2-Tier Business Manager Solution

Overview

Business Managers are a way for Meta to associate assets that include ad accounts, the Meta Pixel, business users, ad activity, and more to a business. Meta expects to use Business Managers as a container to represent a business.

The 2-Tier Business Manager solution is a scalable solution for a Business Manager to create and manage child businesses, and allows you to:

Create and delete hundreds or thousands of small Business Managers (Child Business Managers) underneath a Parent Business Manager.
Create a small business presence.
Create assets for the user.
Offer Facebook ads to your end user on your website or platform.

Use Cases

The 2-Tier Business Manager solution is an API-based solution to create and manage campaigns for their clients. These are some scenarios where 2-Tier may be a good solution:

You manage ad campaigns for a large number of SMBs.
You pay for the ad campaigns and bill the client.
Your clients use your platform for campaign management as opposed to the native Meta interfaces.
You are a commerce platform who helps small merchants sell Facebook ads.
You are a website builder who wants to add ads buying capabilities to your portfolio.
You are a national brand managing your local brand’s ad activity.

When Not To Use

If you don’t want the liability of paying for all ad activity, then consider using the Business On Behalf Of API.
If you don’t want to pay for the clients’ ad activity, but only manage their assets, then consider using the Business On Behalf Of API.
If you only want to manage a few set of clients, consider using agency access instead. This allows the access to assets, such as ad accounts, pixels, product catalogs, and so on, without having to build on top of the 2-tier Business Manager solution.
- Note that access to these APIs is limited. Contact your Meta representative to request access.
- You can ask a client to share assets with your business, or a client can grant you access to their assets.

How it Works

The 2-Tier Business Manager solution provides the ability to own the full workflow of creating, managing, and deleting Business Managers via a single Parent Business Manager. (Newly created Business Managers are referred to as Child Business Managers).

To use this solution, your Business Manager (referred to as Parent Business Manager) creates a Child Business Manager on behalf of your client using a user access token and Facebook page. By default, the client does not have access to the Child Business Manager, but you have complete access to the Child Business Manager, and can choose to give permission to the client based on their use case.

In this framework, the Parent Business Manager pays for the Child Business Managers’ ad activity and bills their clients separately. This is meant to allow full control over ad activity and reduce friction of asking clients to approve of every modification. This means you must pay for the ads and then choose one of these options: