What Is Meta Business and How to Set It Up

Meta Business is Meta's free toolkit for keeping everything your company runs on Facebook and Instagram — Pages, Instagram accounts, ad accounts, Pixels and team permissions — under one roof. This guide walks you through creating a Meta Business account from scratch, finding your way around Meta Business Suite, opening a Meta ad account, connecting the Meta Pixel and Conversions API, and launching your first campaign.

Note: Meta renames features and reshuffles its menus frequently. The menu labels and limits mentioned here reflect the interface as of October 2026. If something on your screen looks different, the Meta Business Help Center is the source to trust.

What Is Meta Business?

Meta Business is the set of tools companies use to manage their assets, people and advertising across Facebook, Instagram and the rest of Meta's platforms from a central place. In everyday conversation, the term usually refers to the Meta Business Suite dashboard and the Business Portfolio that sits behind it.

You can technically run a Page from your personal Facebook profile. The trouble starts once several people, multiple ad accounts or an outside agency get involved — ownership and access quickly become tangled. Meta Business fixes this by tying assets to the company rather than to any individual.

Are Facebook Business, FB Business and Metabusiness the Same Thing?

Yes. Whether people search for Facebook Business, FB Business, metabusiness, business meta or meta facebook business, they are all looking for the same Meta Business infrastructure. After Facebook's parent company rebranded as Meta in 2021, the "Facebook Business" name was gradually phased out in favor of "Meta Business."

The address stayed the same: business.facebook.com still takes you to Meta Business Suite. Older tutorials that mention Facebook Business Manager are describing what is now called the business portfolio.

What Is the Meta Business Dashboard?

The Meta Business dashboard is the management interface you reach at business.facebook.com, commonly referred to as Meta Business Suite. It is where you schedule posts, answer messages, review performance data and — through Business Settings — control assets and permissions.

What Is a Meta Business Account?

A Meta Business Account is your company's official record inside Meta's systems. It used to be called a Facebook Business Manager account. Starting in 2024, Meta began rolling out the label "business portfolio" for these accounts.

Is There a Difference Between a Meta Business Account and a Meta Business Portfolio?

In practice, no — Meta Business Account and Meta Business Portfolio are the old and new names for the same structure. A portfolio acts as a container that groups a company's Facebook Pages, Instagram accounts, ad accounts, datasets (Pixels), catalogs and domains.

Confusion usually comes from the fact that one personal Facebook profile can be an admin on several portfolios at once. Whenever you talk about "my business account," use the business switcher to confirm which portfolio you actually have open.

Meta Business vs. Business Suite vs. Business Manager: What's the Difference?

The difference comes down to what each tool is responsible for. The Business Portfolio (formerly Business Manager) is the structure that holds assets and permissions; Meta Business Suite is the interface for managing that structure and day-to-day content; and Meta Ads Manager is a separate tool where campaigns are built.

Are Meta Business Manager and Meta Business Suite the Same?

Not exactly, although the two are now closely intertwined. Facebook Business Manager is the legacy name for the asset-and-permission system, which you now manage from the "Business Settings" area inside Meta Business Suite. Agencies still commonly say "BM," and they almost always mean the business portfolio.

What to Know Before Setting Up Meta Business

The first thing to know is that you need an active personal Facebook profile — every portfolio is created through an admin tied to one. Getting your groundwork right from the start goes a long way toward avoiding verification problems and ad account restrictions later on.

Have the following ready before you begin:

• A Facebook profile created with genuine details. Brand-new or suspicious-looking profiles are more likely to be restricted. If you don't have one yet, complete the Facebook sign-up steps first.
• Your company's legal name. It should match the name on your invoices and verification documents.
• A business email address. Ideally one on your own domain.
• Your website and phone number. These may be requested during business verification.
• A Facebook Page and an Instagram professional account. You can add them before or after setup.
• Two-factor authentication. It's best to switch it on for admin profiles in advance.

Is a Meta Business Account Free?

Yes, a Meta Business account costs nothing — there are no fees for using Meta Business Suite or a business portfolio. You only pay when you run ads, and those charges go to the payment method on your ad account. Paid verification or subscription products that Meta offers in some markets are separate services and are not required to use a portfolio.

How to Set Up a Meta Business Account

To set up Meta Business, log in to business.facebook.com with your personal Facebook profile and create a new business portfolio. It only takes a few minutes; the part that really matters is connecting your assets and permissions correctly afterward.

How to Create a Meta Business Account on Desktop

All you need is to log in to Facebook in your browser and follow these steps:

1. Go to business.facebook.com and sign in with your personal Facebook profile.
2. If you don't have a portfolio yet, you'll be taken straight to the create a business account screen.
3. Enter a name for the business portfolio, your full name and your business email address.
4. Click Submit or Create.
5. Open the confirmation email and click the link to verify the address.
6. Once the dashboard loads, head to Business Settings and start adding your Page, Instagram account and ad account.

How to Create an Additional Meta Business Portfolio

If you already have a portfolio and need a second one, create it from the business switcher in Meta Business Suite:

1. In Meta Business Suite, click the business name or your profile picture at the top of the left-hand menu.
2. Choose Create a business portfolio from the list.
3. Enter the portfolio name, your full name and email, then confirm.

The widely cited rule is that a single personal profile can create up to two business portfolios, though it can hold roles in many more when other businesses add it. Meta can change this limit at any time, so think carefully about whether you truly need a separate business structure before opening another portfolio.

What to Do If You Can't Create a Meta Business Account

When portfolio creation fails, the cause is usually your personal profile, the portfolio limit or your browser. Work through these checks in order:

1. Is your personal profile very new? Recently created profiles may be blocked from creating portfolios. Use the profile normally for a while and fill in your details.
2. Is the profile restricted? Look at Account Status on Facebook.
3. Have you hit the portfolio limit? Delete a portfolio you no longer use, or ask a trusted admin to create the portfolio and add you to it.
4. Could it be the browser? Try an incognito window, disable extensions or switch browsers.
5. Still stuck? Open a support request through the Meta Business Help Center.

How to Use Meta Business

Meta Business works on two levels: the Meta Business Suite home screen handles everyday content and communication, while Business Settings covers assets, users and security. Ad campaigns themselves are built in Meta Ads Manager.

Key Areas of the Meta Business Dashboard

The main sections of the dashboard are Home, Content, Inbox, Insights, Ads and Business Settings:

• Home: A performance snapshot of your connected Facebook Page and Instagram account, plus pending to-dos.
• Content / Planner: Scheduling for Facebook and Instagram posts, Stories and Reels.
• Inbox: Reply to Messenger, Instagram DMs and comments from a single screen.
• Insights: Reports on reach, engagement, followers and individual content.
• Ads: Boost posts or jump into Ads Manager.
• Business Settings: Accounts (Pages, ad accounts, Instagram), Users (people, partners), Data Sources (datasets, catalogs), Brand Safety (domains), Security Center and Business Info.

How to Add a Facebook Page to Meta Business

Add your Page under Business Settings > Accounts > Pages so that your Facebook business Page belongs to the portfolio instead of your personal profile:

1. Click Add.
2. Pick Add a Page to claim a Page you own, Request access to a Page if it belongs to another business, or Create a new Page if you're starting fresh.
3. Type the Page name or URL and confirm.
4. Assign Page-level permissions to the people who will manage it.

A Page can only be owned by one portfolio at a time. If you're an agency working with a client's Page, request access rather than claiming ownership.

How to Connect an Instagram Account to Meta Business

Instagram accounts are connected under Business Settings > Accounts > Instagram accounts. Before you can link Instagram to Meta Business Suite, it needs to be an Instagram professional account (business or creator). Then:

1. Go to Business Settings > Accounts > Instagram accounts.
2. Click Add and sign in with your Instagram username and password in the pop-up window.
3. Link the Instagram account to the relevant Facebook Page — this is required for Instagram ads and the unified inbox.
4. Assign the people and ad accounts that should have access.

You can also make the connection from the Instagram app via Settings > Accounts Center.

Can You Add More Than One Instagram Account to Meta Business?

Yes. A single portfolio can manage several Instagram business accounts. For ads to run smoothly, it's best to link each Instagram account to a Facebook Page. The number of accounts allowed per portfolio is set by Meta and may change; if you manage many brands, check the current limit under Business Info.

How to Add Other Assets to a Meta Business Portfolio

Datasets, catalogs, domains, WhatsApp accounts and apps each have their own menu in Business Settings:

• Datasets (Pixels): Data Sources > Datasets
• Catalogs: Data Sources > Catalogs, used for e-commerce and dynamic product ads
• Domains: Brand Safety > Domains, where domain verification also happens
• WhatsApp Business accounts: Accounts > WhatsApp accounts
• Apps: Accounts > Apps

How to Create a Meta Ad Account

To open a Meta ad account, follow Business Settings > Accounts > Ad accounts > Add > Create a new ad account. This is also today's answer to "how do I create a Facebook ad account" — Facebook and Instagram ads are run from the same account.

1. Open the Ad accounts section in Business Settings.
2. Select Add > Create a new ad account.
3. Give the account a name (for example, "Brand Name – US").
4. Choose the time zone and currency.
5. Indicate whether the account is for your own business or for another business (a client).
6. Assign yourself and anyone else who needs access, granting only the permissions they need.
7. Finish by adding a payment method.

Already have an ad account? Use Add an ad account and enter its account ID to bring it into the portfolio. An ad account can belong to only one business portfolio at a time.

How to Choose a Time Zone and Currency for Your Meta Ad Account

Pick the time zone of your main target market and the currency you want to be billed in. Most businesses simply use their local time zone and local currency, while companies selling internationally or paying with a foreign-currency card may prefer USD or EUR.

These two settings determine your reporting days, when daily budgets reset and the amounts on your invoices. Changing them later isn't always possible and may mean opening a new ad account, so choose carefully the first time.

How to Add a Payment Method to Your Meta Ad Account

Payment methods are added in Billing & Payments, and they're set at the ad account level — not the portfolio level:

1. Open Billing & Payments, or go to Payment settings from the account settings in Ads Manager.
2. Double-check that the correct ad account is selected.
3. Click Add payment method.
4. Choose a credit/debit card or another option available in your region and enter the details.
5. Complete the billing information with your legal business name and tax details.

A mismatch between the name on the card and your business details, or a card that has been declined before, are among the most common reasons ad accounts get restricted. Available payment options vary by region.

Where to Find Your Meta Ad Account ID

You can find your ad account ID in Ads Manager, in your browser's address bar or in Business Settings:

• In Ads Manager: It appears under the account name in the account dropdown at the top left.
• In the address bar: It's the number after act= in the Ads Manager URL.
• In Business Settings: Go to Accounts > Ad accounts and click the account; the ID is shown beneath its name.

Keep in mind that your ad account ID is not the same as your Business ID. The Business ID lives under Business Settings > Business Info and is what you share when adding partners.

How Many Ad Accounts Can a Meta Business Portfolio Have?

There's no fixed number. Every portfolio has an ad account creation limit that grows with your ad spend and account history. New portfolios typically start with a low limit, and you can see the current figure under Business Info.

Closed ad accounts still count toward that limit. Rather than opening extra accounts for testing, it's healthier to separate your work through campaign structure inside an existing account.

Setting Up the Meta Pixel and Conversions API

The Meta Pixel and Conversions API send visitor activity from your website to Meta, enabling conversion tracking, retargeting and campaign optimization. For any campaign aimed at sales or form submissions, they're essentially indispensable.

How to Install the Meta Pixel

You install the Meta Pixel by creating a dataset in Events Manager and adding the code it gives you to your website. The Meta Pixel is a snippet that reports browser-side events such as page views, add-to-carts and purchases to Meta; Meta now manages Pixels as part of datasets.

Here's how Meta Pixel setup (still often called Facebook Pixel setup) works:

1. Open Events Manager and choose Connect data source > Web.
2. Name the dataset (Pixel) and enter your website URL.
3. Pick an installation method: a ready-made partner integration from your e-commerce platform, a manual install that places the base code in the head tag of every page, or Google Tag Manager.
4. Define the standard events you want to track (ViewContent, AddToCart, Purchase, Lead and so on).
5. Use the Test events tab in Events Manager to confirm events are arriving correctly.

How to Connect the Meta Pixel to an Ad Account

Connect the Pixel under Business Settings > Data Sources > Datasets. Until you do, it won't be selectable in your campaigns:

1. In Business Settings > Data Sources > Datasets, select the Pixel.
2. Open the Connected assets tab and click Add assets.
3. Choose the ad account and save.
4. If needed, give people access to the Pixel from the People tab.

Once connected, the Pixel becomes available in the Tracking section at the ad level in Ads Manager.

What Is the Meta Conversions API and How Do You Set It Up?

The Meta Conversions API is a server-side tracking method that sends conversion events from your server directly to Meta, instead of relying on the browser. It helps recover some of the events the Pixel misses because of ad blockers, cookie restrictions and browser privacy settings.

There are three common ways to set it up:

• Partner integration: Turn on the Conversions API option in your e-commerce platform's Meta integration — the easiest route.
• Conversions API Gateway: Deploy Meta's middleware layer in your own cloud account.
• Direct integration: A developer generates an access token in Events Manager and writes the server-side code.

When you run the Pixel and Conversions API together, use event_id for deduplication so the same event isn't counted twice. The Event Match Quality score in Events Manager tells you how healthy your setup is.

User and Permission Management in Meta Business

Permissions in Meta Business work on two layers: at the portfolio level, people get either full control or partial access; at the asset level, each Page, ad account or Pixel has its own task permissions. A well-designed roles and permissions setup protects both security and workflow.

How to Add Team Members to Meta Business

Invite team members by email from Business Settings > Users > People:

1. Go to Business Settings > Users > People.
2. Click Add people and enter the team member's email address.
3. Choose their portfolio access level (full control or partial access).
4. Select the assets they'll work on (Pages, ad accounts, Instagram, datasets) and the tasks allowed for each.
5. Send the invitation; access becomes active once they accept via the email link.

How to Assign User Permissions in Meta Business

Always grant the lowest level of access someone genuinely needs:

• Full control: Manages portfolio settings, users and every asset. Reserve it for the business owner and one trusted backup.
• Partial access: Can only perform assigned tasks on assigned assets.
• Ad account tasks: Separate permissions for managing campaigns, viewing performance, creating ads and more.
• Page tasks: Separate permissions for content, messages, community activity, ads and insights.

For instance, you can let a social media editor publish content on your Page and Instagram without giving them any access to the ad account or payment settings.

How to Give an Agency Access to Meta Business

Rather than adding agency staff one by one, give the agency access through partner assignment:

1. Ask the agency for its Business ID.
2. Go to Business Settings > Users > Partners.
3. Choose Add > Give a partner access to your assets.
4. Enter the agency's Business ID.
5. Select which assets to share and at what permission level, then save.

With this approach, you keep ownership of every asset — and when the engagement ends, removing the partner takes a single click.

How Agencies Should Manage Meta Business Accounts

Agencies should work from a single portfolio of their own and connect to client assets through partner access, leaving those assets in the client's portfolio. Claiming client assets into the agency's portfolio creates serious ownership headaches when the relationship ends.

Best practices on the agency side:

• Keep at least two full-control admins on the agency portfolio.
• Assign client assets to staff from within the agency portfolio, client by client.
• Remove departing employees' access on their last day.
• When opening new ad accounts for clients, have them created in the client's own portfolio whenever possible.

How to Manage Meta Accounts for Multiple Clients

Manage all clients from one place through the partner access in your agency portfolio, keeping each client's ad account, Page and Pixel separate. In Ads Manager, switch between clients using the account selector.

A commonly cited cap limits how many ad accounts one person can manage at a time (25, according to most sources). Larger agencies should therefore spread accounts across team members. Meta may update these limits.

How to Configure Meta Business Security Settings

Security for Meta Business is handled in Business Settings > Security Center. The three most important steps are requiring two-factor authentication, verifying your business and keeping at least two admins.

• At least two full-control admins: If the only admin's personal profile is shut down, you can lose access to the portfolio entirely.
• Remove unnecessary users: Review your People and Partners lists regularly.
• Use business email addresses: This keeps notifications from landing in personal inboxes.
• Watch out for phishing: Don't click links in "your account will be disabled" messages claiming to be from Meta; check notifications only inside the dashboard.

How to Turn On Two-Factor Authentication in Meta Business

Two-factor authentication is first enabled on each user's personal profile and then enforced at the portfolio level:

1. On your personal profile, go to Accounts Center > Password and security > Two-factor authentication.
2. Choose an authentication app (recommended), SMS or a security key.
3. In the portfolio, open Business Settings > Security Center.
4. Make Two-factor authentication mandatory for Everyone or Admins only.

How to Verify Your Meta Business Account

You verify your account by uploading official documents in the business verification step of the Security Center. Verification proves to Meta that your company is a real, legally registered entity. It may be required for certain features (such as the WhatsApp Business Platform and some API access) and adds credibility to your account.

1. Go to Security Center > Business verification > Start verification.
2. Enter your legal business name, address, phone number and website exactly as they appear on your official documents.
3. Upload the requested document — typically a business registration certificate, articles of incorporation, a tax registration document or a business license, depending on your country.
4. Select a confirmation method: email, phone call, SMS or domain verification.
5. Track the outcome of your application in the Security Center.

Accepted documents vary by country, and the review can take anywhere from a few days to a few weeks. The most frequent reason for rejection is a business name in the dashboard that doesn't match the name on the document.

How to Run Meta Ads

"Meta ads" is today's name for what used to be called Facebook advertising. Ads are built in Meta Ads Manager using a campaign → ad set → ad hierarchy: the campaign sets the objective, the ad set defines budget, audience and placements, and the ad holds the creative and copy.

What Is Meta Ads Manager (Facebook Ads Manager)?

Meta Ads Manager — also known as Facebook Ads Manager or simply Ads Manager — is the Meta tool for creating, managing and reporting on ads across Facebook, Instagram, Messenger and the Audience Network. You can open it at adsmanager.facebook.com or from the Ads menu in Meta Business Suite.

Ads Manager is organized into three main tabs: Campaigns, Ad sets and Ads. From here you can adjust budgets, set up A/B tests, customize columns and compare performance across date ranges.

How to Advertise with Meta Business

Advertising through Meta Business connects your portfolio setup to Ads Manager. The typical flow is: create the portfolio, add your Page and Instagram account, open an ad account and add a payment method, connect your Pixel, then build the campaign in Ads Manager.

Set up this way, your Facebook and Meta ad campaigns belong to your business, not to an individual profile. Even if team members leave or you switch agencies, your ad history, audiences and Pixel data stay with you.

How to Create Facebook and Instagram Ads

Facebook and Instagram ads are created within the same campaign and the same ad account in Ads Manager — there's no need for separate accounts for Facebook ads and Instagram ads. Here's how to get started advertising on Facebook:

1. Open Ads Manager at adsmanager.facebook.com and select the right ad account.
2. Click Create and choose a campaign objective: Awareness, Traffic, Engagement, Leads, App Promotion or Sales.
3. Set either a campaign budget (Advantage+ campaign budget) or an ad set budget.
4. In the ad set, choose the conversion location (website, messaging, instant form, etc.) and your Pixel.
5. Configure ad targeting: location, age, gender, interests or custom audiences.
6. Pick placements: Advantage+ placements, or manually select Facebook, Instagram, Messenger and the Audience Network.
7. At the ad level, choose your Facebook Page and Instagram account.
8. Add your image or video, primary text, headline and call to action.
9. Check that the Pixel is selected under Tracking, then click Publish.

Every ad goes through Meta's review process before it goes live. If an ad is rejected, Ads Manager shows the reason and lets you request a review.

What Objectives Can Meta Ads Be Built Around?

Meta ads revolve around six core campaign objectives, and the one you choose tells the algorithm who to show your ads to:

Can You Advertise Without Meta Business?

Yes. You can run ads from an ad account tied to your personal Facebook profile, or by using the Boost button on your Page, without ever creating a portfolio. The downside is that the ad account then belongs to you personally, which makes working with a team, an agency or multiple brands much harder. If you plan to advertise on Meta regularly, a portfolio is the safer choice.

What to Keep in Mind When Building a Meta Ad Campaign

The essentials are choosing the right objective, getting measurement right and giving the algorithm enough time to learn:

• Match the objective to the business outcome. If you want sales, choose Sales, not Traffic — the algorithm optimizes for whatever event you select.
• Set up measurement from day one. Without the Pixel and Conversions API, sales campaigns can't learn efficiently.
• Don't over-narrow your audience. Very small audiences drive costs up; broad targeting leaves room for Meta's optimization.
• Treat retargeting separately. Build dedicated ad sets with custom audiences for site visitors and cart abandoners.
• Be patient during the learning phase. Frequent edits in the first days reset the learning process.
• Review ad policies. Health, finance, housing and employment come with extra rules and special ad categories.
• Track the right metrics:
  • Cost per click (CPC): The average amount paid for each click.
  • Cost per mille (CPM): The cost of 1,000 impressions — a signal of audience competition.
  • Return on ad spend (ROAS): Revenue from ads divided by ad spend; the core profitability indicator for e-commerce.

Your Facebook Account: Signing Up, Recovery and Deletion for Meta Business

Your Facebook account is the front door to Meta Business: portfolio, ad account and Page permissions are all managed through your personal profile. That's why signing up, recovering and deleting your account directly affects your access to business assets.

How to Create a Facebook Account

You can create a Facebook account in a few minutes at facebook.com or in the Facebook app by tapping Create new account. Under Facebook's terms, you must be at least 13 years old (older in some countries).

Steps to sign up for Facebook:

1. Go to facebook.com or open the Facebook app.
2. Click Create new account.
3. Enter your first name, last name, date of birth and gender.
4. Add your mobile number or email address.
5. Choose a strong password and click Sign Up.
6. Enter the confirmation code sent to your phone or email to verify the account.
7. Add a profile photo and complete your basic details.

How to Log In to Facebook

To log in to Facebook, enter the email address or phone number linked to your account along with your password at facebook.com or in the app. It's also the first step to reaching Meta Business Suite and Ads Manager.

1. Go to facebook.com or open the app.
2. Enter your email address or phone number.
3. Type your password and tap Log In.
4. If two-factor authentication is on, enter the confirmation code.
5. To switch to Meta Business, open business.facebook.com in the same session.

Forgot your password? Use the Forgot password? link on the login screen — the account recovery section below covers this in detail. Only ever enter your login details on facebook.com; look-alike links may be phishing attempts.

How to Download and Install the Facebook App

Always download Facebook from your phone's official app store: the App Store on iPhone or Google Play on Android. The app is free, and APK files from unofficial sources carry security risks.

1. Open the App Store or Google Play.
2. Search for "Facebook."
3. Confirm that the publisher is Meta Platforms, Inc.
4. Tap Get or Install.
5. Open the app and sign in.

For managing your business on the go, you can also download the Meta Business Suite app from the same stores. On desktop, there's nothing to install — facebook.com and business.facebook.com work right in your browser.

Tips for Creating a Facebook Account for Meta Business

Because a portfolio's health depends on its admin's profile, make sure the account you create looks genuine and trustworthy. If you're creating a Facebook account for Meta Business, keep these points in mind:

• Use your real name. Creating a personal profile under a brand name breaks the rules — brands get a Facebook Page instead.
• Don't set up a portfolio the moment you open the account; use it normally for a few days first.
• Turn on two-factor authentication right away.
• Don't create multiple personal profiles for the same person; doing so can trigger restrictions.

How to Find Your Facebook Account

To find your Facebook account, go to facebook.com/login/identify and enter the email address, phone number or username linked to it. Facebook will show matching accounts and offer ways to send you a login code.

If you can't remember which details you signed up with, try each email address and phone number you've used. Visiting your profile from a friend's account and copying the profile URL can also help you recover your username.

How to Recover Your Facebook Account

Facebook account recovery starts with the Forgot password? link on the login screen whenever you've lost your password or can't get in:

1. Click Forgot password? on the login screen.
2. Find your account using your email, phone number or username.
3. Choose how you want to receive the code (SMS or email).
4. Enter the code and set a new password.
5. Once you're in, review active sessions and turn on two-factor authentication.

If you think your account has been hacked, go to facebook.com/hacked. That page guides you through identity checks to secure the account; the exact process and options depend on your situation.

How to Restore an Old or Deactivated Facebook Account

Whether you can restore an old account depends on whether it was deactivated or deleted. There are four typical scenarios:

• Deactivated account: Simply log in with your email/phone and password and the account is reactivated.
• Deletion requested: Meta generally allows a 30-day grace period after a deletion request. Log in during that window and choose Cancel deletion to keep the account.
• Permanently deleted account: Once the grace period has passed, the account and its content can't be recovered.
• Disabled by Meta: Use the appeal option shown on the login screen to request a review.

If you can't get the old account back, open a new one and ask another admin on the portfolio to re-add you with your new profile.

How to Delete Your Facebook Account

To delete your Facebook account, go to Settings > Accounts Center > Personal details > Account ownership and control > Deactivation or deletion. You'll see two options:

Before deleting, use Download your information to back up your data. Fully removing all data from Meta's systems may take longer than the grace period itself.

How to Download Videos from Facebook

Only download videos that belong to you or that you have permission to save, and use Meta's own tools to do it. The safest official options are below (menu names may differ by app version):

• Your own posts: If the video's three-dot menu offers it, use Download video.
• All your account data: Use Download your information in Accounts Center to export your photos and videos in bulk.
• Someone else's video: Use the app's Save feature to keep it within Facebook.

Using third-party download sites to grab other people's videos may violate Facebook's terms and copyright law. Such sites may also ask for your login details, putting your account at risk.

Does Deactivating Your Facebook Account Affect Your Meta Ad Account?

It can. Deactivating or deleting your Facebook profile cuts off access to every portfolio and Meta ad account where that profile is an admin. If the portfolio has no other admin, your business assets could be left without an owner.

Before closing your personal account, add a second full-control admin to the portfolio and hand over any active campaigns. If you just want to stop advertising, close the ad account — not your personal profile.

How to Close a Meta Ad Account

Close an ad account from Ad account settings in Ads Manager by selecting Close ad account. Pause any active ads first and settle the remaining balance, since any outstanding amount is charged at closure.

A closed ad account isn't removed from the portfolio and still counts toward your ad account limit. In some cases it can be reopened from settings; whether that option appears depends on the account's status.

Common Meta Business Problems and How to Fix Them

The issues people run into most often are ad account restrictions, lost access and assets that can't be added. The fixes usually come down to consistent information, sound security settings and a clean ownership structure.

What to Do After Creating Your Meta Business Account and Portfolio

Once your portfolio exists, your first priorities are connecting assets and locking down security. This checklist gives you the basic order for an ad-ready setup:

1. Complete your business details (legal name, address, website).
2. Add your Facebook business Page.
3. Connect your Instagram business account.
4. Create your ad account with the correct time zone and currency.
5. Add a payment method.
6. Install the Meta Pixel and connect it to the ad account; enable the Conversions API if you can.
7. Verify your domain.
8. Add a second full-control admin.
9. Make two-factor authentication mandatory.
10. Start business verification if needed and give your agency partner access.

How to Delete a Meta Business Portfolio

A Meta Business Portfolio can be deleted by a full-control admin via Business Settings > Business Info > Permanently delete business. Deletion can't be undone, and all access and configuration inside the portfolio will be lost.

Before you delete:

• Stop all active ads and make sure there's no unpaid balance.
• If you're moving Pages and Instagram accounts to another portfolio, remove them from this one first.
• End any agency or partner access.
• Review the status of every ad account in the portfolio.

Deleting a portfolio does not delete your personal Facebook account. That's a separate process, covered in "How to Delete Your Facebook Account" above.

Frequently Asked Questions

Can you create a Meta Business account without a Facebook account?

Generally, no. A portfolio is created when a personal Facebook profile signs in as its admin. That profile isn't publicly visible in the portfolio — it's only used to confirm your identity and manage access. The most reliable approach is to set up with a genuine Facebook profile that has two-factor authentication turned on.

Is a Facebook ad account the same as a Meta ad account?

Yes. After Facebook's parent company became Meta, the interface started saying "Meta ad account." One ad account runs ads across Facebook, Instagram, Messenger and the Audience Network. You don't need a separate account for Instagram ads — just connect your Instagram account to the portfolio.

Is the Meta Pixel required?

Not technically — you can run awareness, engagement or messaging campaigns without it. But if your goal is website sales or form submissions, without a Pixel you can't measure conversions, build retargeting audiences or optimize for conversions. Any business with a website should install the Pixel and, ideally, the Conversions API.

Why do Meta Business accounts get restricted?

The most common causes are ad policy violations, suspicious login activity, inconsistent business or payment information, and creating many assets or ad accounts in a short period. Problems with an admin's personal profile can also spill over to the portfolio. The reason for any restriction is shown in Account Quality, where you can also request a review.

How many admins can a Meta Business account have?

Several people can hold full control. For security, keep at least two admins so the portfolio isn't orphaned if one loses access. That said, handing out full control too freely is risky — giving everyone else partial access to only the assets they need is the safest approach.

What should I do if my Facebook ad account is disabled?

Start by checking the reason in Account Quality. If it's a policy issue, review the ads in question, submit a review request and briefly explain what your business does. For payment-related restrictions, settle the balance and fix your card details. Opening a new ad account before the review is resolved can cause the restriction to spread to your other accounts.

Is the Meta Business Suite mobile app enough for advertising?

It's fine for basic tasks, but not for in-depth campaigns. The app lets you post content, reply to messages, check insights and boost posts. For detailed targeting, A/B testing and Pixel-based conversion campaigns, desktop Ads Manager is far more capable.

Is there a minimum budget for Meta ads?

Yes — Meta enforces a daily minimum budget on ad sets. The amount depends on your currency, optimization event and bid strategy, and it can change over time; you'll see the current figure in the budget field when creating an ad set. In practice, starting slightly above the minimum and letting the campaign run uninterrupted for several days produces healthier results.

Can I transfer my Meta Business account to someone else?

Not directly. Instead, the new owner is added to the portfolio with full control, and then the previous admin removes themselves. Update payment methods and billing details before doing this. If you only want to hand over specific assets, removing the Page or ad account from your portfolio and having the new business claim it is the cleaner option.

Which metrics matter most in Meta ads?

It depends on the campaign objective. For awareness, focus on reach and CPM; for traffic, click-through rate and CPC; for sales, cost per purchase and ROAS. Look at the relationship between cost and business outcome rather than any single metric — a low CPC with no conversions, for example, points to issues with targeting, bidding or the website experience.

How do I access Facebook Ads Manager?

After logging in to Facebook, go to adsmanager.facebook.com or open the Ads section from the left-hand menu in Meta Business Suite. If you have several ad accounts, use the account selector at the top left to pick the right one. If you don't have an ad account yet, you'll be prompted to create one first — for business use, it's safer to create it inside your portfolio.

I can't log in to Facebook. What should I do?

First make sure your email or phone number and password are typed correctly, and that your keyboard language and Caps Lock are set properly. If that doesn't help, request a code via the Forgot password? link on the login screen. If you suspect your account has been hacked, use facebook.com/hacked. Because your Meta Business access depends on this profile, having a second admin on the portfolio prevents any disruption.