Module 25

Account safety, ad accounts and agencies

6 lessons, 43 stepsOne instruction at a time, each with the result to expect. Tick steps as you go; Helix remembers.

Outcome: every account that runs your business is locked down and owned by you. You will know what to do in the first hour of a hack. You will know how to get a blocked ad account reviewed. You will also know how to work with or leave an agency without losing your history.

Related: Module 7 Meta ads in practice, Module 20 Ad analysis, audiences and campaign setup, Module 16 Founder rhythm, team and resilience, Module 10 Email, SMS and messaging

In plain words

Stage: Grow (keep more of every sale, then scale). Every lesson below is tagged with its stage; see Attract, Convert, Grow.

What it is: Keep your ad accounts, store and email safe, and owned by you.

Why it matters: A hacked or blocked ad account can stop your sales overnight. It can also spend thousands of dollars in hours.

Do this:

  1. Turn on two-factor sign-in with an app on every account and add a second trusted admin.
  2. Own your business portfolio and ad account; give agencies partner access only.
  3. Set an account spending limit and know the first-hour steps if you are hacked.

Words to know:

  • Two-factor authentication: A second check, like a code from an app, needed to log in. It stops most account takeovers.
  • Business portfolio: Meta's home for your business: ad accounts, Pages, pixels and the people who can use them.
  • Partner access: An agency or freelancer uses your ad account through their own business. You still own it.

All words are explained in the glossary.

Lesson 25.1: Lock down every accountGrow

In short

One stolen password can cost more than a bad month of sales.

Do this now

Step 1: List every account the business needs.

Why this matters

One stolen password can cost more than a bad month of sales. Thieves target ad accounts because they can spend your money fast. An hour of lock-down work closes most doors.

Step 1 of 70 of 7 done

List every account the business needs. That is email and domain, Shopify, Meta, Google and TikTok. Add your email tool, payment providers, bank and the place you bought your domain.

Expected result

You have one list of every account.

Tips

Domain
Your store's web address, like yourbrand.com.

Lesson 25.2: Set up your Meta business the safe wayGrow

In short

Meta keeps your ad accounts, Pages, pixel and people in a business portfolio (formerly Business Manager).

Do this now

Step 1: Make the business portfolio yourself with your business email.

Why this matters

Meta keeps your ad accounts, Pages, pixel and people in a business portfolio (formerly Business Manager). Whoever owns the portfolio controls everything in it, so it must be you.

Step 1 of 70 of 7 done

Make the business portfolio yourself with your business email. Make yourself and one trusted person admins (see Meta Business Help Centre).

Expected result

You own the portfolio and have a backup admin.

Tips

Business portfolio
Meta's home for your business assets: ad accounts, Pages, pixels and the people who can use them.

Lesson 25.3: When your ad account is disabled or restrictedGrow

In short

Ad accounts get restricted for failed payments, policy flags, identity checks or unusual activity.

Do this now

Step 1: Open Account Quality in Meta and read the exact reason.

Why this matters

Ad accounts get restricted for failed payments, policy flags, identity checks or unusual activity. Most cases can be fixed if you stay calm and follow Meta's process.

Step 1 of 70 of 7 done

Open Account Quality in Meta and read the exact reason.

Expected result

You know why the account is restricted.

Tips

Lesson 25.4: Hacked: the first hourGrow

In short

Speed matters. A hacked ad account can spend thousands in a few hours, so work through these steps in order.

Do this now

Step 1: Turn off every active campaign you did not create, then pause all campaigns.

Why this matters

Speed matters. A hacked ad account can spend thousands in a few hours, so work through these steps in order.

Step 1 of 80 of 8 done

Turn off every active campaign you did not create, then pause all campaigns.

Expected result

Nothing is spending.

Tips

Campaign
The top level in an ad account. It holds the goal, like getting sales.

Lesson 25.5: Working with agencies, and leaving oneGrow

In short

An agency can save time, but your accounts, data and history must stay yours.

Do this now

Step 1: Before you sign, list what you must own.

Why this matters

An agency can save time, but your accounts, data and history must stay yours.

Step 1 of 100 of 10 done

Before you sign, list what you must own. That is ad accounts, pixel and datasets, Shopify, domain, email tool and Google Ads. Give the agency partner or user access only.

Expected result

Every account is owned by you.

Tips

Pixel
A small piece of code on your store that tells Meta when someone views, adds to cart or buys.
Domain
Your store's web address, like yourbrand.com.

Lesson 25.6: Trusted sender names for texts and emailsGrow

In short

Phone networks and inbox providers now check that messages really come from you.

Do this now

Step 1: In your email tool's settings, set up SPF, DKIM and DMARC for your sending domain .

Why this matters

Phone networks and inbox providers now check that messages really come from you. Unregistered senders get labelled or sent to spam.

Step 1 of 40 of 4 done

In your email tool's settings, set up SPF, DKIM and DMARC for your sending domain. These three records prove email is really from you.

Expected result

The tool shows the domain as authenticated.

Tips

Domain
Your store's web address, like yourbrand.com.

Words to know in this module

Campaign
The top level in an ad account. It holds the goal, like getting sales.
Business portfolio
Meta's home for your business assets: ad accounts, Pages, pixels and the people who can use them.
Partner access
Letting an agency or freelancer use your ad account through their own business, while you keep ownership.
Two-factor authentication
A second check, like a code from an app, needed to log in. It stops most account takeovers.
Domain
Your store's web address, like yourbrand.com.
Pixel
A small piece of code on your store that tells Meta when someone views, adds to cart or buys.
GST
Goods and services tax. Each country sets its own rate, such as 10% (Australia) or 15% (New Zealand). Registered businesses add it to most sales.
Organic
Unpaid: posts, search results and word of mouth that you do not pay to show.
Session
One visit to your store. One person can make several visits.
Chargeback
When a customer asks their bank to reverse a card payment. The money is taken back, and you can send evidence to dispute it.
Profit
Usually means contribution profit: what is left from sales after product cost, shipping, payment fees, discounts, refunds and ads. Net profit also takes off fixed costs.
MER
Helix shows it as all ad spend divided by all sales, as a percentage. MER 25% means $25 of ads for every $100 of sales. Many tools flip it to sales divided by ad spend, so 25% shows as 4x.
ROAS
Return on ad spend: how many dollars of sales you get for each $1 of ads. ROAS 3 means $3 of sales for $1 of ads.
All words to know