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     style=\"\"\n          value=\"4\"\n        >\u003Cstrong>人员\u003C/strong> —— 同事、外包和代理商，各自持有范围不同的权限\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>合作伙伴\u003C/strong> —— 你与之共享资产的其他企业，无需交出登录凭据\u003C/li>\u003C/ul>\u003Cp>Meta 一直在把独立的 Business Manager 界面并入 \u003Cstrong>Meta Business Suite\u003C/strong>，在那里同一个对象常被称作\u003Cstrong>企业组合（business portfolio）\u003C/strong>。叫法改过不止一次，底层结构没变。如果本文提到的某个菜单在你的账户里位置略有出入，找"企业组合设置"即可，那是同一个地方。\u003C/p>\u003Cp>这一层之所以要紧：由 Business Manager 持有的资产，能挺过人员流动；挂在个人号下的资产，会跟着人一起走。\u003C/p>\u003Ch2>动手之前需要准备什么\u003C/h2>\u003Cp>先备齐这些，因为流程走到一半再放弃，会留下一个残缺的企业，你之后还得去删：\u003C/p>\u003Col class=\"list-number\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>一个有历史记录的个人 Facebook 账号。\u003C/strong> Meta 会把新企业锚定在你的个人号上。当天新注册的号，是触发即时封禁的常见原因。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>一个自有域名的企业邮箱。\u003C/strong> 免费邮箱技术上能用，但在认证环节会削弱你的可信度。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>企业法定名称\u003C/strong>，与注册文件上完全一致。不是商号，不是品牌名，是注册全名。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>一个主页\u003C/strong>，现有的或在设置过程中新建的都行。\u003C/li>\u003C/ol>\u003Cp>如果法人实体还没注册，请先停下。你可以先建 Business Manager、之后再认证，但在此期间搭起来的每一项资产，都挂在一个可能过不了认证的企业下面。\u003C/p>\u003Ch2>创建 Facebook Business Manager 的分步流程\u003C/h2>\u003Ch3>第一步 —— 打开创建入口\u003C/h3>\u003Cp>访问 \u003Ccode>business.facebook.com\u003C/code>。如果你从未创建过，会直接进入创建流程；如果你已经属于某个企业，打开企业选择器，选择新建。\u003C/p>\u003Ch3>第二步 —— 填写企业信息\u003C/h3>\u003Cp>系统会要求填写企业名称、你的姓名和企业邮箱。\u003C/p>\u003Cp>企业名称对你的合作伙伴可见，也会出现在权限申请中。用真实名称。之后改名是可以的，但一个新企业反复改名，是 Meta 会纳入权重的信号。\u003C/p>\u003Ch3>第三步 —— 确认邮箱\u003C/h3>\u003Cp>Meta 会发送确认链接。在你点击之前，该企业处于受限状态，部分设置是锁住的。请立刻完成，别等把资产都搭完再回头做。\u003C/p>\u003Ch3>第四步 —— 添加第一批资产\u003C/h3>\u003Cp>在企业设置里可以找到主页、广告账户和人员几个板块。对每一项资产，你有两个截然不同的选择，区别很重要：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>添加（Add）\u003C/strong> —— 认领所有权，资产永久转入该企业名下。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>申请访问权限（Request access）\u003C/strong> —— 你操作别人的资产，所有权仍归对方。\u003C/li>\u003C/ul>\u003Cp>自有资产用"添加"，客户资产用"申请访问权限"。误认领客户主页会造成权属争议，解开还得对方配合。\u003C/p>\u003Ch3>第五步 —— 在企业内部创建广告账户\u003C/h3>\u003Cp>要\u003Cstrong>从 Business Manager 内部\u003C/strong>创建广告账户，而不是先用个人号建好再转移。个人创建后迁移进来的广告账户，会把此前的历史一并带入，包括过往的违规记录。\u003C/p>\u003Cp>时区和币种要谨慎设置。\u003Cstrong>账户一旦产生消耗，这两项都无法再改。\u003C/strong> 时区设错，会悄无声息地让这个账户余生的所有报表都对不齐。\u003C/p>\u003Ch2>企业认证：那个总被往后拖的步骤\u003C/h2>\u003Cp>企业认证用于确认你是一家真实注册的实体。它是更高消耗上限和若干受限投放类目的闸门。\u003C/p>\u003Cp>你需要能一致体现法定名称与地址的文件 —— 通常是注册证书，加上水电账单或银行对账单。最常见的拒绝原因不是造假，而是\u003Cstrong>不一致\u003C/strong>：证书上写的是 "Acme Trading Limited"，账户里填的是 "Acme"，账单上印的是 "ACME TRADING LTD"。提交前先让这三处对齐。\u003C/p>\u003Cp>尽早认证，趁你还有时间修改材料。等出了限制、消耗被冻结再赶着认证，才是企业发现自己文件对不上的典型时刻。\u003C/p>\u003Ch2>人员权限的正确加法\u003C/h2>\u003Cp>存在两套权限模型，混淆它们，就是离职员工还能访问好几年的原因：\u003C/p>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>企业角色\u003C/strong> —— 对企业本身的员工或管理员权限\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>资产权限\u003C/strong> —— 这个人在每一项具体主页、广告账户或 Pixel 上能做什么\u003C/li>\u003C/ul>\u003Cp>按"够用就好"授予最小资产权限，管理员则给到你能说得清理由的最少人数。对代理商和自由职业者，用\u003Cstrong>合作伙伴权限\u003C/strong>而不是把他们加成员工：伙伴关系可以一步切断，对方自己的安全问题也留在边界的另一侧。\u003C/p>\u003Cp>每季度审一次这份名单。没有人会在权限该收回的那一刻想起来收回。\u003C/p>\u003Ch2>创建 Business Manager 时的常见错误\u003C/h2>\u003Cul class=\"list-bullet\">\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"1\"\n        >\u003Cstrong>"以防万一"建了好几个企业。\u003C/strong> 同一个人建出多个 Business Manager、持有互相重叠的资产，是与规避行为高度关联的模式。建一个，然后在里面做结构。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"2\"\n        >\u003Cstrong>币种或时区设错。\u003C/strong> 如上，首次消耗后即锁定。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"3\"\n        >\u003Cstrong>用全新的个人号去建。\u003C/strong> 锚定账号的注册时长和正常活动记录是有分量的。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"4\"\n        >\u003Cstrong>把 Pixel 留在个人账户下。\u003C/strong> 那样衡量口径属于某个人，而不属于这家企业。\u003C/li>\u003Cli\n          class=\"\"\n          style=\"\"\n          value=\"5\"\n        >\u003Cstrong>跳过双因素验证。\u003C/strong> Meta 对管理员的强制要求在收紧，而一个被盗的管理员号，是一次性丢光全部资产的最快路径。这方面的运营细节，可参考我们的\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/how-to-avoid-facebook-ad-account-ban/\">如何避免 Facebook 广告账户被封\u003C/a>。\u003C/li>\u003C/ul>\u003Cp>如果配置干净却仍被限制，申诉路径与预防路径不是一回事，见\u003Ca href=\"https://deepclick.com/zh-CN/resources/blog/facebook-ad-account-disabled-appeal/\">Facebook 广告账户被封后如何申诉\u003C/a>。\u003C/p>\u003Ch2>设置完成后，第一周要复查的清单\u003C/h2>\u003Cp>建好几天后，把这张表跑一遍：\u003C/p>\u003Cdiv class=\"lexical-table-container\">\n        \u003Ctable class=\"lexical-table\" style=\"border-collapse: collapse;\">\n          \u003Ctbody>\u003Ctr class=\"lexical-table-row\">\n        \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 检查项 \u003C/p>\n      \u003C/th>\n    \u003Cth\n        class=\"lexical-table-cell lexical-table-cell-header-1\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 为什么重要 \u003C/p>\n      \u003C/th>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 企业邮箱已确认 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 解锁受限设置 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 已提交企业认证 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 消耗上限与类目的闸门 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 时区与币种正确 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 首次消耗后不可更改 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> Pixel 归企业所有 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 能挺过人员变动 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 全部管理员开启双因素 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 账户丢失的最大单一来源 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 代理商走合作伙伴权限 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 一步可撤销 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003Ctr class=\"lexical-table-row\">\n        \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 付款方式为企业支付工具 \u003C/p>\n      \u003C/td>\n    \u003Ctd\n        class=\"lexical-table-cell lexical-table-cell-header-0\"\n        \n        \n        style=\"border: 1px solid #ccc; padding: 8px;\"\n      >\n        \u003Cp> 个人卡会让争议处理复杂化 \u003C/p>\n      \u003C/td>\n    \n      \u003C/tr>\u003C/tbody>\n        \u003C/table>\n      \u003C/div>\u003Ch2>常见问题\u003C/h2>\u003Ch3>创建 Facebook Business Manager 必须有注册公司吗？\u003C/h3>\u003Cp>不必。个人身份也能创建并投放广告。但没有注册实体就无法完成企业认证，这会限制消耗额度和部分受限类目的准入。\u003C/p>\u003Ch3>一个人能创建几个 Business Manager？\u003C/h3>\u003Cp>Meta 对每个账号允许的数量不多，且新账号的实际上限比文档写的更低。目标应当是一个结构良好的企业，而不是好几个。\u003C/p>\u003Ch3>币种和时区之后还能改吗？\u003C/h3>\u003Cp>不能，广告账户一旦有消耗就锁死。你只能在同一企业下新建广告账户，这意味着重建投放历史。\u003C/p>\u003Ch3>Business Manager 和 Meta Business Suite 有什么区别？\u003C/h3>\u003Cp>Business Suite 是界面；其中的企业组合，就是过去以 Business Manager 形式呈现的那个对象。同一个所有权层，换了新包装。\u003C/p>\u003Ch3>应该让代理商替我创建 Business Manager 吗？\u003C/h3>\u003Cp>最好不要。谁创建，谁就可能最终持有你的资产。自己建，然后给代理商合作伙伴权限。\u003C/p>\u003Ch2>一句话总结\u003C/h2>\u003Cp>创建 Facebook Business Manager 只要几分钟；创建一个日后不后悔的，需要一点规划：用真实法定名称、尽早完成认证、资产归企业而非个人、代理商走合作伙伴权限、时区和币种第一次就设对 —— 因为最后这项是永久的。\u003C/p>\u003C/div>","https://deepclick.com/zh-CN/resources/blog/how-to-create-facebook-business-manager",{"en":552,"zh-CN":552},1787888694644]