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Each organization can have multiple businesses. A business represents a brand, store, or client whose Meta ads you’re managing. Each business connects to its own Meta ad account and has its own set of recommendations.

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Viewing your businesses

Go to Settings > Businesses to see all businesses in your current organization. The page shows:
  • A usage indicator at the top (e.g., “2 of 3 businesses” based on your plan)
  • Cards for active businesses, pending deactivation, and deactivated businesses
Businesses page

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Creating a new business

1

Click the 'Create New Business' card

At the end of the active businesses grid, you’ll see a card with a plus icon. Click it to open the creation dialog.
If you’ve reached your plan’s business limit, this card will be disabled and show an “Upgrade to add more” message.
2

Fill in the details

The form has the following fields:
FieldRequired?Description
Business nameYesThe name of the brand or store
Storefront URLNoYour website (used for AI business research)
Break-even ROASNoThe ROAS you need to be profitable
Average Order ValueNoYour typical order value
Target CPLNoYour target cost per lead (for lead campaigns)
Daily budget capNoMaximum daily ad spend across all campaigns
3

Click 'Create'

The business is created and added to your organization. You can now select it from the sidebar.
4

Connect a Meta ad account

After creating the business, you’ll need to connect the Meta ad account associated with it. See Connect Meta Ads for how to do that.
Fill in the business metrics (ROAS, AOV, etc.) sooner rather than later. The AI uses these to calibrate recommendations and color-code your performance data. Without them, you’ll see a prompt to add metrics before you can generate recommendations.

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Editing a business

Click the edit icon on any business card to open the edit dialog. You can update any field, including the business name, storefront URL, and all metrics.
Edit business dialog

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Deleting a business

Click the delete icon on a business card and confirm in the dialog. This permanently removes the business and its associated data.
Deleting a business is permanent and can’t be undone. If you just want to temporarily remove a business, consider downgrading your plan instead, which schedules deactivation at the end of your billing period.

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Business statuses

StatusWhat it means
ActiveNormal, fully functional business. You can view data, generate recommendations, and manage it.
Pending DeactivationScheduled to deactivate at the end of your billing period (usually because of a plan downgrade). Shows the deactivation date. Read-only.
DeactivatedNo longer accessible. Shows a “Reactivate” button if you have available slots in your plan.

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Reactivating a business

If you have an open slot in your plan, you can reactivate a deactivated business by clicking the Reactivate button on its card. If you don’t have enough slots, you’ll be prompted to upgrade first.

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Selecting a business

Click a business card (or use the sidebar dropdown) to make it the active business. All dashboard metrics, Ads Manager data, and recommendations will switch to reflect the selected business. Your selection is saved between sessions, so you’ll see the same business when you come back.
Last modified on February 28, 2026