How should I structure Meta business accounts for multiple newsletter brands?

Keep it boring. My recommended structure:

• One business portfolio.
• One ad account.
• Per-page staff permissions. Different people get assigned to specific pages.

All of my own newsletters run under one ad account. A multi-brand partner I work with runs five or six brands under one portfolio, with different people on specific pages.

What mistakes have you made?

A few. I made an accidental extra portfolio that Meta won't let me delete. I created extra ad accounts I later realized I didn't need. Consolidating after the fact is painful, with little support from Meta.

A client of mine accidentally created a new Facebook business portfolio, and that forced a full ad account restart with a new pixel.

Do I need a separate page for every brand?

Each newsletter usually has its own page, but ads for different brands can run from the same page. A page can run many ads across different audiences and locations.

The page matters in another way: about one in three people who engage with these ads will follow the page. So the ads build your social audience too.

What about news orgs with separate business accounts?

One news organization told me they run separate business accounts to control editorial staff access, and that a page nested under another account caused glitches. There can be reasons for complexity. My rule of thumb: if it's working and your ads reach the right pages, don't restructure it.

How do pixels fit in?

Each site needs its pixel set up. If you have full access to a pixel, one is fine. On client engagements my team often creates a fresh pixel to keep things clean. Details in how to set up the Meta pixel.