Five Big Problems with Meta Business Accounts

The Most Common Meta Problems 

1. Lack of Awareness 

There is a constant stream of updates on your Meta Business account. Unless you actively keep up with the updates upon release, you may quickly suffer from information overload. As the weeks go by, it may prove difficult to find up-to-date resources on specific features and accompanying Meta problems.

For example, December marked the addition of two new reports to the Account Insights dashboard: Creative Freshness and Creative Mix. These features may prove helpful in analyzing creative output and reducing creative fatigue. However, there is little understanding of how to utilize it fully.

There is a lack of public awareness around how to use Meta Business Suite, including what you need to support advertising, multiple users and general content promotion. Small businesses that devote little focus to Facebook face many Meta Business Suite problems today. Yet, few straightforward resources are available to help you navigate its ever-changing features. 

2. Poor User Experience 

A Meta Business account aims to be convenient, helping you manage your content for Facebook, Instagram and Messenger in one place. Yet, Meta’s problem lies in its navigation.

Meta Business Manager has similar pages that may easily be confused with one another. For instance, the platform includes pages titled Business Manager, Commerce Manager and Account Manager. It takes an excessive amount of clicks to find essential functions — making it difficult to begin even the simplest of changes.

Functionality is also a common complaint for those learning how to use Meta Business Suite. Many users report their scheduled posts disappearing, constant error messages or even random switches between accounts. In addition, a Meta Business account may also experience issues with page access  — ultimately, the problem is that there is too much under one umbrella. 

3. Performance Issues 

One of the main Meta Business Suite problems today is performance. Meta uses algorithms to determine when and where to show ads across its apps effectively. However, the algorithm periodically goes haywire. Some businesses have reported costs per click rising and falling randomly, cutting into profits for high-value campaigns. 

Meta rarely issues a formal explanation for the fluctuations. On rare occasions, representatives may share blanket statements on Meta problems such as they are “working to resolve the issue.” However, without consistent monitoring or support from an agency, small businesses may not notice the changes until they’ve exceeded their spending goals. 

4. Lack of Support and Resources

Meta Business accounts provide little support for the average user. There’s a Meta Help Center but the resources essentially end there. There is no phone line and even though live chat is available, it’s extremely difficult to find. If you have a specific question on Meta Business Suite problems today, you’re often limited to reading articles on the website or searching for how-tos on YouTube.

Some may be able to access Meta Pro Team, a resource for small businesses that need help with the platform. However, this resource has strict eligibility requirements — not everyone has the opportunity to learn how to use Meta Business Suite from a professional.

5. User Error in Setup 

In our experience, setup errors are the most common problem businesses face. Many choose to “go it alone” and set up their advertising and business accounts independently. While this seems like a good idea at the time, it may quickly turn into more Meta problems. 

Your Meta Business account requires a strong foundation to expand upon — if there’s one error in the initial setup process, you may experience more roadblocks in your advertising efforts. Simple things like boosting a post could take hours as you try to identify the root of the problem. Knowing how to use Meta Business Suite is critical from the moment you hit “sign up.”

Considering Content Challenges

Apart from the many Meta Business Suite problems today, you may want to also consider potential content challenges. Apple’s data privacy protections have changed access to valuable consumer behavior metrics from iOS users. Users may opt-in or -out of app tracking — and nearly 85% of consumers have opted out, creating yet another Meta problem. 

Many targeting methods that would have been effective before updates are now obsolete. Businesses without an expansive reach suffer from the loss of highly targeted ads and struggle to find a strategy that works for them. 

Navigating Your Meta Business Account 

As you navigate your Meta Business account, we have five primary pieces of advice: 

• Do your research. We recommend you take 1-3 days a week to research the current updates and ensure you set up your account properly. 
• Look for resources. Be creative in the resources you use. YouTube tutorials from creators such as The Social Media Examiner may answer questions not found on the Meta Help Center. Beyond that, Reddit threads may help you find users having similar Meta Business Suite problems today.
• Monitor your account. As a business owner, your goal is to maintain a positive return on your investment. We recommend keeping a close eye on your account to identify Meta problems early, especially when it comes to daily ad spend.
• Keep track of access. It may also be beneficial to keep track of usernames and passwords associated with your admin accounts. Additionally, we’d advise maintaining a record of all individuals who need access permissions — periodically review the “People” portion of your Business Settings to ensure only authorized users have access to assets.
• Be prepared to collaborate. Business owners may not have time to sift through the details of a social media platform. Collaborating with a social media marketing agency may streamline your Meta Business account and ensure proper strategy in your advertising efforts. 

Partnering with Paradigm

You don’t need to tackle Meta Business Suite on your own. As a digital marketing agency with nearly 30 years under our belt, Paradigm is an essential partner when navigating Meta Business Suite problems today.

Explore your opportunities in social advertising and content creation with Paradigm — contact our team to get started.