A System User is created inside Business Manager specifically to authenticate API calls and automated tools — like a Conversions API integration or a reporting dashboard — without tying that access to any individual employee's personal login. It can be assigned admin or employee-level permissions to specific assets, same as a human user.
Agencies rely on System Users for stable, long-lived API tokens that keep working regardless of staff turnover; if access were instead tied to a single employee's personal account, that person leaving the agency could break every automated integration built against their credentials.
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