“Migrate your Shared Accounts by February 16.” Deadlines have a way of setting a fire under your feet, and this recent requirement for advertisers on Facebook certainly burned mine. For anyone advertising on Facebook that is unaware, advertisers who are using a shared login to manage a Facebook Ads Manager Account or Facebook Company Page will need to transition them into a Facebook Business Manager Account by February 16th. Facebook defines a shared login as, “one or more ad accounts or Pages using an email address and password not linked to a personal Facebook account.” Once this transition is made there are some clear benefits. However, getting everything transitioned can be a bit confusing and certainly will elicit questions from clients and co-workers. I’ll do my best to try and preemptively answer some them, and help you complete the process. If you have more questions about Facebook advertising at the end of this article, you can always check out our Digital Marketing Checklist.
What is Facebook Business Manager and Why Do I Need It?
Facebook describes Business Manager as, “a tool to help businesses and agencies manage their Facebook Pages, ad accounts and apps in one place.” Business Manager provides a single platform to manage your Facebook advertising accounts, company pages, users and their access levels, and billing. It is accessed through personal Facebook accounts as opposed to a general login. While I think the Business Manager interface is a bit cleaner, easier to use, and provides more user control options, I already was able to manage all of my client’s Ad Accounts and Company Pages in one place. I think one main reason Facebook is requiring this change is to make it easier for managers to add and remove users without needing to change the login for a shared email. For example, if an employee leaves a company and needs to be removed, now this can be done simply by removing them from Business Manager in a few clicks as opposed to changing the common password for every user of the shared login. There may be added benefits to Facebook in having their numerous advertisers logged into personal accounts all day, but it’s hard to say definitively that this was a primary motivation.
So This Will Affect Me?! What Do I Need to Do?
Like it or not, it appears if you are managing a Facebook Ads Manager Account or Company Pages using a shared login not tied to a specific user account you’ll have to transition by February 16th. For a good introductory video and to double-check if you’ll need to migrate to Business Manager you can use this informational page from Facebook as a resource. Once you understand the basics and get the green light from your clients or managers you can follow the fairly straight forward instructions on Facebook’s “Set up Business Manager” informational page. In addition, there is another brief informational video that provides a slightly deeper look into how Business Manager works here. This should answer most of your general “how to” questions.
If you are an agency, or are using one, then one important decision you may have to make is whether the agency will setup the Business Manager and proved the client access, or if the client will set it up and provide the agency access. If the client doesn’t manage their own company page or advertising in any significant way whatsoever the agency should likely be the ones to create the Business Center, and then provide the client administrative access if desired. If the client is hands on and manages their own Company Page(s) and/ or Promoted Posts then they will likely want to be the primary owner of the Business Center and provide the agency access. To do so, follow these steps once the Business Center is setup and the Ads Account and Company Page(s) are imported:
- The agency will need to have a Business Manager Account, and send the account # to the client
- In the client’s Business Manager, the client should go to the Ad Account tab and click Assign Agency
- Enter the agency’s Business Management Account number and choose a role
One question I had while completing this process was billing. One of my clients was on invoicing and I wanted to ensure billing would be transferred over when importing my ad account. I had difficulty finding an answer to my question on Facebook’s public informational materials, so I sent them an email requesting clarification. They sent me a very clear answer, along with some additional information that you may find helpful. Here are some excerpts from Facebook’s response:
“When you transition your ad accounts over to Business Manager all of the data within each ad account will transfer including all payment methods.”
After setting up Business Manager and importing any relevant Ad Accounts and Company Pages, “you’ll want to set up new people as users on your Business Manager account and assign them the proper permissions with regards to the associated ad accounts and Pages. To add a person follow these steps:
- Navigate to the “People” tab on the left.
- Click “Add new person,” you can add one person or many by entering their work emails separated by a comma.
- Choose whether to add the group or individual as a business admin or employee. The permission differences can be seen in the dialogue box.
- Next you will be prompted to grant people access to individual Pages. If you added multiple people in step 2, they will all have the permissions level you assign.
- Next you will grant people access to individual ad accounts. Again, this will apply to all the people you have invited.
- Next you will see a confirmation screen. Once you close the dialogue box, you will see a pending status for the people you invited to your business account. If you need to make edits to the permissions you granted, please do so here.”
“Setting up Business Manager may seem daunting at first, but with the structure is in place it is much easier to manage your Facebook assets.”
February 16th is right around the corner so you’ll certainly want to get started transitioning to Facebook Business Manager if you haven’t already. While I wouldn’t be surprised if you have some questions or frustrations along the way, I hope this information serves as a useful guide. Remember, a journey of a thousand miles begins with a single step so, without further ado, it’s probably time to get walking.