- business.facebook.com → Settings → Users → System Users → Add → any name → role Admin.
- On the system user → Assign assets: every ad account and Page you'll launch on, with full control (not view-only), plus your app with manage rights.
- Same place → Generate new token → your app → expiry Never.
- Tick 6 permissions: ads_management, ads_read, business_management, pages_show_list, pages_read_engagement, pages_manage_ads. Without the last two you can't pick a Page or run on Instagram. Optional — pages_manage_metadata: only for the Page functions of BM management; everything else works without it, and AdFleet asks for it itself when it's needed.
- Copy the token (starts with EAA) — Facebook shows it once. Lost it? Generate a new one.
- In AdFleet: Ad accounts → Connect token → Business Manager ID, Meta App ID, System User Token → Connect and verify. The token is checked live against Facebook and stored encrypted.
A System User token doesn't expire on its own. It stops working only if the system user/app is deleted, the token is revoked, or the BM is restricted. Added new accounts to the BM? Assign them to the same system user (step 2) — no new token needed.
No BM admin rights? There's an alternative — a user token, lasting ~60 days (documented separately in the product).