What Are Ad Account Roles? Admin, Advertiser, Analyst

A role decides what someone can do inside your ad account, from looking at numbers to spending money and changing who else gets in. Meta’s three roles stack: each one adds powers to the one below it. Meta advises giving people only the permissions they need, which it says helps keep business assets more secure.

What can each ad account role do?

Permission	Admin	Advertiser	Analyst
View ads	Yes	Yes	Yes
Access reports	Yes	Yes	Yes
Create and edit ads	Yes	Yes	No
Edit payment method	Yes	No	No
Manage admin permissions	Yes	No	No

If you own the ad account, you automatically have the admin role. Meta’s add-people article adds a detail on advertisers: they set up ads using the account’s existing payment method and can view payment methods, but can’t change them.

Which role should you give whom?

Meta suggests the advertiser role for people who build and manage campaigns but shouldn’t control billing or account membership, such as a marketing team member or an agency running your campaigns. It suggests the analyst role for people who only monitor performance and pull reports, such as a finance team member tracking ad spend or a manager reviewing results. Keep admin for the people who must manage payment and access.

How do roles work in a business portfolio?

Once an ad account is in a business portfolio, you assign access through the portfolio instead, and Meta says portfolio-level permissions override asset-level ones. Access then comes in two levels:

• Full control: every permission on the ad account, and the ability to manage who else is assigned to it.
• Partial access: only the specific tasks you assign, such as managing ads.

At portfolio level, people can also get finance access as an advanced option, to view or manage transactions, invoices, account spend and payment methods. Meta notes that full control of the portfolio was formerly called the business admin role, and basic access the employee role.

What do you need to run ads for a Page or Instagram account?

Meta lists four requirements:

1. Hold full control or partial access with ads permission on the Facebook Page.
2. Use a professional Instagram account, switching from a personal profile if needed.
3. Connect the professional Instagram account to the Facebook Page.
4. Hold the admin or advertiser role on the ad account.

Missing Page permissions can trigger errors such as #1443121, where your Page doesn’t appear in the dropdown when you create an ad.

FAQ

Do I need to add myself as an admin?

No. Meta says that if you own the ad account, you automatically have the admin role. Only admins can manage who else has access to the ad account and what role each person has, so keep that role with someone in your own business.

Can someone with a role log in as me?

No. Meta states that granting people permissions on your ad account doesn’t let them log in as you or see things on your profile that you haven’t shared with them. What they can do in the ad account depends on the role you assign.

Why can’t I see my Page when creating an ad?

Meta links this to missing Page permissions, shown as error #1443121. You need full control or partial access with ads permission on the Page, plus an admin or advertiser role on the ad account. Ask a person with full control of the Page to grant it.