Everything you need to set up your Meta Business account correctly — so your lead generation campaigns launch smoothly from day one.
Meta Business Manager (now part of Meta Business Suite) is the centralised hub where all your business assets live — your Pages, ad accounts, pixels, and more. Creating one is the essential first step.
Visit business.facebook.com and click "Create Account." You'll need a personal Facebook profile to get started (this is for identity verification only — your personal profile won't be visible to the public in your business account).
Without a Business Manager, you can't run ads professionally, control access for team members or agencies, or use advanced features like the Conversions API. It also protects your business assets — keeping them separate from any personal Facebook profile.
Before going any further, enable two-factor authentication on your personal Facebook account that's linked to Business Manager. Meta now requires 2FA for accounts running ads, and it's essential for protecting your business from unauthorised access.
Go to your Facebook Settings → Security and Login → Two-Factor Authentication. Choose an authentication app (such as Google Authenticator or Authy) for the most secure option.
Ad accounts are high-value targets for hackers. If someone gains access to your account, they can run ads using your payment method and drain your budget. 2FA adds a critical layer of protection — and Meta may restrict ad delivery if it's not enabled.
Save the backup codes Meta provides during setup. Store them somewhere secure (like a password manager) — you'll need them if you ever lose access to your authenticator app.
Your Facebook Page and Instagram account are required to run ads. In Business Manager, navigate to Settings → Accounts → Pages and add your Facebook Page. Then go to Instagram Accounts to connect your Instagram profile. If you use Threads, connect that as well.
If you don't have a Facebook Page yet, you can create one directly from within Business Manager.
Lead generation ads appear under your Page and Instagram identity. If these aren't connected to Business Manager, you won't be able to create or manage ads properly — and your agency won't be able to run campaigns on your behalf.
Add at least one additional person as a full admin to your Business Manager. This should be someone you trust completely — a business partner, spouse, or close family member.
Go to Business Settings → Users → People, click "Add People," and enter their email address. Assign them the "Full Control" (Admin) role.
If your personal Facebook account is ever hacked, disabled, or locked out, you lose access to everything in Business Manager — your ad account, pixel data, audience data, and more. A backup admin ensures your business can still operate even if something happens to your primary account. We've seen this happen more than you'd think.
Inside Business Manager, go to Settings → Accounts → Ad Accounts and create a new ad account. Set your time zone to your local Australian time zone, currency to AUD, and give it a clear name (e.g., "[Your Business Name] — Lead Gen").
Once the ad account is created, go to Payment Settings and add a valid credit card or payment method. Meta requires a payment method on file before any ads can be delivered.
Use a business credit card rather than a personal one. Set up spending limits on the ad account as a safety net — you can always increase them later. This protects you from unexpected spend if something goes wrong.
Navigate to Business Settings → Business Info and fill in all fields: your legal business name, address, phone number, website URL, and business email. Make sure everything matches your official business registration.
Once your details are complete, Meta may prompt you to verify your business. Head to Security Centre in Business Settings to start the verification process. You'll need to provide supporting documents such as a business registration certificate, utility bill, or ABN lookup confirmation.
Meta uses this information for business verification and to comply with advertising transparency laws. Incomplete or inaccurate details can delay ad approvals, trigger account reviews, or even get your account restricted. Verified businesses also unlock higher spending limits and access to additional features.
The Meta Pixel is a small piece of code installed on your website that tracks visitor actions — page views, form submissions, button clicks, and more. To create one, go to Events Manager → Connect Data Sources → Web → Meta Pixel.
Once created, install the pixel on your website. If you use WordPress, Shopify, or another CMS, there are typically built-in integrations or plugins that make this easy (no coding required).
The pixel is how Meta knows when someone who clicked your ad actually becomes a lead on your website. Without it, Meta can't optimise your campaigns for conversions — meaning your ads won't improve over time and you'll be flying blind on what's working.
After installation, use the Meta Pixel Helper Chrome extension to verify the pixel is firing correctly on your site. Check that it activates on your key pages (especially thank-you and confirmation pages).
The Conversions API (CAPI) sends conversion data directly from your server to Meta — bypassing browser restrictions that can block the pixel. This is now essential for accurate tracking, especially given iOS privacy changes and the decline of third-party cookies.
If you're using Shopify, WooCommerce, or WordPress, most platforms now offer a built-in CAPI integration. In your platform's Meta/Facebook integration settings, look for "Conversions API" and enable it. Set data sharing to "Maximum" for the best performance.
The pixel alone can miss up to 30–40% of conversions due to browser privacy features, ad blockers, and iOS restrictions. CAPI fills those gaps by sending data server-side, giving Meta a much more complete picture of your lead conversions. This directly improves campaign optimisation and reduces your cost per lead.
In Business Manager, go to Brand Safety → Domains and add your website domain. Meta will ask you to verify ownership using one of three methods: adding a DNS TXT record (recommended), uploading an HTML file to your site, or adding a meta tag to your homepage.
Domain verification is required for configuring conversion events under Apple's Aggregated Event Measurement (AEM) protocol. Without it, you're limited in how many pixel events you can optimise for, and your conversion tracking on iOS devices will be significantly impaired.
The DNS TXT record method is the most reliable. Ask your web developer or hosting provider to add the record if you're not comfortable doing it yourself — it usually takes less than 5 minutes.
If your website runs on Shopify, WooCommerce, WordPress, or another major platform, connect it to your Meta Business account through the platform's native integration. This typically handles pixel installation, CAPI setup, and product catalog syncing all at once.
For Shopify specifically: install the Facebook & Instagram app from the Shopify App Store, then follow the prompts to connect your Business Manager, pixel, and catalog.
During setup, make sure you enable the Conversions API and set data sharing to "Maximum" in your platform's Meta integration settings. This ensures the best possible tracking accuracy for your lead gen campaigns.
After creating all your assets, make sure your user account (and any backup admins) are assigned to every asset in Business Manager. Go to Business Settings → Users → People, select your name, and verify you have access to all Pages, ad accounts, pixels, catalogs, and domains.
It's a common oversight — you can create an asset but not automatically be assigned to it with the right permissions. Checking this now prevents issues later when we begin setting up and managing your campaigns.
This is the final step — and it's how we get the access we need to manage your lead generation campaigns. In Business Manager, go to Business Settings → Users → Partners, click "Add," and enter the Digital Giants Partner ID shown below.
You'll need to share each of the following assets with us individually. For each asset, grant us the appropriate level of access (we'll guide you on the specifics).
Share these assets with us:
Once you've completed all 12 steps, send us a quick message at info@digitalgiants.com.au and we'll verify everything is set up correctly before we begin building your campaigns.
If you get stuck on any step, don't worry — just reach out to your Digital Giants account manager and we'll walk you through it. We're here to make this as easy as possible.