissive role and escalate as needed.
• Assign asset-specific permissions: For each Page, ad account, or Pixel, you can specify who can edit, view, or manage it. For example:
• A social media manager might need "Page Admin" access but only "Advertiser" access to the ad account ^[9].
• An external agency should be added as a "Partner" via their Business Manager ID (found in their Business Settings) rather than as an individual user ^[6].
• Enable two-factor authentication (2FA): Require all admins to enable 2FA via Security Center in Business Settings to prevent unauthorized access ^[10].

• Create a separate Business Manager for each client if they require full isolation, or use one Business Manager with client-specific asset groups ^[6].
• Use Business Manager’s "Request Access" feature to ask clients to share their Pages/ad accounts with you, rather than requesting their login credentials ^[9].
• Document all permissions in a spreadsheet to track who has access to what, especially when team members or clients change ^[8].