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Managing Business Assets

Business assets are the core resources you own or manage within your Meta Business Manager (now often referred to as a business portfolio). These include everything from social profiles and ad tools to data trackers and e-commerce setups. Managing them effectively involves adding, claiming, or requesting access; assigning permissions; and monitoring usage—all centralized in the Business Settings section. This ensures security, scalability, and seamless integration across Meta platforms like Facebook, Instagram, and WhatsApp. Proper asset management prevents issues like access loss, data silos, or compliance violations, making it essential for businesses of all sizes. Start by navigating to Business Settings > Accounts or Data Sources to view, add, or edit assets. Remember, assets are owned by the business portfolio, not individuals, for long-term control.

Overview of asset types​

Meta Business Manager categorizes assets into various types, each serving specific functions for marketing, advertising, and operations. These are managed under Business Settings, where you can add new ones, claim existing, or request access. Here's a high-level overview of key asset types:

  • Pages (Facebook Pages): Public profiles for brands or businesses to post content, engage audiences, and run promotions.
  • Instagram Accounts: Professional profiles for visual content, stories, and direct messaging, often linked to Pages for unified management.
  • Ad Accounts: Dedicated spaces for creating, running, and analyzing paid campaigns across Meta platforms.
  • Pixels and Conversions APIs: Tracking tools for monitoring user behavior on websites or apps to optimize ads and measure conversions.
  • Catalogs and Shops: Product inventories for e-commerce, enabling tagged shopping experiences on Facebook and Instagram.
  • Apps: Meta-owned or third-party applications for integrations, like developer tools or partner services.
  • WhatsApp Business Accounts and Phone Numbers: Communication channels for customer service and messaging, integrated for business use.
  • Domains: Verified website domains for brand safety, ad delivery control, and compliance with privacy regulations.
  • Other Assets: Include audiences, offline event sets, custom conversions, or business asset groups for organizing multiple items.

Assets can be grouped into business asset groups for better organization, especially for multi-brand setups. Limits apply (e.g., up to 100 Pixels per account), and verification may be required for advanced use. Regularly audit assets to remove unused ones and maintain security.

Pages (Facebook pages)​

Facebook Pages are essential assets for representing your brand, sharing content, and interacting with followers. In Meta Business Manager, you manage them centrally to assign roles, track performance, and integrate with ads or Instagram.

Key Management Steps:

  1. Adding a Page: In Business Settings > Accounts > Pages > Add. Choose Create a new Page (for fresh setups), Add a Page (claim an existing one you own), or Request Access (for shared management).
  2. Claiming an Existing Page: Enter the Page URL or ID; ownership transfers to the business portfolio, retaining all history and followers.
  3. Assigning Permissions: Under People or Partners, grant roles like Content Creator (post and respond) or Moderator (manage comments). Avoid giving full admin to prevent risks.
  4. Monitoring and Insights: Use Meta Business Suite's Insights tab to view engagement metrics, audience demographics, and post performance.
  5. Best Practices: Link to an Instagram account for cross-posting; enable messaging for customer queries; and verify the Page for a blue badge if eligible.

Pages should align with Meta's community standards to avoid restrictions. If managing multiple, use asset groups for organization. For agencies, request access without ownership transfer.

Instagram accounts​

Instagram accounts in Meta Business Manager are professional profiles optimized for businesses, allowing advanced features like insights, ads, and shopping. They can be linked to Facebook Pages for synchronized management.

Key Management Steps:

  1. Adding an Account: In Business Settings > Accounts > Instagram Accounts > Add. Enter credentials or request access; confirm ownership via the Instagram app.
  2. Linking to a Page: In Settings, connect to a Facebook Page for unified posting and ad targeting. This enables features like Instagram Shopping.
  3. Assigning Roles: Grant permissions such as Manage Messages (for DMs) or Analyze Performance (for insights). Use employee access for team members.
  4. Switching to Professional: If personal, convert via the Instagram app first, then add to Business Manager.
  5. Monitoring: Access Inbox for DMs and comments; use Insights for reach, impressions, and audience growth.

For multi-account management, add them all to one portfolio. Note: Recent updates may allow broader access controls, so review permissions regularly to comply with privacy rules.

Ad accounts​

Ad accounts are specialized assets for handling paid advertising, including budget, targeting, and reporting. Each can have unique settings like currency and time zone, which are permanent once set.

Key Management Steps:

  1. Creating an Ad Account: In Business Settings > Accounts > Ad Accounts > Add > Create a New Ad Account. Set name, time zone, currency, and link to a Page.
  2. Claiming or Requesting: Add existing accounts by ID; request access for client accounts without ownership change.
  3. Permissions: Assign roles like Advertiser (create campaigns) or Analyst (view reports). Finance roles handle billing.
  4. Limits and Verification: New accounts have spend caps; verify your business to lift them. One portfolio can manage multiple (up to 25 for users).
  5. Integration: Link to Pixels for tracking; use Ads Manager for campaign setup.

Organize by client or campaign type for efficiency. Monitor for policy violations to avoid disables.

Pixels and Conversions APIs​

Meta Pixels and Conversions APIs are data-tracking assets for measuring website or app events, building audiences, and optimizing ads. Pixels are browser-based code; Conversions API (CAPI) is server-side for better accuracy and privacy compliance.

Key Management Steps:

  1. Creating a Pixel: In Business Settings > Data Sources > Datasets > Create Pixel. Generate code and install on your site.
  2. Setting Up CAPI: In Events Manager, integrate via partner tools or API; share events directly from your server.
  3. Combining Them: Use both for redundant tracking—Pixel for real-time, CAPI for bypassing ad blockers.
  4. Permissions: Grant access for setup (e.g., Developer role) or viewing events.
  5. Monitoring: In Events Manager, check diagnostics, aggregated measurements, and custom conversions.

Ideal for e-commerce or lead gen; comply with data privacy laws like GDPR. Up to 100 Pixels per account.

Catalogs and Shops​

Catalogs are product inventories used for dynamic ads, tagging, and Shops—Meta's e-commerce feature for on-platform shopping.

Key Management Steps:

  1. Creating a Catalog: In Commerce Manager > Catalogs > Create New. Choose type (e.g., products, hotels) and add items via upload, feed, or partner integration.
  2. Setting Up Shops: Link catalog to a Page or Instagram; enable checkout if eligible (U.S. focus).
  3. Adding Data Sources: Upload CSV/XML feeds or connect e-commerce platforms like Shopify.
  4. Permissions: Assign roles for editing items or viewing sales.
  5. Monitoring: Track performance in Commerce Manager; manage collections for curated displays.

Supports various item types; verify business for full features. Sync regularly to keep inventory accurate.

Apps​

Meta apps, third-party integrations

Apps in Meta Business Manager include Meta's own tools (e.g., developer apps) and third-party integrations for extending functionality, like CRM syncs or analytics.

Key Management Steps:

  1. Adding an App: In Business Settings > Accounts > Apps > Add. Create new or claim existing; for third-party, connect via API or partner dashboard.
  2. Integrations: Discover in the Apps section; authorize access to assets like Pixels or ad accounts.
  3. Permissions: Grant developer roles for API access; review scopes to limit data sharing.
  4. Monitoring: Check activity logs; revoke if unused to maintain security.
  5. Troubleshooting: Use Meta's support database for reconnection issues post-updates.

Useful for automation; ensure compliance with Meta's policies. Managed accounts may require special handling for integrations.

WhatsApp Business accounts and phone numbers​

WhatsApp Business accounts are relevant for customer communication, especially in regions with high WhatsApp usage. They integrate with Meta for messaging, ads, and catalogs.

Key Management Steps:

  1. Creating/Adding: In Business Settings > Accounts > WhatsApp Accounts > Add. Use the WhatsApp Business app or API; verify phone number.
  2. Linking: Connect to a Page or Inbox in Meta Business Suite for unified messaging.
  3. Permissions: Assign roles for managing messages or templates.
  4. Features: Set up auto-replies, catalogs, or Cloud API for advanced integrations.
  5. Phone Numbers: Register business numbers; comply with WhatsApp policies to avoid bans.

Ideal for support and marketing; not available everywhere—check eligibility. Review templates for compliance.

Domains and brand safety settings​

Domains are verified websites linked to your business for ad control and privacy. Brand safety settings prevent ads from appearing in unsuitable contexts.

Key Management Steps:

  1. Verifying a Domain: In Business Settings > Brand Safety > Domains > Add. Use DNS, HTML upload, or meta-tag methods; confirm ownership.
  2. Brand Safety Controls: In Brand Safety Center, set suitability levels (e.g., limited inventory), block lists for publishers, or content filters.
  3. Permissions: Admins manage; apply to ad accounts or portfolios.
  4. Monitoring: Review reports for placement issues; adjust for better reach.
  5. Best Practices: Verify early for iOS 14+ tracking; use for event configuration.

Enhances trust and compliance; required for certain ad features.