X Ads User Management | OpsBlu Docs

X Ads User Management

Centralized access management workflows for X Ads, covering invitations, removals, and role maintenance for cross-team engagements.

User Management Overview

X Ads (formerly Twitter Ads) assigns permissions at the ad account level. Roles include Account Administrator (full control, billing, and user invites), Ad Manager (create/edit campaigns and audiences), and Analyst (read-only). Some accounts also allow a Partner view for agencies. Access is managed inside the ad account via Edit access to account. Always confirm the correct ad account handle and funding source before adding or changing users.

X Ads operates without a manager account (MCC) concept - each ad account has its own roster and funding source. This means users must be added to each individual ad account separately. Understanding this structure is essential when managing multi-account setups.

Access model & roles

X Ads structures access at the ad account level. When you grant someone access to an ad account, they can see all campaigns, audiences, and funding sources within that account. Unlike other platforms, there's no concept of sub-scoping users to specific campaigns - it's all or nothing at the account level.

Core roles in X Ads:

  • Account Administrator: Full control over the ad account including user invitations, billing settings, payment method management, and credit line access. Administrators can create, edit, pause, and delete campaigns, manage audiences and conversion events, and access all reporting. This role should be restricted to senior managers, finance leads, or operations personnel who require full account visibility.

  • Ad Manager: Can create, edit, pause, and activate campaigns and ads within the account. Ad Managers can build custom audiences, install conversion pixels, and access all campaign reporting. They cannot invite users, modify billing settings, or change funding sources. This is the most common role for media buyers and campaign managers.

  • Analyst: Read-only access to campaigns, ads, audiences, and reports. Analysts can export data and view performance metrics but cannot create or edit anything. Ideal for data analysts, client stakeholders, or finance teams who need visibility without editing rights.

  • Partner: Limited collaborator view available on some legacy accounts or via X's Ads API partnerships. This role typically provides read-only access with restricted visibility. Confirm with your X account team if Partner access is available for your account.

Data controls:

  • Funding sources (credit lines, payment methods) are visible to Account Administrators. Keep this pool small to reduce financial risk.
  • Custom audiences and conversion events are account-level assets. All users with campaign access can see and use them (Ad Managers and Administrators), so be mindful of sensitive audience data.
  • Always document which funding instruments are authorized per account to avoid unexpected charges.

Common use cases

Agency onboarding: When bringing on an external agency, assign them Ad Manager access to the specific ad accounts they will manage. If your organization has multiple ad accounts (e.g., per brand or region), add them to each relevant account separately. If they need reporting for client presentations, consider adding a separate Analyst user for their stakeholders instead of elevating campaign management permissions.

Client access: Clients typically need Analyst access to monitor campaign performance. Avoid giving clients Account Administrator or Ad Manager roles to prevent accidental changes or budget overruns. If a client insists on editing access, create a dedicated test ad account for training.

Internal team members: Campaign managers should receive Ad Manager access. Finance teams should get Account Administrator access only if they need to manage billing; otherwise, provide Analyst access for invoice visibility. Data scientists or BI teams who need raw reporting data should receive Analyst access.

Contractor or temporary access: For short-term contractors, use Ad Manager with a defined expiration date. Document the removal date in your ticketing system and set a calendar reminder. X Ads does not automatically expire users, so manual review is required.

Adding users

When adding a new user to X Ads, you'll need Account Administrator rights and the user's X (Twitter) handle or email associated with their X account. X sends a notification to the user that they've been granted access.

Step-by-step process:

  1. Sign in to X Ads and navigate to the correct ad account.
  2. Click your avatar in the top-right corner and select Edit access to account from the dropdown.
  3. Click Add access or Invite user.
  4. Search for the user's @handle or enter their email address associated with their X account. The platform will match it to their X profile.
  5. Select the appropriate role: Account Administrator, Ad Manager, or Analyst.
  6. Confirm the correct funding source is selected. Administrators will see all funding sources; Ad Managers and Analysts won't manage billing.
  7. Save and verify the user appears in the access list with the expected role.

After granting access, notify the user to log in to ads.x.com and confirm they can see the ad account.

Updating roles

Role adjustments in X Ads take effect immediately. Users don't need to log out - permissions update on their next page load or action.

When to update roles:

  • An Ad Manager is being promoted to Account Administrator because they now manage billing or onboard other users.
  • An Account Administrator is stepping down and should be downgraded to Ad Manager to reduce billing and financial risk.
  • A campaign manager is transitioning to analytics and only needs Analyst access going forward.
  • A finance team member needs Account Administrator access to manage payment methods.

Update process:

  1. Go to the ad account and click avatar → Edit access to account.
  2. Locate the user in the access list.
  3. Change their role to Account Administrator, Ad Manager, or Analyst.
  4. If downgrading an Account Administrator, ensure at least one other Administrator remains to prevent account lockout.
  5. Save and verify the updated role appears in the access list.

Best practice: When downgrading someone from Account Administrator to Ad Manager, ensure another Administrator can handle billing and user management going forward.

Removing & offboarding

Removing a user from X Ads is immediate and permanent. Once removed, you cannot restore their access - you must re-add them if needed.

Offboarding checklist:

  1. Identify any campaigns, custom audiences, conversion events, or scheduled posts the user created. Transfer ownership or ensure another user can manage them.
  2. Go to avatar → Edit access to account and locate the user.
  3. Click Remove access or delete the user from the list.
  4. Capture a screenshot of the final access state for your compliance log.
  5. Update your internal roster and SSO directory to reflect the removal.
  6. If the user was an Account Administrator, ensure at least one other Administrator remains active.

After removal:

  • Run a quick audit of all ad accounts to confirm the user was removed from all relevant accounts (if you have multiple).
  • Document the removal in your ticketing system with the date, approver, and reason.
  • Schedule a reminder for your next quarterly access review.

Available Guides

Change Control Checklist

  • Confirm the requestor and approver in your IAM or ticketing system.
  • Capture screenshots from Edit access to account (before/after) for every change.
  • Update internal directories once access has been granted or revoked.
  • Note whether the user is tied to specific funding instruments or shared audiences.
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