The problem: Liine's Microsoft Ads connection requires approving our Microsoft OAuth app. Many orgs block regular users from approving third-party apps, so a CMO or service account can't finish the Liine Microsoft Ads configuration even if they manage the ads. A Microsoft org admin has to sign in and approve first.
Admin permission required: the person signing in needs a Microsoft Entra ID (Azure AD) role that can grant admin consent to apps — any one of:
Global Administrator
Privileged Role Administrator
Cloud Application Administrator
Application Administrator
Cloud Application Administrator or Application Administrator is the least-privileged option that works — IT may prefer one of those over Global Admin. The same account also needs access to the target Microsoft Ads Manager + Ads account.
Steps:
Add the IT admin as a user in Liine. Since they'll be the one signing in to complete the integration, they'll need their own Liine login first.
Have that admin configure the integration using this doc. Default configurations are usually sufficient for the initial setup. Once IT has authorized the connection, marketing users can adjust specific parameters as needed later on.
At the Microsoft sign-in step, they authenticate with their admin account (must be a Microsoft account, not Google/Meta) and approve the consent prompt.