How to Start Your Business Through the Business Portfolio on Meta

For any company aspiring to grow and gain digital influence, the ability to consolidate and manage its business accounts within one platform has become essential.

Today, we highlight a valuable feature that serves as a key to these goals creating a Business Portfolio in Meta Business Manager, which acts as an investment gateway toward organizing digital assets, ensuring security and control, enabling advertising capabilities, and connecting with a professional service provider to take a clear step toward digital transformation.

What Is a Business Portfolio in Meta Business Manager?

The Business Portfolio in the Meta platform allows organizations to gather their Facebook Pages, Instagram Accounts, Ad Accounts, Product Catalogs, and other business assets within a centralized framework, enabling management through Meta’s business tools.

In other words, instead of having scattered and unconnected accounts, the Business Portfolio lets you group and manage them as one integrated unit, simplifying control, tracking, and permission management.

For example, if you have a Facebook Page, an Instagram Account, and an Ad Account and want to manage them from one center, this portfolio is what you need, it also connects to security and permissions for your team members, agencies, or technical partners.

Creating a Business Portfolio is not just a technical or organizational step,it carries major benefits, such as:

• Organizing assets and ensuring efficient management and proper linking between accounts, saving time and effort by centralizing them instead of managing each separately.
• Better control over permissions and roles, allowing you to specify who has full access and who has limited access—crucial for security.
• Centralized platforms with integrated analytics tools show higher conversion and engagement rates, helping you make better decisions based on unified insights.
• From an advertising perspective, a strong portfolio makes it easier to grant ad permissions or collaborate with partners and agencies, opening wider opportunities for expansion.
• If you have multiple accounts or work with a team, having a Business Portfolio reduces risks related to overlapping permissions or unauthorized access.

Prerequisites Before You Start

Before creating your Business Portfolio, ensure you meet these key conditions to avoid issues and establish a solid foundation:

• You must have an active Facebook personal account, which you will use to log in to Meta Business Manager.
• You can create up to two portfolios (for accounts you personally own), but you can join more as a member.
• The business name you enter must match your registered trade name and should not contain special symbols.
• Your business email should belong to your business domain, preferably linked to your official website.
• If you will invite partners or team members, be prepared to assign appropriate roles (basic, partial, full control, financial access, etc.).
• Ensure your personal account is secure via two-factor authentication, removing inactive users and reviewing full-control users regularly.

Step-by-Step Guide to Creating a Meta Business Portfolio

Here’s a detailed step-by-step process:

• Go to address “business.facebook.com” on your device — this is also where you log in to Meta Business Manager.
• Log in using your personal Facebook account. If you don’t have one, create it first.
• Click “Create Account.”
• Enter your business details: portfolio name (should match your business name), your full name, and business email.
• Click “Submit” to create the portfolio. You’ll receive a confirmation email — verify it to start using your account.
• Once created, you can add assets such as Facebook Pages, Instagram Accounts, Ad Accounts, Catalogs, Apps, and Meta Pixel.
• You can then invite people or partners and assign permissions — either partial access or full control.

Managing Permissions and Access

Managing permissions is crucial—it defines who can do what, protecting your digital assets and maintaining smooth workflows.
Here’s what you should know:

• There are two main types of access: Partial Access and Full Control
  o Partial Access (like employee roles) limits visibility to assigned assets and tasks only.
  o Full Control grants the ability to manage everything,settings, users, assets, and their removal or addition.
  
• Advanced roles include Financial Access, Temporary Access, and API Integration Access.
• When adding a user or partner to an asset (e.g., a Page, Ad Account, Instagram Account, or Pixel), you can specify whether they can create content, manage ads, reply to messages, view insights, or delete the asset.
• Limit the number of users with Full Control (preferably under 10) to minimize risk.
• Review user permissions regularly, remove inactive users, enable Two-Factor Authentication, and close unused Ad Accounts.

Linking the Business Portfolio with WhatsApp Business

If your business uses a WhatsApp Business Account or integrates a WhatsApp-based application, the Business Portfolio lets you connect it as part of your assets.

• You can add your WhatsApp Business Account as an asset and invite partners or assign access permissions.
• This integration gives you one central hub for all channels;Facebook, Instagram, WhatsApp—including content, messaging, ads, assets, and analytics.
• The integration enhances customer service, marketing, and analytics capabilities, ensuring a consistent User Experience (UX) and cohesive digital identity.

Steps to Enhance the Security of Your Business Portfolio

• User Access Management
  o Delete long-inactive accounts, especially those with wide permissions.
  o Remove users without two-factor authentication or those using public email domains.
  o Limit the number of full-control users to the bare minimum.
  
  
• Ad Account Management
  o Close unused ad accounts to reduce exploitation risk.
  o Have ad campaigns reviewed by a trusted person to prevent unauthorized content.
  
  
• Device and Software Protection
  o Ensure users’ devices are free from malware.
  o Review shared credit limits and related activity for suspicious behavior.
  
  
• Enhanced Authentication Measures
  o Use Passkeys for admins instead of SMS for stronger access security.
  o Set up multiple recovery methods to prevent access loss when changing devices.
  o Verify the phone number linked to the account for proper security code delivery.
  
  
• Continuous Monitoring and Review
  o Assign at least two admins with full control for added security.
  o Periodically review user permissions to ensure no one has excessive rights.
  o Monitor portfolio activity to detect changes or unauthorized attempts and contact support when needed.