A blog about data-driven marketing.

EasyAutoTagging – Built to Automate Campaign Tagging & Tracking at Scale

Learn More

A Complete Facebook Business Manager Guide [2019]

What is the Facebook Business Manager and why should you use it? For one thing, it’s a valuable tool to have in your arsenal especially if you are managing multiple if not many ad accounts, pages and pixels across a team.

However, it can be confusing to get started.

So let’s take a closer look at all of the Facebook Business Manager features to give you a concise overview of how it can serve rather than confuse ūüėē you.

A quick note before we get started:

In this post, I will focus on Business Settings within the Facebook Business Manager since it contains a wealth of settings and options to review by itself. I cover all of the Facebook Ads Manager features in this complete guide.

Let’s dive right in.


Why Should I use the Facebook Business Manager?


On the whole, if you are managing multiple Facebook pages, ad accounts or apps across clients and if you are working with a team of people you want to be using the Business Manager to stay organized and maximize efficiency in managing and keeping track of all the moving pieces in one central location.


What is Facebook Business Manager?


The Facebook Business Manager is a tool that helps you manage all of your business ad accounts, pages, and assets in a single place across multiple people. It’s mostly a centralizes hub that allows you to tie together (think projects) all of your clients accounts managing the interconnecting pieces from a Facebook Page to the Facebook Pixel in an efficient manner. You can also group assets into a line of business to leverage Facebook‚Äôs new attribution tool.


Where can I find the Facebook Business Manager?


To find the Business Manager go to and log in using your Facebook credentials.

Unless you are invited to an existing Facebook Business Manager or you do not have one of your own, you will be prompted to create one.


How do I create a Facebook Business Manage?


Follow the below steps to set up your Facebook Business Manager:

  1. Make sure you have an active Facebook profile that is an admin of the primary business Facebook Page.
  2. Go to
  3. Click Create Account in the top right corner
  4. Log in using your Facebook credentials
  5. Enter a name for your business
  6. Select your primary Facebook Page your name and email address
  7. Complete the remainder of the onboarding flow


Note: If you have more than one Facebook Business Manager or have been added to an Agencies Business manager and go to you will be redirected to a home page prompting you to select a business you are associated with. If this is the case and you are still looking to create a new Facebook Business Manager make sure to go to instead.


As you can see it’s relatively simple to get your Business Manager set up. Now that your account is¬†created let’s dive right in and start getting familiar with each section of the business manager so that you can begin to manage multiple Ad Accounts, Facebook Pages, Apps, Pixels and more efficiently.


Facebook Business Manager – Overview




The Facebook Business Manager home page gives you a snapshot across all clients for Pending Requests, Ad Accounts, Pages and Catalogs.

You can also favorite any Page or Ad Account that you frequently access.

The navigation on the left is a way to access additional Facebook Ad assets quickly.

Across the top, you can navigate to Facebook Ad Account Overview and Page Activities tabs.

Let’s take a look at Ad Account Overview and Activity tabs next.


Facebook Business Manager - Home


Ad Account Overview


On the Ad Account Overview tab, you can get a general overview of Ad Account performance across all clients.

The Graphs display Total spend and Total Impression over time and the report table presented below can be customized to your liking.


Facebook Business Manager - Ad Account Overview




The Activity page displays recent role changes for all people in your Facebook Business Manager so you can quickly identify and ensure the right people are active across connected ad accounts.


Facebook Business Manager - Activity


Now that we have covered the Facebook Business Manager overview let’s dive into the Business Settings.


Facebook Business Manager – Business Settings


To access the business settings, you can either click on the gear icon or the Business Settings button on the top right.


Facebook Business Manager - Access


Or expand the Hamburger menu on the top left and go to Business Settings under the Settings column.


Facebook Business Manager - Access


Facebook Business Manager – Users


Users consist of three sub-categories:

  • People
  • Partners
  • System Users

Let’s take a closer look at each one of these sub-categories.




Under people, you can manage existing Business Manager users and invite new users that you can then assign to single or multiple pages, ad accounts properties catalogs or apps.


Quick side note: For clarities sake let’s take a closer look and define each asset:

Pages РThis is the business Facebook Page

Ad Account РAd Account refers to any Facebook Ad Account connected to the Facebook Business Manager.

Properties РWith Properties you can group multiple assets under a brand. For example, if a particular brand has a website, android app and an IOS app and Facebook Pixel you can group all of these into a single property for combined reporting and management.

Catalogs РYour online catalog typically connects to your product feed tied to an ecommerce store

Apps РAny connected Facebook apps




In the Partner section, you can ad partners to the Business Manager. Partners can be agencies or third-party partners such as CallRail for custom integrations.

To assign a Partner you need to be an admin, your partner must have a Business Manager, and you need your partner’s business ID.


System Users


System Users are only applicable if you are connected to an app; hence not all accounts will have access to system users. According to Facebook:

‚ÄėSystem users represent servers or software that make API calls to assets owned or managed by a Business Manager.‚Äô


Facebook Business Manager – Accounts


Accounts consist of six sub-categories:


  • Pages
  • Ad Accounts
  • Apps
  • Instagram Accounts
  • Line of Business
  • Projects


Let’s take a closer look at each one of these sub-categories.




Under the page tab, you can see a list of pages added the Facebook Business Manager and users that have are assigned to each page.

Here you have the option of adding or removing users from individual Facebook pages or changing the level of user permission.

You can also add new Facebook Pages that you are an admin of, request access to a new page (once you request access the admin of the page will receive a notification to accept this request) or create a new page.


Facebook Business Manager - Pages


Ad Accounts


The Ad Accounts section is similar to Pages and allows you to get a birdseye view of all Ad Accounts connected to the Facebook Business Manager and enables you to manage user and permission levels for each.

You can also add an Ad Account by claiming one you are an admin of, requesting access (the easiest way to do this is to have the client share their ad account ID so that you can send out a request) or creating a new ad account.


Facebook Business Manager - Ad Accounts




Under Apps, you can manage all assets associated with the app including People, Partners, Ad Accounts and Line of Business.


Facebook Business Manager - Apps


Instagram Accounts


The Instagram section is pretty straightforward it lets you assign Instagram Accounts to Ad Accounts and also lets you invite partners to work with your Instagram account.


Facebook Business Manager - Instagram


Line of Business


Lets first define the Line of Business. A line of business is where you can group all ad accounts, assets, pixels, offline events to a specific business.

This line of business can then be used for Facebook Attribution reporting. Just keep in mind that  Facebook will only collect data moving forward from the date that the line of business was created.

So back to the Facebook Business Manager the Line of Business tab lets you manage all assets and ad accounts across your Lines of Business.


Facebook Business Manager - Line of Business




What are projects anyway? Projects are similar to lines of business; however, they are not connected to Facebook Attribution. You can think of Projects as a folder that you can create per client so that when a team member joins you can add them to a project rather than each ad account and asset.

Projects are great for managing many accounts across a larger team.

Note: You can only add each asset to one project. However, you can change their assignment at a  later date.


Facebook Business Manager - Projects


Facebook Business Manager – Data Sources


Data Sources consist of six sub-categories:


  • Catal0g
  • Pixels
  • Offline Event Sets
  • Custom Conversions
  • Event Source Groups
  • Shared Audiences


Let’s take a closer look at each one of these sub-categories.




The catalog consists of your products/items that you can connect to your Ecommerce store typically through a dynamic product feed. You can manage all of your catalogs here and add people, assign partners such as giving other business access to the catalog, add items or associated sources.

Associating sources means to associate a pixel or app with the catalog so that dynamic ads can be automatically personalized based on customer behavior.


Facebook Business Manager - Catalog




Under pixels, you can manage pixels in one central location across all clients, and you have the option to ad people or assign one or multiple pixels to a specific partner, ad account or line of business.


Facebook Business Manager - Pixel


Offline Event Sets


Under Offline Event Sets you can assign offline events to ad accounts. You can also assign an Offline Event Set to people, partners and a line of business.

To clarify you do not set up offline conversions in this section. Offline Event Sets in the Business Manager is where there to assign and track your ad account. If you want to learn more about setting up offline conversions, Facebook provides some documentation on getting started with offline conversion tracking.


Facebook Business Manager - Offline Event Sets


Custom Conversions


When you set up the Facebook Pixel Facebook provides standard conversion, but more often than not you will end up creating custom conversions specific to your business needs.

So, to get an overview, you can now manage all of your custom conversion from the business manager and assign these across Ad Accounts, Partners and Lines of Business.


Event Source Groups


Event Source Groups are similar to Facebook Line of Business where you can group events across ad accounts, assets, pixels, offline events to a specific business but instead of using this for Facebook attribution reporting it is used for Facebook Analytics.


Shared Audiences


If you are sharing audience data such as custom audiences or Lookalike audience across accounts you would be able to access and manage them here.


Facebook Business Manager – Brand Safety


Brand Saftey consist of two sub-categories:


  • Domains
  • Blocked Lists


Let’s take a closer look at each one of these sub-categories.




Domains allow you to set domains for each Facebook Business Page as a step to verify page ownership. You cannot edit organic page post links, scheduled or live until the domain is verified. According to Facebook, this is to ensure:

‚Äė…that only the rightful parties can edit link previews that direct to your content to minimize risk of misrepresentation.‚Äô


Blocked Lists


Blocked lists are ideal for exerting greater control of where your ads are showing or blocking sites from the onset of campaigns going live if the client has an already established blacklist.

In addition, you can see where your ads can appear and have appeared if you are concerned about placement and would want to add new sites to your blocklist.


Facebook Business Manager - Blocked List


Facebook Business Manager – Registrations


News Pages РThis section is for publishers that want to register news pages with Facebook. You can read more about managing publisher registration in the Facebook help documentation.


Facebook Business Manager – Integrations


The Integrations section is where you can access your leads generated on Facebook. Moreover, you have the option to integrate with a third-party CRMs so that you can continue to nurture leads and push them down the sales funnel.

Keep in mind that default Page Admins and CRMs can access leads but once you do connect a third-party CRM  new page admins and CRMs will have to be added manually.


Facebook Business Manager – General Admin Settings


Finally, let’s review the standard admin settings you can control in the Facebook Business Manager.


Facebook Business Manager - Admin Settings



First, the Payment section is a central location to manage all payment methods and assign these to respective Ad Accounts.


Security Center


Next, in the Facebook Business Manager Security Center you can Set up two-factor authentication, manage inactive admins, Manage inactive employees and add a backup admin who can help if you happen to get locked out of your account.




Also, under the request tab, you can get an overview of sent, received and invitation requests.


Business Info


In the business info section, you can control your business settings and options for the primary business associated with the Facebook Business Manager.




To stay connected, the notification settings are pretty straightforward and allow you to control notification options.


Set up Guide


Lastly, the Setup Guide gives you access to helpful Facebook Business manager documentation. That is if you still need them after this guide. ūüėÄ



The Facebook Business Manager can be overwhelming at first. However, once you have familiarity with its features, it becomes a sweet tool for power users. Especially if you are managing multiple pages, and accounts, catalogs, and apps across clients.

Leave a comment

Your email address will not be published. Required fields are marked *