When a marketing agency takes on a client's social media account, the first question is usually "Can you send us the login?" On LinkedIn, that question has a very interesting answer because LinkedIn does not manage Company Pages in the same way it manages personal profiles.
A LinkedIn Company Page does not have a separate password for administrators to share. Instead, people manage the Page through their own LinkedIn profiles, with permissions assigned according to their responsibilities. Advertising works similarly, but with a separate set of permissions in LinkedIn Campaign Manager.
This distinction matters for agencies managing several clients. The right setup gives each team member the access they need without handing over a client's personal credentials or giving everyone control of the same account.
This guide explains LinkedIn Page admin roles, Campaign Manager permissions, and how agencies can manage client accounts without shared logins.
How LinkedIn Works
Before looking at admin roles, it helps to understand how the social media platform works on a fundamental level.
Like every other social media platform, the simplest and fundamental way to access LinkedIn is via a personal account or profile. This profile belongs to individual members. Each person signs in with their own account, builds professional connections, and interacts with content. You can only have one account per person.
Company Pages represent businesses, organisations, and brands. They allow organisations to publish updates, share company information, and build an audience. Unlike personal profiles, Company Pages do not have separate login credentials. Instead, individual members create these pages and are linked ot their personal accounts. You can then receive permission to manage a Page through assigned admin roles.
Finally, Campaign Manager is LinkedIn's advertising platform. Businesses use it to create and manage advertising campaigns, set budgets, and track results. Access to an ad account is managed separately from access to a Company Page, so being a Page admin does not automatically give someone permission to manage its advertising.
These distinctions matter when an agency takes on a new client. The agency's team members use their own LinkedIn profiles, receive the appropriate permissions to manage the client's Company Page, and request separate Campaign Manager access if they are running ads.
LinkedIn Page Admin Roles Explained
LinkedIn has three main Page admin roles and additional roles for specific advertising-related tasks. The right one depends on what the agency is responsible for.
Super admin
The LinkedIn super admin has every Page permission. They can add and remove other admins, edit Page details, post, and deactivate the Page. The client should always hold at least one super admin seat themselves.
Content admin
The content admin LinkedIn role can create and manage Page posts, boost them, and manage events. This is the right role for most agency content managers and community managers.
Analyst
Analysts can view and export Page analytics but cannot post or edit. It is a good fit for reporting staff or for a client stakeholder who wants visibility without control.
Paid media admin roles
LinkedIn also has Page-level roles tied to advertising:
- Sponsored Content poster can create Sponsored Content ads for the organization and sponsor organic posts.
- Lead Gen Forms manager can download leads from Lead Gen Forms.
- Landing Pages manager can create and edit Landing Pages linked to the Page.
These roles are task-specific. A person responsible for downloading leads does not automatically need permission to publish organic content, and someone creating sponsored posts does not necessarily need access to billing information.
LinkedIn's official guide to Page admin roles explains the permissions attached to each role.
Why Shared LinkedIn Logins Are a Problem
As you can see from the breakdown, you need a personal account to manage a company page on LinkedIn. The platform is built primarily for individuals. Its User Agreement requires members to use their own accounts and prohibits sharing accounts with other people. Asking an employee or client to hand over their personal login is therefore not an appropriate way to manage a Company Page.
Shared credentials also create practical problems, especially for agencies and teams.
Security and acount verification
When several people sign in to one profile from different devices and locations, LinkedIn may request additional verification or flag activity for review. These checks can interrupt work, especially when the team is working remotely.
No clear accountability
If several employees use the same profile, it becomes difficult to establish who performed a particular action. A post may have been published by one person, a setting changed by another, and an advertising task completed by a third, but the account activity is associated with the same member.
Unnecessary exposure
A personal LinkedIn account contains more than access to a Company Page. Sharing its credentials can expose private messages, connections, and other personal information that the agency does not need.
Fragile client access
If an agency relies on one employee's credentials, access can become a problem when that employee leaves, changes roles, or loses control of the account. The same issue arises when a client shares a former employee's login instead of assigning proper permissions.
Difficult offboarding
When a contract ends, the agency needs a clear way to remove its access. With individual admin permissions, the client can revoke access for the relevant people. With shared credentials, the client may need to change passwords and review who else can still sign in.
The solution is straightforward: each person uses their own LinkedIn profile, and the client grants access through LinkedIn's admin settings. However, granting access to the Page is only part of the process when advertising is involved.
LinkedIn Campaign Manager Access for Agencies
LinkedIn Campaign Manager is where organisations manage their advertising accounts. An ad account contains the campaigns and ads, as well as associated performance data and billing information.
Each ad account has its own permission settings. A person who can publish organic posts on a Company Page may still need separate access to create campaigns, edit ads, or view advertising reports.
LinkedIn provides five main ad account roles.
Account manager
An account manager can create and edit campaigns and ads, view performance, edit account details, and manage user access. This is a high-level role. It is appropriate for a person responsible for the overall advertising account, but most agency media buyers do not need its full set of permissions.
Campaign manager
A campaign manager can create and edit campaigns, ad sets, and ads, as well as view performance data. This is generally the right starting point for a media buyer who plans and manages client campaigns.
Creative manager
A creative manager can create and edit ads within existing campaigns and ad sets. They cannot create or edit the campaigns and ad sets themselves. This role works for a designer or creative specialist who needs to manage advertising assets without controlling the campaign structure.
Viewer
A viewer has read-only access to campaign data and reports. They cannot create or edit campaigns or ads. This role is useful for analysts, account executives, and other team members who need to monitor performance without changing campaign settings.
Billing admin
A billing admin can access billing information and change payment details, in addition to having extensive advertising account permissions.
This role should remain with the client or the person explicitly responsible for the account's payments. It is not a routine permission for agency staff.
Which LinkedIn Roles Should Your Agency Request?
The safest approach is to give each person the minimum permissions needed to complete their work. This is known as the principle of least privilege.
LinkedIn Page admin roles and Campaign Manager permissions serve different purposes, but some advertising tasks require both. As LinkedIn explains in its help documentation, certain Campaign Manager activities require specific LinkedIn Page permissions.
For example, an agency's media buyer may have the Campaign Manager role needed to create and manage campaigns. However, that access alone may not be enough to create ads using a client's Page, download leads from Lead Gen Forms, or manage Landing Pages. LinkedIn requires additional Page permissions for these tasks.
This means agencies should consider both sets of permissions when setting up client access. A content manager may only need a Page content admin role, while a media buyer may need Campaign Manager access alongside the relevant Page permissions. Someone responsible only for reporting may need read-only access to the relevant analytics instead.
The client should retain control of the Page and advertising account, granting agency staff only the permissions required for their work. When the contract ends or responsibilities change, those permissions can be reviewed and revoked without sharing or changing personal login credentials.
LinkedIn Page Access vs Shared Logins: How Incogniton Helps
LinkedIn's admin roles solve one problem: how people receive permission to manage a client's Page or advertising account. They do not solve every problem an agency encounters when working across multiple clients.
Agency staff may still need to manage their own LinkedIn sessions alongside other browser-based work. They may also use several workspaces, tools, and client environments throughout the day.
A browser profile manager such as Incogniton helps organise these sessions. Each browser profile maintains its own browsing data, including cookies and session information, so users can keep different work environments separate instead of repeatedly mixing their browser sessions.
For example, an agency employee might use one browser profile for their personal LinkedIn account and separate profiles for distinct work environments. This can make it easier to keep sessions and related browsing data organised.
Incogniton also provides features for teams managing browser profiles. Its team management feature helps organise access to shared profiles, while team activity provides visibility into team activity.
There is an important distinction, though: a browser profile does not grant permission to manage a LinkedIn Page or ad account. Each person still needs the appropriate LinkedIn access. Keeping sessions separate also does not guarantee that LinkedIn will never request verification or flag activity.
For a closer look at managing multiple sessions, see our guide to managing multiple LinkedIn accounts safely.
Conclusion
LinkedIn Page admin roles and Campaign Manager permissions give agencies a practical way to manage client accounts without sharing personal logins. The key is to understand which permissions each task requires, grant access accordingly, and review permissions when responsibilities change or contracts end.
Browser profiles can complement this setup by keeping browsing sessions and work environments separate, but they do not replace LinkedIn's own access controls. If your agency also needs a better way to organise browser sessions across its work, Incogniton offers a free plan with 10 browser profiles. You can explore it to see for yourself if it fits and improves your workflow.
