In brief
An ad appears under an identity: a Facebook Page, an Instagram account, sometimes a Threads profile. On top of that come the advertiser and the brand settings.
Why it matters
Identity builds trust. The advertiser meets a transparency requirement: in the European Union, the beneficiary and the payer are shown in Meta’s ad library.
The main settings
- Facebook Page and Instagram profile: the identity visible on the ad.
- Threads profile: optional, useful for Threads placements.
- Advertiser: the name of the beneficiary and of the payer.
- Brand: logo, colors and name reused across your ads.
A concrete example
An agency launches a campaign for a client. It chooses the client’s Page as the identity, enters the client’s name as beneficiary and whoever pays for the ad as payer. The ad stays consistent with the brand and compliant with the transparency rules.
Pitfalls to avoid
- Using a Page that does not look like the brand: people hesitate to click.
- Entering an inaccurate advertiser: the ad may be rejected or cause confusion.
Key takeaways
- A consistent identity reassures.
- The advertiser must be accurate.
- Check the ad preview: the Page name and image appear there as the audience will see them.
Practice in TRIALO
In an ad, choose the Page and the Instagram profile, then open the advertiser settings and see what is asked.