Set up a Business Portfolio
Skip this step and you will spend a weekend untangling it later. The Business Portfolio (renamed from Business Manager in 2024) is the container that owns your Facebook Pages, Instagram accounts, ad accounts, Pixels, catalogs, and everyone with access. Set it up first and properly, and everything else has a clean home.
Create the Portfolio
Go to business.facebook.com and click 'Create a Business Portfolio.' Enter the business name, your name, and a business email address. The Portfolio is anchored to your personal Facebook profile but is owned by the business entity.
Each personal profile can create up to two Business Portfolios as an anti-spam control. Verified portfolios can request higher limits.
What lives inside
Facebook Pages, Instagram Professional Accounts, Ad Accounts, Meta Pixels and datasets, Catalogs, WhatsApp Business Accounts, Apps, Custom Conversions, Offline Event Sets, and Lead Access permissions.
People and Partners sit alongside assets. Grant employees, agencies, or external partners task-based access to specific assets rather than handing over login credentials.
Account limits
New Portfolios typically start with one ad account allowed. The limit grows as the account builds a clean spend and payment history.
A single Portfolio can connect multiple Instagram accounts, each linked to its own Facebook Page.
Naming
Meta rebranded Business Manager to Business Portfolio in 2024. The URL (business.facebook.com) and the API still reference Business Manager. Both names appear across current docs and trade press.
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