As you may have noticed, the Meta business manager is complex. Its structure can be confusing and features can vary depending on the use of Meta. For example, an account that spends a lot of money on ads will unlock more features than an account that never spends money on ads.
And this is just a small example of what Meta implements. The business manager is constantly evolving and different versions can co-exist. Obviously, this does not make the subject easy to understand.
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Overview of the Meta Business Manager structure
We can divide this diagram in 3 parts:
🔎 Let's take a closer look
We can see here that the Meta Business Manager is in fact different from the Meta Business Suite and the Creator Studio.
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People and Partners
Within your Meta Business Manager, you have the Meta Ads Manager, and this is where the magic happens. You can link your Meta Ads Manager to people or partners:
Partners are other Meta Business Managers with whom you have a relationship. Either you give a partner access to your assets or you ask a partner to share their assets with you. The exchange of access is done through the IDs of each Business Manager.
People are the persons (from your company for example) who can have access to one or more assets of your Business Manager. You can add them by the email address they use to connect to their personal Facebook profile.
Once they are added, you can assign them a role:Employee Access (EA)
Admin Access (AA)
There are additional roles such as Finance Analyst, Finance Editor and Developer, but they are not relevant for the use of the SOPRISM platform.
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Assets and Accounts
You can see above that assets and accounts are separate and independent entities. For example, you can have an instagram account without having activated an ad account.
Ad Accounts are a type of asset that businesses can create within the Meta Business Manager, which allows to create, manage, and track their advertising campaigns on Facebook and its affiliated platforms. To create an ad account on Meta, you need to have a Facebook Business Manager account and a verified Facebook page that represents your business.
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Facebook Pages and Instagram Accounts are assets controlled by the company they represent. Pages can only be claimed by one company manager, but they can have multiple partner or individual accounts that access, post and purchase ads. This also applies to Instagram accounts and apps.
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Data sources
The Meta Business Manager offers various data sources that businesses can use to create, manage, and optimize their advertising campaigns. Here's a breakdown of some of the key data sources and their specific functionalities:
Catalogs are structured data files that contains information about a business's products or services. Catalogs can be used to create product sets, which are collections of products that can be used in dynamic ads on Facebook and Instagram. Businesses can upload their catalogs to the Meta Business Manager and connect them to their ad accounts, allowing them to create dynamic ads that automatically update with the latest product information.
Pixels are pieces of code that businesses can add to their website to track user behavior and optimize their advertising campaigns. Pixels can track website events such as page views, purchases, and sign-ups, and businesses can use this data to create custom audiences and retarget users who have interacted with their website. In the Meta Business Manager, businesses can create and manage their pixels, and connect them to their ad accounts to track conversions and optimize their ad targeting.
Shared Audiences is a feature in the Meta Business Manager that allows businesses to share their custom audiences and lookalike audiences across multiple ad accounts. This feature is particularly useful for businesses that have multiple ad accounts and want to avoid duplicating their audience targeting efforts. By sharing their custom audiences and lookalike audiences, businesses can create more effective advertising campaigns that reach their target audiences across all of their ad accounts.
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