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Each organization can have multiple businesses. A business represents a brand, store, or client whose Meta ads you’re managing. Each business connects to its own Meta ad account and has its own set of recommendations.

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AI Businesses and MCP businesses

A business can be connected two ways, and the difference is what you pay for. Every AI Business is also an MCP business. The reverse isn’t true, and it doesn’t need to be: connecting a tenth brand to the MCP costs nothing extra on Nova. You only pay again when you want the crew working that brand too. Turn the crew on or off for a business with the AI toggle on its card. Adding an AI Business is immediate and prorated; removing one takes effect at the end of the billing period you’ve already paid for. See Subscription & Billing for the full picture.

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Viewing your businesses

Go to Settings > Businesses to see all businesses in your current organization. The page shows:
  • A usage indicator at the top (e.g., “2 of 3 businesses”), and, on Nova, a separate AI Business counter (e.g., “1 of 2 AI Businesses used”)
  • Cards for active businesses, pending deactivation, and deactivated businesses
Businesses page

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Creating a new business

1

Click the 'Create New Business' card

At the end of the active businesses grid, you’ll see a card with a plus icon. Click it to open the creation dialog.
If you’ve reached your plan’s business limit, this card will be disabled and show an “Upgrade to add more” message. On Nova there is no business limit under fair use, so this only comes up on the Free and MCP-only tiers.
2

Fill in the details

The form has the following fields:
3

Click 'Create'

The business is created and added to your organization. You can now select it from the sidebar.
4

Connect a Meta ad account

After creating the business, you’ll need to connect the Meta ad account associated with it. See Connect Meta Ads for how to do that.
Fill in the business metrics (ROAS, AOV, etc.) sooner rather than later. The AI uses these to calibrate recommendations and color-code your performance data. Without them, you’ll see a prompt to add metrics before you can generate recommendations.

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Editing a business

Click the edit icon on any business card to open the edit dialog. You can update any field, including the business name, storefront URL, and all metrics.
Edit business dialog

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Deleting a business

Click the delete icon on a business card and confirm in the dialog. This permanently removes the business and its associated data.
Deleting a business is permanent and can’t be undone. If you just want to stop paying for the crew on it, turn its AI toggle off instead. That drops the add-on at the end of the period and keeps the business, its threads, its creatives and its media exactly where they are.

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Business statuses

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Reactivating a business

If your plan has room, you can reactivate a deactivated business by clicking the Reactivate button on its card. If it doesn’t, you’ll be prompted to upgrade first. Reactivating brings the business back as an MCP business; if you want the crew on it again, turn the AI toggle back on.

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Selecting a business

Click a business card (or use the sidebar dropdown) to make it the active business. All dashboard metrics, Ads Manager data, and recommendations will switch to reflect the selected business. Your selection is saved between sessions, so you’ll see the same business when you come back.
Last modified on August 26, 2026