Photo by AJ Colores on Unsplash

Migrat­ing to a Glob­al Page Struc­ture (also known as “Face­book Glob­al Pages”) can be dif­fi­cult, and I could­n’t seem to find a single guide with everything I needed to know. I recor­ded my exper­i­ences, so you can com­plete the pro­cess more effect­ively (without mak­ing the same mis­takes I did).

What are Facebook Global Pages?

If you have mul­tiple Face­book pages (for dif­fer­ent coun­tries), it may be bet­ter to rep­res­ent them using a single brand name (i.e. Joe’s Book­stores instead of Joe’s Book­stores — UK, Joe’s Book­stores — France, etc). A Glob­al Page Struc­ture allows you to do this — so that searches will only dis­play one res­ult for your com­pany, and users will be auto­mat­ic­ally redir­ec­ted to the ver­sion for their region.

Flowchart of Facebook page redirections

Image cour­tesy Face­book. © Face­book — All rights reserved.

One great fea­ture of Face­book Glob­al Pages (and why many choose to use them) is that page likes are aggreg­ated across all your pages — mean­ing that even your least-liked page dis­plays your total num­ber of likes — this will be high­er than (and usu­ally a mul­tiple of) your best-liked indi­vidu­al page.

Glob­al Pages are not inten­ded for man­aging mul­tiple stores in the same region — this is achieved using Face­book Loc­a­tions (how­ever, you could use Glob­al Pages and Loc­a­tions — if you have many retail stores in mul­tiple coun­tries, for example).

Import­ant: once you’ve migrated to Glob­al Pages, you can­’t go back.

Part A: Getting Started

1. Business Manager

Glob­al Pages are only avail­able as part of Busi­ness Man­ager (a much more power­ful way of man­aging Face­book pages). If you haven’t migrated to Busi­ness Man­ager yet, you’ll need to do this to enable Glob­al Pages. All your pages must be pub­lished, have a pro­file, a cov­er photo and posts.

2. Eligibility

Glob­al Pages are still being rolled out, and may not be avail­able in your region. To find this out, go to your page set­tings and there should be a Glob­al Pages tab in the left nav­ig­a­tion. If it’s not present, you may still be eli­gible — con­tact Face­book to find out for sure.

Global Pages Settings

If you are eli­gible, a Glob­al Pages tab will appear in your page settings

3. Targeting Strategy and Setting a Default Page

There are two main ways you can redir­ect your cus­tom­ers in mul­tiple mar­kets using your new Glob­al Page Struc­ture - by country/region or by lan­guage. Face­book will sup­ply you with a list of these regions and lan­guages that you can select from (these match the options you have for your page).

Con­tinu­ing the example above, the coun­try-based Face­book page for Joe’s Book­stores (UK) would tar­get United King­dom (and Ire­land, as this is part of UK & Repub­lic of Ire­land).

If you have mul­tiple lan­guage pages, your tar­get­ing can sup­port this as well — Joe’s Book­stores (Eng­lish) would tar­get the lan­guage Eng­lish, and Joe’s Book­stores (French) would tar­get the lan­guage French.

If you have mul­tiple pages and loc­al lan­guages, your tar­get­ing can sup­port this as well — Joe’s Book­stores (France, Eng­lish) would tar­get the coun­try France and the lan­guage Eng­lish, and Joe’s Book­stores (France, French) would also tar­get France but the lan­guage French.

You will also need a Default Glob­al Page for cus­tom­ers who aren’t loc­ated in these regions (or haven’t set their lan­guage). For your vis­it­ors — and for you to test — switch­ing between regions is easy, just select the ellip­sis (the three dots) under the main image head­er, and select Switch Region. This option is only vis­ible on Glob­al Pages, and does­n’t affect your actu­al Face­book coun­try setting.

Switch Region

Using the drop-down to change between regions

4. Naming Strategy

Hope­fully your Face­book Page Names (e.g. Joe’s Book­stores) and van­ity URLs (such as @joesbookstores — also called page user­names) are already well organ­ised and have a good nam­ing con­ven­tion, but this isn’t a require­ment of migrat­ing to Glob­al Pages. If you don’t have any van­ity URLs, now would be a good time to look at this aspect — check that all your names are avail­able and unclaimed, as they are avail­able on a first-come, first-served basis. Pages must also have 25 likes before they become eli­gible for van­ity URLs, and user­names can only be set once.

Import­ant: although Face­book them­selves were con­fused about this aspect, OLD VANITY URLs WILL NOT REDIRECT TO THE NEW VANITY URLs (although ori­gin­al Face­book-gen­er­ated ones will redir­ect to your new selec­ted van­ity URL). There is no mech­an­ism for allow­ing these types of redir­ects to hap­pen, so make sure of this before you enable your Glob­al Pages.

5. Setting Global Roles using the Root Page

Although you can still have page roles, there will also be admin­is­trat­ors of your entire Glob­al Struc­ture. This is done using the Root Page — a page which allows you to man­age set­tings for all of your Glob­al Pages. Your Root Page is invis­ible and can­not be vis­ited, but allows you to:

  • set Glob­al Roles - this includes adding Root Admins (using their user ID — at this time you can­’t add a Part­ner ID)
  • view Glob­al Insights (for met­rics across all of your pages)

Root Admins can man­age your Glob­al Roles, as well as man­age or add new pages to your Glob­al Struc­ture.

6. Will My Likes and Insights Data Change?

When you migrate your pages to a Glob­al Struc­ture, your actu­al page likes and insights will seem to have moved around. This is nor­mal, and the inten­ded res­ult. Some pages will get more likes, and oth­ers will have less — because the pre­vi­ous rela­tion­ship between likes and pages becomes com­pletely dis­con­nec­ted (they are related to the total sum of all pages). All ana­lyt­ics are now determ­ined by your tar­get­ing strategy — but the good news is that you will now have total ana­lyt­ics avail­able as Glob­al Insights.

It will take some time for this to settle down, so be wary of any com­par­is­ons you make that trans­ition through the date of transition.

Part B: Making it happen

1. Contacting Facebook

Face­book is a little notori­ous to con­tact. I’ve found the best way to do this is by going to Face­book Busi­ness Sup­port (web page) and select­ing chat, or Face­book Ads Sup­port (Face­book page) and select­ing mes­sage. You may need to quote your Busi­ness Man­ager Ad Account ID and the ID of your Face­book pages, so make sure you have these ready.

EDIT: Cur­rently, there is no dir­ect way to con­tact Face­book via tele­phone or email. Don’t call a Face­book con­tact phone num­ber you have found on Google (like this one). These are run by soph­ist­ic­ated scam­mers, and they will ask seem­ingly legit­im­ate ques­tions — until they have enough inform­a­tion to hack your account (or worse).

2. Completing the Global Pages Spreadsheet

After you con­tact Face­book, they will send you an Excel spread­sheet to com­plete. If you have covered all the numbered items above, com­plet­ing this should be a snap. Don’t adjust the format­ting, hide columns, or tidy up in any way! They use this as auto­mated input, so if you change it, the auto­ma­tion might not work.

Tab 1: Global Page

Regions Page ID New Van­ity Page Name
DEFAULT PAGE 12345 brand brand
IE-Eng­lish/­Ger­man/Span­ish, CA-French, FR-French 67890 brand.a brand
GB-Eng­lish/­Ger­man, CN, BE-French 24689 brand.b brand
NZ, AU 54871 brand.c brand

The first tab asks you to list the Regions — i.e. your tar­get­ing strategy (language/country — there’s a look­up table on anoth­er tab you can use), and which page is the default. You can change both of these set­tings at a later time in the Glob­al Pages settings.

The Pages ID is the num­ber ref­er­ence you see in Busi­ness Man­ager — it’s also in the bot­tom of the page info sec­tion of your page’s settings.

The Van­ity column is the URL suf­fix (the bit after — this can­not be changed after­wards. If you don’t have a van­ity URL, now is a great time to select one — all your pre­vi­ous vis­it­ors will be redir­ec­ted to your new URL nam­ing strategy. How­ever, if you already have a van­ity URL you can change it — but your old van­ity URL will not redir­ect to the new URL.

The Page Name is what will be dis­played in searches and on your page — you can change this in the About tab at any time.

Tab 2: Root Admin(s)

Root Admin User IDs

Here is where you list the user ID for any glob­al admin­is­trat­ors — make sure you at least list your own user ID here. Don’t worry, you can always add new admins after your move to Glob­al Pages. The notes from Face­book here say “The root Page is invis­ible and over­looks the whole struc­ture. It allows you to have insights for the whole struc­ture. Admins of the root Page can also man­age the Glob­al Page struc­ture (e.g add/remove coun­tries and edit Pages).”

To eas­ily find out your user ID, go to this URL (but change the “mar­ket­ing” ref­er­ence to the user­name of the per­son, e.g.

Tab 3: Country Codes

This is the com­plete list of all the coun­tries and their two-let­ter abbre­vi­ations. You’ll need this ref­er­ence to com­plete the first tab.

Tab 4: Languages

This is the com­plete list of all the sup­por­ted lan­guages. You’ll need this ref­er­ence to com­plete the first tab.

Tab 5: Tips

A few help­ful point­ers, some of which I’ve covered here. I found that nam­ing all of my pages with the same name caused some issues later on (as I did­n’t know which page was which when integ­rat­ing with oth­er plat­forms), but this is prob­ably bet­ter from a cus­tom­er point of view. Your mileage may vary.

Wrapping Up

Once you’ve sent your com­pleted spread­sheet back to Face­book, it can be imple­men­ted quite quickly — some­times in under a week — and they will usu­ally let you know if there’s a problem.

This post was first writ­ten in 2018, but should still be cur­rent. Please let me know in the com­ments if your exper­i­ence was any dif­fer­ent (or if you have any addi­tion­al tips).

Helpful links

  1. Am I eli­gible to cre­ate Glob­al Pages?
  2. Cre­ate a Glob­al Pages structure
  3. About Glob­al Pages
  4. Con­sol­id­ate region­al Pages into Glob­al Pages
  5. Face­book Ad Support
  6. Face­book Busi­ness Support
  7. What are the guidelines around cre­at­ing a cus­tom username?
  8. How do I change the user­name for my Page?
  9. How Face­book determ­ines a person’s loc­a­tion for Glob­al Pages