What Is a Meta Business Portfolio? Assets and Access

Think of a business portfolio as the owner’s record for everything your company runs on Meta. Your Pages, ad accounts, Instagram account and pixel are registered to it, and colleagues or agencies can be given access to them through it, at the level you choose. You need one before you can use Meta Business Suite.

What can you keep in a business portfolio?

Meta lists these account types in the Accounts section of a portfolio:

• Pages
• Ad accounts
• Business asset groups
• Apps
• Commerce accounts
• Instagram accounts
• Threads accounts
• WhatsApp accounts

Meta’s setup guide also names a Meta pixel and apps owned by your organization as assets you can add. Each asset can belong to only one business portfolio.

What do you need a business portfolio for?

Beyond managing assets and people in one place, Meta says a business portfolio is required to:

• Use Meta Business Suite
• Enroll in monthly invoicing
• Run ads about social issues, elections or politics
• Verify your domain
• Create a publisher block list

Meta also lists running ads across Facebook, Instagram and Threads, working with agencies and consultants, adding system users for API access and checking security risks in Security Center among what a portfolio helps you do.

How do you create a business portfolio?

1. Go to business.facebook.com and log in with your Facebook profile or a managed Meta account.
2. Click the dropdown menu below Home in the top left.
3. Click Create a business portfolio.
4. Enter a name that matches your business’s public name, without special characters.
5. Enter your first name, last name and business email if you logged in with a Facebook profile.
6. Click Create or Create portfolio. If you used a Facebook profile, confirm your business email from the email Meta sends.

Meta warns that a new business portfolio or ad account may not have every advertising feature at first. Business Support Home shows which features you have and what you need to do to unlock more.

What limits apply to a business portfolio?

Limit	What Meta says
Portfolios you can create	Up to 2 personally
Portfolios you can belong to	No limit
Portfolios per asset	1
Ad accounts in a new portfolio	1, rising to 3 once a campaign delivers and a payment is made
Closed ad accounts	Still count toward the ad account limit

An ad account you create inside a portfolio stays in that portfolio permanently: it can’t be deleted or transferred. Claiming an existing ad account may also move it in permanently.

Who controls a business portfolio?

People get one of two levels: full control or partial access. Full control, formerly the business admin role, covers settings, people, tools and assets, and includes deleting the portfolio. Basic access, formerly the employee role, is the default for anyone you add and limits them to the assets they’re assigned.

FAQ

Can an ad account move to another business portfolio?

An ad account created inside a portfolio can’t be transferred out, and claiming an existing account may move it in permanently. If an agency needs to work on your account, it can request shared access instead. The account then stays in your portfolio while its access is shared with theirs.

Is a business portfolio the same as Meta Business Suite?

No. Meta Business Suite is the tool you use to post, message, view insights and reach Ads Manager. The business portfolio is the container of assets and people it works on. Meta’s own getting-started advice for Business Suite is to create a business portfolio first.

Who can see my details in a business portfolio?

Meta says your contact information is visible to people added to the business portfolio. When someone joins, their name, work email and assigned assets are visible to people with full control of the portfolio and of those assets. Keep that in mind before inviting outside partners.