In a world where social media dominates the digital marketing landscape, it’s essential for businesses to understand and master the tools available. One such tool that has gained significant popularity is Facebook Business Manager.
Although it’s not strictly required to have a Business Manager to advertise on Facebook and Instagram, it is a resource that can elevate your advertising strategy to the next level.
What is Facebook Business Manager?
Facebook Business Manager, now called Meta Business Manager, is a tool that companies use to manage their presence on Facebook and Instagram without mixing it with personal profiles. It is where you control ad accounts, pages, pixels, team access, and more.
In short, Business Manager is the control panel for your advertising and presence on Meta platforms. While it’s not mandatory, it is nearly indispensable if you work professionally with social media or performance marketing.
The difference between Business Manager and Business Suite
It’s easy to confuse Meta Business Manager with Meta Business Suite, but they serve different purposes.
Business Manager is technical, administrative, and focused on setup, access, and ownership. It’s where you manage assets, partners, and security.
Business Suite is the daily dashboard – the visual interface where you create posts, respond to messages, and review performance in a user-friendly format.
You’ll often use both: Suite for daily tasks, Manager for setup, management, and security.
Benefits of using Business Manager
- Centralized overview: Everything from pages and ad accounts to partners and pixels in one place
- Professional structure: Separate personal and professional assets – especially important for teams or agency collaboration
- Access control: Assign precise roles and permissions to employees and partners
- Data security: Protect your business with two-factor authentication, ownership settings, and activity logging
- Scalability: Designed to handle multiple accounts, brands, or clients in one system
Automation and efficiency
Through Business Manager, you have access to tools like automated rules, A/B testing, and dynamic ads. You can set up rules that, for example, automatically pause campaigns if ROAS drops below a certain level or send notifications when budget limits are approaching.
If you integrate Business Manager with external tools like Zapier, you can create automated flows for lead handling, Slack notifications, or CRM updates. This saves time and reduces manual work.
Security and access – often overlooked, but crucial
Many forget this, but access control is one of the most important reasons to use Business Manager. You can:
- Give employees access only to what they need – nothing more or less
- Quickly remove access if someone leaves the team
- Transfer or retain ownership of assets like pages, pixels, and accounts
For agencies and freelancers especially, this is essential to avoid confusion and ownership conflicts later on.
How to get started
Start by going to business.facebook.com and creating a Business Manager account.
After that, you can:
- Add your company’s Facebook page and ad account if applicable
- Create a Meta Pixel and connect it to your website
- Grant access to relevant employees and partners
- Set up events and conversion tracking
The setup doesn’t take long – but it can save you thousands of kroner and hours of confusion down the line.
What you should avoid
- Don’t run ads directly from a personal profile – you’ll lose control and transparency
- Don’t let a single employee own all assets. Use a generic company email to create the account
- Don’t forget to enable two-factor authentication for all users. It’s the minimum level of protection
The future of Meta Business Manager
Meta is heavily investing in AI and automation. We are already seeing how recommendations and audience segmentation are driven by machine learning. It’s becoming increasingly clear that Business Manager is not just an administrative tool – it’s a platform for intelligent advertising.
Integrations with WhatsApp, customer service tools, and e-commerce will make Business Manager even more central. You should regularly explore new features – and make active use of them.
Conclusion
Business Manager is far more than just ad access. It’s the key to structure, scalability, and security – and a necessity if you work seriously with Meta platforms.
- Do you have control over access, ownership, and data structure?
- Are you actively using automation and reporting tools?
- Is your setup future-proof for AI and upcoming features?
If you can’t clearly answer yes to all of these, it might be time to upgrade your setup. Feel free to comment if you have tips, questions, or if you’ve experienced pitfalls others should avoid.
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