What You’ll Learn in This Guide

This guide has three parts:

1. Introduction to Facebook Business Manager.
2. How to Create a Facebook Business Manager.
   1. Business Manager Account.
   2. Ad Account.
   3. Business Page.
   4. Facebook Pixel.
3. Prepare your Facebook Business Manager for iOS updates.
   5. Verify Domain.
   6. Configure Pixel Events.
   7. Set Aggregated Events Measurement.

Introduction to Facebook Business Manager

If you want to advertise your business and take your Facebook ads strategy to the next level, creating a Facebook Business Manager correctly is the crucial step you cannot skip.

If you just started a business, you’re probably wondering: What is a Facebook Business Manager?

Facebook Business Manager is a free business tool provided by Meta (previously known as Facebook) to advertisers to manage ad accounts, pages, and teammates in one place.

It’s the tool you need to execute your advertising strategy and get people to buy your products or subscribe to your service.

The Facebook Business Manager is the tool businesses use to launch ads you see while scrolling through Facebook, Instagram, Messenger, and websites that are affiliated with the Audience Network.

Here’s an example of an ad from Toucan, a language learning app, that I got while editing this guide:

I also got 2 ads from two different companies selling the same product on the side column of Facebook: Winter boots.

I’ve interacted with a lot of shoe vendor ads, so these companies are doing a great job targeting me, as I’m still looking for a solid pair of winter boots.

To view how ads look like on different platforms, devices, and placements, check out this neat guide by Meta: Facebook Ads Design Recommendations.

In a nutshell, the Facebook Business Manager tool is the go-to place to manage your business’s online presence.

How to Create a Facebook Business Manager

After learning what a Business Manager is, what you can accomplish with it, and if your business needs one. In this part, you will learn how to create:

• Facebook Business Manager.
• Ad Account.
• Facebook Pixel.
• Facebook Business Page.

1. Creating a Facebook Business Account

Before getting started, log in to your Facebook profile: https://www.facebook.com/login.php/.

Note: Make sure that you’re logged in to the Facebook profile you want to use to manage your business on Facebook.

After you’re logged in to the Facebook Profile you want to use to run your business on Facebook, follow the steps below:

1. Go to https://business.facebook.com/.
2. Click on the Create Account button in the top right corner.

A new popup will open:

3. Enter your business name (or any name to identify your business) in the **Your business and account name **field.
4. Enter your business email in the Your business email field.
5. Click on the Submit button in the bottom-right of the popup.

Facebook will send an email to the email address you provided in the Your business email field. Open your email inbox, and look for an email from Facebook

6. Confirm your email address.

After confirming your email address, you’ll be redirected to the Facebook Settings page, where you’ll have to enter your business information.

7. Enter your business physical address in the Address field.
8. Enter your business’s phone number in the Phone field.
9. Enter your Website URL in the Website field.
10. Optional: Enter your business’s tax ID in the Tax ID field.

Now that you’ve entered all the business information necessary, it’s time to create an ad account.

2. Creating an ad account

Here’s the need-to-know information about ad accounts:

• An ad account is a business account that enables you to create and manage ads through the Facebook Ads Manager tool.
• An ad account is required to promote your business on Facebook, Messenger, and Instagram.
• Multiple people can manage the same ad account depending on the permissions and roles assigned to each individual.

To create an ad account, please follow these steps:

1. On the Business Settings page, click on the Account dropdown to reveal subsections.
2. Click on the Ad accounts tab.
3. Click on the Add button in the middle of the page to reveal a drop-down.
4. Click on the Create a new ad account option.

A new popup window will appear where you’ll be required to provide a name for your ad account, select a time zone and currency.

5. Enter a name for your ad account in the Ad account name field.

6. Select the ad account’s timezone in the Time zone field.

   Note: Later on, you’ll have the option to set a schedule for your ads to run on (start and/or end time and date), your ads will run based on the time zone you select here.

7. Select a currency in the Currency dropdown.

8. Click the Save button.

9. Check the My business option in the pop that comes next.
10. Click the Create button.

11. A new popup window will appear, select your profile then enable the Manage ad account toggle to grant yourself all permissions.
12. Click the Assign button.

The next step is to add your payment information.

13. Select your country and currency under the Location and Currency”.
14. Select the time zone of your billing address.
15. Click the Save button.
16. Optional: Enter your full business address and click on the Next button or click on the Skip button to skip this step.
17. Chose a payment method:

• Credit or debit cards (American Express, Discover, Mastercard, Visa, JCB).
• PayPal.
• Bank account (in supported countries).
• Local manual payment methods (in supported countries and currencies).

Payment methods vary based on your country. Learn more.

Facebook will use the payment method you choose to charge you for ads later.

18. Select the payment method you want to use and click on the Next button.
19. Follow the additional instructions on the screen to add your payment method.
20. Setting up a Facebook Business Page

If you’ve been using Facebook for a while, you most likely interacted with a Facebook page that represents a business you like or a public figure you adore.

If you haven’t, this is how Facebook defines Facebook pages:

Pages are places on Facebook where artists, public figures, businesses, brands, organizations, and nonprofits can connect with their fans or customers. When someone likes or follows a Page on Facebook, they can start seeing updates from that Page in their News Feed.

Source: Facebook.

This is what a Facebook page looks like:

A Facebook page is essential for advertising on Facebook. You can either add an existing Facebook or create a new one.

Add an existing Facebook page

Adding your Facebook business page to your Business Manager enables you to manage this page from your Facebook Business Manager.

It’s important to note that once you add a Facebook page to your Business Manager you’re claiming this page i. E. Facebook now recognizes that your business owns this page.

To add a business page to your Business Manager, follow the steps below:

1. On the Business Settings page, click on the Accounts tab then click on the Pages tab.
2. Click on the Add button in the middle of the page.
3. Select the Add a Page option.

4. Enter the page URL or name in the provided field.

5. Click on the Add Page button.
6. Click on the Close button.

Now that your page is added to your Business Manager Account, you can skip to the Assign Facebook Page to Ad Account section.

Create a new Facebook page

If you want to take your time here and create a great Facebook page, read our Facebook Business page creation guide.

If you don’t have a business page yet, please follow these steps to create a new Facebook page:

1. Log in to your Facebook Profile.
2. Click on the Menu icon.
3. Under Create”, click on the Page option.

4. In the Page Information section, provide the following:

• Page Name.
• Page Category.
• Page Description.

5. Click on the Create Page button.

6. Optional: Add a profile image.
7. Optional: Add a cover image.
8. Click on the Save button.

Having an** optimized Facebook page** makes it easy for prospects to trust your brand and take action.

Assign Facebook Page to Ad Account

Adding your Facebook page to your ad account enables you to launch ads with this page and promote future page posts as ads.

Now that you have a Facebook page, it’s time to add this page to your ad account.

Here’s how:

1. On your business settings page, click on the Accounts tab, then on the Ad accounts tab.
2. Click on the Open on ads Manager button.

You’ll be redirected to the Ads Manager, a free business tool provided by Meta, that enables you to create and manage your ads on Facebook, Instagram, Messenger, and WhatsApp.

3. Accept Meta’s no discrimination policy by clicking on the I accept button. Learn more.
4. Click on the Confirm button to assign the Facebook page you just created to your ad account.

Congratulations! You have successfully created a business account, an ad account, a business page, and assigned it to your ad account!

4. Setting up a Facebook Pixel

A Facebook Pixel is a piece of code that you add to your website that enables you to track people who visit your website and the actions that they do while browsing your website.

More importantly, a Pixel enables you to measure the success of your campaigns, build audiences, and optimize your targeting as it learns about your web visitors over time.

There are 3 steps to setting up your Facebook Pixel:

1. Create a Facebook Pixel.
2. Install Facebook Pixel on your website.
3. Setup events.
4. Setup aggregated events measurement.

Let’s get started!

1. Create a Facebook Pixel

To create a new Facebook Pixel, follow these steps:

1. On the Business Settings page, click on Data Sources”, then on Pixels”.
2. Click on the Add button.
3. Type in a name for your Pixel.
4. Enter your website URL.
5. Click on the Continue button.

Now, you can either stay in the Business Manager or continue to install this Pixel on your website.

Click on Set up the Pixel now to move on to the next step.

2. Install Facebook Pixel on your website

The Facebook Pixel you created in the previous step is ready to be installed on your website and start tracking visitors on your website.

Depending on the platform your website is built on, the process of installing your new Pixel on your website differs.

There are 3 options to install your Pixel o your website:

1. Add the Pixel code to your website manually.
2. Using a partner integration (i. G. Shopify).
3. Sending an email to your developer with instructions.

You can use the first option if you have a custom-made website, or if you can’t find your website on the partner integrations gallery.

If you have a developer on your team, you can opt for the third step that will enable you to easily send your developer Facebook Pixel installation instructions via email.

If you didn’t choose Set up the Pixel now in the previous step, you can go to Business Settings → Data Sources → Pixels → Click on the Pixel you created → Open in events manager → Continue Pixel Setup”.

If you’re following through from the previous step (Creating a new Facebook Pixel), you can pick up where you left off.

1. Adding the Pixel code to your website manually

If you have a custom website or if you created your website with a platform that is not added to Facebook’s partner integrations gallery, you can follow the steps below to install your Facebook Pixel on your website:

1. Select the Facebook Pixel option and click on the Connect button.

2. Select the Install code manually option.

3. Copy the Pixel base code provided.
4. Find the header of your website, then paste the code you copied above the </head> tag.

5. Optional: Enable automatic advanced matching. This option allows you to use data customers provided to your business (email addresses, phone numbers, etc) to match website visitors to Facebook users. This is beneficial for attributing more conversions to your ads. Learn more.

Now that your Pixel is installed on your website, you may skip the other options and move on to the events setup step.

2. Using a partner integration

If your website is created using a platform that is supported by Facebook, please follow the steps below:

1. Select the Facebook Pixel option and click on the Connect button.

2. Select the Use a Partner integration option.

3. Select the partner integration you want to use to install your Pixel.

Depending on your choice, a new popup will appear.

4. Follow the onscreen setup instructions for the integration you chose.

Learn more about Facebook partner integrations and how they work in this article.

3. Sending an email to your developer with instructions

If you have a developer on your team that is in charge of updating code on your website, please opt for this option to send the instructions on how they can install a Facebook Pixel correctly on your website.

1. Select the Facebook Pixel option and click on the Connect button.

2. Click on the Send Email Instructions option in the corner.

3. Enter the recipient’s email address.
4. Click on the Send button.

**Download: Beginner’s Facebook Business Manager Creation Checklist**

Prepare your Facebook Business Manager for iOS updates.

3. Verify your Domain

Following up on the latest iOS 14/15/n system updates, Apple has limited how Facebook tracks users outside of the Facebook app.

People using iOS devices now get a popup after installing the Facebook app on their iPhones, providing them with the option to accept/decline Facebook tracking them.

Source: Bloomberg.com

So far, about 96% of US users chose the Ask App Not to Track option.

This affects tracking, ad conversion attribution, and audience targeting.

To combat this, Facebook introduced domain verification and aggregated events measurement as 2 required settings every business should set up to be able to advertise with Facebook.

To verify your domain, go to:

1. Business Settings → Brand and safety → Domains”.
2. Click Add and enter your domain.
3. Next, you need to verify your domain using one of the 3 provided verification options. DNS verification is the easiest, as the other options depend on how your website is set up.
4. For DNS verification. Go to the company where you have registered your domain. This can be Namecheap, GoDaddy, Cloudflare, or any other company.
5. Look for the DNS configuration for your domain.
6. Add the TXT record.
7. Once this is done, wait a few minutes then click Verify”.

It’s good to note here that depending on your domain service, the DNS update, may take from a few minutes to a few hours.

4. Setup aggregated events measurement

After verifying your domain, the next step is to configure your Pixel events.

1. Go to Events Manager.
2. Click the Pixel you want to use.
3. Click the Aggregated Event Measurement tab, which is below the overview graph.
4. Select Configure Web Events”.
5. Read through the introduction screens and click the Next button.
6. Click on the domain you verified.
7. Click on Edit Events”.

Now that you’re in the right place, let’s get started!

1. Click on your Pixel under Pixel.
2. Choose the event you want to configure under Event Name.
3. If you choose a purchase event, you have the option to toggle Value Optimization on or off.
   Note: Turn on Value Optimization if you want to use value optimization for an event that you prioritized in your web event configuration. For optimal performance, place events with value optimization turned on in higher priority slots.
4. Select the number of value sets you want to set up under Configured Event Usage”.
5. Repeat steps 8 through 12 for all the events you want to configure.

After configuring your events, the next step is to order your events by priority. Ideally, you want the most important events such as Purchase and Subscribe at the very top.

1. Drag and drop your events from highest priority at the top to lowest priority at the bottom.
2. Click on the Apply button.
3. Review your event configuration changes. If your changes are correct, check the box and click on the Confirm button.

Congratulations

Your Facebook Business Manager is successfully set up and you can start advertising right away!
Creating a Facebook Business Manager correctly is the first step towards advertising successfully on Facebook, Instagram, Messenger, and WhatsApp.

If you skip a step, you will encounter issues while creating your campaigns.

Right now, you’re all set to launch your first campaign using the Facebook Ads Manager (or Scalify)!