A business portfolio is Meta's name for the account that sits above your ad accounts, Pages and data sources and holds them together under one business. Meta used to call it Business Manager, and many people still do. You manage it through Business settings in Meta Business Suite. Ads Manager is where you build ads. The business portfolio is where you decide who owns what and who can touch it.
What a business portfolio holds
| Asset | Why it matters |
|---|---|
| Ad accounts | Where campaigns run and billing sits |
| Facebook Pages and Instagram accounts | The identities your ads run from |
| Datasets (Meta Pixel) and Conversions API | Your tracking data |
| Catalogues | Product data for catalogue ads |
| Domains | Verified ownership of your websites |
| People | Employees with assigned roles and permissions |
| Partners | Agencies or tools given access to specific assets |
Why it matters
- Ownership. If a freelancer creates your ad account in their own business portfolio, they own it. Assets should be owned by your business portfolio, with partners given access.
- Access control. You can give someone access to one ad account without access to your Page or pixel, and remove it in one place.
- Billing control. Payment methods and the account spending limit sit with each ad account in the portfolio.
- Security. Two-factor authentication requirements, admin roles and verification protect the assets that make you money.
How to set one up well
- Create the business portfolio with your legal business name and a business email.
- Add at least two admins you trust, so you can't be locked out.
- Add your Page, Instagram account and ad account, choosing to own them, not just request access.
- Create or connect your pixel and catalogue inside the portfolio.
- Verify your domain. See domain verification.
- Give agencies and tools partner access to only what they need.
- Complete business verification if Meta asks for it, which some features and higher limits require.
Roles in brief
People can hold full control or partial access, and each asset has its own permission levels, such as managing campaigns or only viewing performance. Meta has reworked the role names over time, so follow the current options in Business settings.
Common mistakes
- Running ads from a personal ad account. It works, but ownership and access are harder to manage as you grow.
- One admin only. If that person leaves or loses access, the business can be locked out.
- Letting an agency own your assets. If you part ways, you may lose your ad account history and pixel data.
- Old tutorials. Many still say Business Manager. The screens and names have changed, but the concepts are the same.
When you connect a tool, such as Fly ROAS, through Meta's Facebook Login for Business, you choose which ad account, Page, Instagram account and pixel to share, and you can revoke access from your business settings at any time. For a full launch checklist, read Meta ads for new brands.
Frequently asked questions
Is Business Manager now called business portfolio?
Yes. Meta now calls Business Manager accounts business portfolios, managed through Business settings in Meta Business Suite. The job is the same: owning ad accounts, Pages, Instagram accounts, pixels and catalogues, and controlling who can access them.
Do I need a business portfolio to run Meta ads?
Not strictly, because you can run ads from a personal ad account. But a business portfolio makes ownership, team access, agency partnerships and security far easier to manage, so most brands should use one.
What is the difference between Meta Business Suite and a business portfolio?
Meta Business Suite is the workspace where you manage posts, messages, ads and settings. The business portfolio is the business account inside it that owns your assets and controls access. Business settings is where you manage the portfolio.
How do I give an agency access to my ad account?
In Business settings, add the agency as a partner using their business portfolio ID, then assign only the assets they need, such as one ad account and your pixel, with the right permission level. You can remove access at any time.
