If there’s one thing you need to get right with a social media marketing agency, it’s the Facebook Ads Manager. This is the bee’s knees, the dog’s bollox, the cat’s miaow of generating new business on social. It is one of the most important tools for promoting your products or services in 2020. But don’t just listen to me, look at what the data says. Simply put, Facebook makes billions from us advertisers every single year – so let’s try and take a share of the juicy profit!

In this guide I’ll teach you what to do as well as what not to do when:

  1. Setting up your own business manager account
  2. Gaining access to your client’s business manager account
  3. Requesting access to your client’s Facebook page
  4. Requesting access to your client’s ad account
  5. Installing the Facebook Pixel for your business

1. Setting up a Business Manager account

Here we’ll cover:

  • Creating a business manager account
  • Creating an ad account for your business
  • Adding a page to your business manager
  • Adding users to your business manager

Head on over to business.facebook.com and you’ll either be able to create an account, or you’ll already have created an account. If you haven’t created an account yet, you should see something like this.

business manager create account button

Click create account and you’ll see a pop up modal

create your business manager account

The next step is to enter your business information.

enter your business information

Now you’re good to submit!

By the way, you might run into some errors…


If you do, just try again tomorrow. If not, you’ll see the success message below!

Now that you’re in, let’s get to setting up your business manager account for success. This is the screen you should see now, but if you don’t, just head back over to business.facebook.com.

business manager

This is the bare bones business manager

If you click up the top right where your business manager account name is you’ll see a dropdown menu with every single business manager you’re a part of, as well as your personal ad account. Right now, it’s just your personal ad account and your business manager account because you aren’t a part of any others.

business manager accounts

Make sure you have the business manager you just created selected.

Facebook keeps personal ad accounts here for sole traders most likely. In the beginning, this confused me, but now it makes sense. One thing you need to make sure you don’t do is set up a Facebook Pixel on your personal ad account because you’ll run into all sorts of trouble trying to do that. Just don’t. I’ll walk you through how to properly set up a Facebook Pixel in this post. Now in the above image where it says “No Ad Accounts”, click “Go to Business Settings” and you’ll be taken to the page below where you can now add an ad account.

business settings

You’ll be given three options:

  • Add an Ad Account

If you want to take ownership of another business manager’s ad account, choose this option.

  • Request Access to an Ad Account

If you’re an agency requesting control of a client’s ad account to run campaigns, choose this option.

  • Create a New Ad Account

If you’re creating an ad account to run ads for your own business, choose this option.

As an agency you’ll be requesting access to ad accounts frequently. You’ll need to ask your client to send you the ad account ID – Facebook conveniently gives you instructions on how to ask them when you click that option. We’re going to create an ad account for our business first of all. Click Create a New Ad Account highlighted in grey.

creating a new ad account

Click Create a New Ad Account highlighted in grey.

As you can see, there is the option to create an ad account for another business or client. This means that they’ll then have to go through the same process and choose the “Add an Ad Account” option and enter the ID you give them.

ad account name
choose ad account options

Now you’ll be prompted to set the permissions for each user on the ad account. Since I’m the only user on this particular business manager account, it’s only my name that displays in the left column.

set user permissions

Select the users you want to be able to manage the account and give them the appropriate permissions.

Click “Assign” and you’ll get a success message saying Nice Work!

nice work

Now let’s add your company page to your business manager account. You should still be on the Business Settings section of the business manager, so click Pages in the left tab.

pages tab

You’ll be able to add a new page just like you did with the ad account. Once again, you’ll get the same three options pop up. Choose one of them – create a new page if you don’t already have one, request access if you’re an agency partnering with a client, or add a page like we’re going to do here.

add facebook page

Choose your Facebook page by typing it in or entering the URL.

choose facebook page

Click Add Page and that’s it! You’ve successfully added a page to your business manager.

add page success

Facebook separates managing a page as a business manager versus managing the page as a user on facebook.com. When you click add people to your Page as shown below, you’re only able to add them if they’re added as Users to your business manager via email.

add people to page

The difference between adding someone here on your business manager versus on your page settings on facebook.com is that:

  1. On business manager they don’t need to have a personal Facebook account to add them, just an email address
  2. You have more granular control over setting permissions for the User as you can see below
user permissions

If you want to give someone else permissions to publish content on your page, view page performance, manage page etc. then you’ll need to click Users and then People.


Now click + Add and you can add someone by entering their email address

You can enter as many email addresses as you want, and once you’ve done that, click Next and you’ll be able to add them to your ad account or your page, and then set their permissions as you can see below.

add users via email
set user permissions

Once you’ve sent off the invitation, you’ll see a success message.

add user to business manager success

Once the user accepts your invite via email to join your business manager and approves your request, you’ll be able to add them to the Page if you hadn’t already done so.

add people

And that’s how you manage users from your business manager account. We’ve covered creating a business manager account, creating an ad account, adding a Facebook page and adding Users now so let’s crack on with the next topic.

2. Gaining access to your client’s business manager account

Head on over to business.facebook.com, make sure you’re in your business manager account as opposed to your personal ad account and then click the ☰ menu at the top left and click “Business Settings”. There are three ways you can partner with another business – you can request access to a Page, you can request access to an Ad Account, or you can request access to all assets within a business manager account.

To request access to a page, click on the pages tab and then click + Add

request access to a facebook page

To request access to an Ad Account, click on the Ad Accounts tab and then click + Add

request access to an ad account

To request access to a Business Manager, click on the Partners tab and then click + Add

request access to a business manager

When requesting to partner with another business manager, your partner must:

  • Have a Facebook Business Manager account
  • Give you their account’s Business ID
  • Give you their contact’s name and email address
business manager contact info

Now hit Next: Request Asset Types – here you can choose the assets you wish to request. There’s plenty of assets to choose from such as Instagram Account, Facebook Pixel, and other important assets that help your agency run and manage their business on Facebook.

business manager request assets

Now click Next: Confirm and Review and it’ll send off the request to the admin of the business manager you are requesting assets from. All you have to do now is wait until they receive an email and approve your request and now you can start managing their ads, page, Instagram and the rest.

3. Requesting access to your client’s Facebook page

As mentioned in the previous step, it’s better to request access to a Facebook Page as a business rather than as an individual. You don’t really want your client adding your personal Facebook account to their page. Instead, you want to send a partnership request as a business. There is one requirement to be able to send a Partnership Request to a Page – you need to have a Primary Page that represents your business. Since we already added our Page to the business manager, let’s make sure it’s set as our Primary page.

First of all, head to business settings, click Business Info in the left navigation and then set your primary page.

business info
add primary page

Once you have a primary page in place, head back to Pages and then + Add. I have removed the page we added in a previous step and made another Facebook personal account admin of that page specifically for this tutorial.

request access to page

Now you need to search for the page either by name or URL as shown below. I’ve created a page associated with another individual Facebook account for tutorial purposes.

requesting access to page

Set the permissions you want to request and click Request Access. You should now see a success message like the one below.

request access to facebook page success message

Now the request has been sent, watch the following video to get an idea of how to explain to your client what to do to accept your Facebook Page request. You can even create your own tutorial for them as a video or PDF and send it to them.

Once your client has approved the request, it will stop showing as pending in your business settings under the Pages tab. The final thing you need to do is to Add People to the page.

add people to page

Give whoever is in your business manager that you need to manage the page the appropriate permissions.

And that’s it. You should see that you’ve added a new user to the page.

add user to page success

You now have the ability to post and do anything for that page all within the business manager.

4. Requesting access to your client’s ad account

To request access to a client’s ad account, visit the business settings and click Ad Accounts on the left, then click + Add and Request Access to an Ad Account.

request access to ad account

Type in their Ad Account ID as shown belowinsert ad account id .

You should see a success message once the request is sent.

ad account success

Once the client has approved your request, you simply need to add People to it and you’re done. Now those people can design, run, create and evaluate adverts for that business.

Pro Tip: If you’re creating an Ad Account for a client (which we haven’t covered here), make sure you get your client’s credit card set up with the Ad Account otherwise you’ll be the one paying for the ads.

5. Installing the Facebook Pixel

To begin, head on over to business.facebook.com, make sure you’re in your business manager account as opposed to your personal ad account and then click the ☰ menu at the top left and click “Events Manager”.

events manager

Next, you’ll want to click the green circle (+) in the menu on the left to Connect Data Sources.

connect data sources

Now select “Web,” then “Facebook Pixel” and enter your Pixel name and the domain name of the website that the Pixel will be added to. In this case, it’s this website. A handy Chrome extension you can use to see if your website has the Facebook Pixel installed is WhatRuns – it shows you not just the Pixel, but all the tags a website is using from Google Analytics to the Pinterest Tag. Alternatively, you can simply use “Test Events” in the next steps.

facebook pixel step 1

facebook pixel step 2

facebook pixel step 3

Now you’ll be prompted to choose from installing the Facebook Pixel code manually or using a partner integration. Are you using SquareSpace, WordPress, or one of the many website builder platforms and you don’t have access to the codebase? Use a partner to see instructions on how to easily install the Facebook. For this tutorial I will be installing the code manually.

how to install the facebook pixel

We install the Pixel into the <head> tag of our website. First, let’s copy the code into our clipboard and head on over to our website and paste it into the head tag. I’m using WordPress, so I need to paste the code into the <head> tag within the header.php file in my Child Theme. You don’t need to do this by the way, you could just install the Pixel as a plugin using the partner integration method.

facebook pixel code step 1
installing pixel code

Once you’ve uploaded your changes to the production server you’ll want to Enable Advanced Matching in the next step, and then you can start testing whether or not it’s working, either by using the events testing tool like below, or by checking if your Pixel exists on your homepage with WhatRuns or Facebook Pixel Helper.

testing facebook pixel

So, enter your website domain name and click “Connect” – if it works you should see it says “Disconnect” now as opposed to “Connect”!

testing event pixel tool

The final step is to add people to your Pixel. Do this by heading over to Business Settings and clicking Pixel within the Data Sources menu on the left. Then click “Add People”.

add people to pixel

You then need to set the permissions for the Users that are associated with your business manager.

set pixel permissions

And that’s it. Your Facebook Pixel is now installed and will begin collecting valuable data that you can use to retarget and optimise advertising based on actions users take on your website. This is far from an exhaustive guide to the Facebook Pixel, but I do plan on writing more about setting up different events as Facebook has made it much easier for us to do now.

In this post I didn’t cover creating ad accounts, creating a Pixel or creating a Page for your client’s business manager. I have assumed that your client has already done all of that. I will write a post on this topic in the future. I hope you found this post useful and as always, thanks for reading. I’ve left some links below for you to get started.

If you’d like to learn more about starting your own social media marketing agency, this course is what helped me to start.