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This guide give an overview of the 2-tier Business Manager solution, its components, and how it works.

Use Cases

  • A commerce platform who helps small merchants sell Facebook ads
  • A software as a service (SaaS) provider for agencies who need help onboarding their small-to-medium sized business (SMB) clients (where each agency would represent a parent Business Manager)
  • You are a national brand managing your local brand’s ad activity. This includes
    • Targeting
    • Ad creatives
  • Branding
  • Budgeting

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.

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:

  • Bill clients before serving ads
  • Bill clients after serving ads

The purpose of using this framework is to manage the newly created/managed child Business Managers in a scalable, maintainable way.