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Facebook Marketing Partner Requirements

Becoming a Facebook Marketing Partner

We built the Facebook Marketing Partner program to help our marketer clients and Partners do great things on our platform. Our commitment to excellence means that our Partners are counted among the best in the industry, making our program a place where marketers can find the quality and performance they need. But don’t let that scare you. Because while we do set a high bar, if you’ve got what it takes, you could make our program even stronger. Read on for more information on how you can join our ranks. Then complete an application.

The Basics

We’ve built our program to make it easier for marketers to find Partners who are great at what they need to do. So we have an evaluation process for our Partners and sort them by 7 marketing specialties (more detail below):
  • Ad Technology: Scale and optimize your ad campaigns.
  • Community Management: Effectively manage Pages and conversations.
  • Creative Platforms: Speed up mobile-first creative execution at scale.
  • Small Business Solutions: Find technologies and services for small and locally based businesses.
  • Advanced Onboarding: Find your current customers on Facebook.
  • Measurement: Measure business results across devices and channels.
To earn the Facebook Marketing Partner badge, each prospective Partner must demonstrate excellence in at least one specialty, in at least one major country. In addition, the Ad Technology specialty also requires proficiency in at least one industry. See below for details on industries and their requirements.

Specialty, Country and Industry are assessed semiannually, typically in the first and third quarter of the year. The reassessment is based upon the adherence to current program requirements in the previous half.

Facebook reserves the right to grant or remove access to the Program at its sole discretion.

Basic Requirements

While there are many considerations in approving a new Partner, there are a few basic criteria needed to get you in the door. These include:
  • Are you great at one of our specialties in at least one major country?
  • Do you have (and are willing to dedicate?) the resources to stay current with fast-moving technology and policy changes?
  • Do you have a transparent business model?
  • Can you show a track record of client success?

And then there are "intangibles." These are things that might help your company rise above the rest, such as:
  • Do you bring something new to the program?
  • Are you aligned with Facebook's vision and policies?
  • Do you have good relationships with your clients and Facebook?

We look at all of these and more, but this is a good list to start with. See below for some specific criteria for each specialty.

Qualifying for Industries

As mentioned above, the Ad Technology specialty also requires proficiency in one of our industries. Here’s more information on that.

To begin, each industry requires proficiency in one or more key marketing objectives using Facebook products that drive the best results for that objective:

Industry

Brand Awareness

Online Sales
/
Lead Generation

App Installs

Prospecting

Remarketing

Automotive

X

X

X

X

Consumer Packaged Goods

X

X

eCommerce

X

X

X

X

Education

X

X

X

Energy and Utilities

X

X

X

X

X

Entertainment

X

X

X

X

X

Financial Services

X

X

X

X

X

Gaming

X

X

X

X

Government and Politics

X

X

X

X

Healthcare

X

X

X

X

Organizations and Associations

X

X

X

X

Professional Services

X

X

X

X

X

Retail

X

X

X

X

X

Technology

X

X

X

X

X

Telecommunications

X

X

X

X

X

Travel

X

X

X

X

X



And these are the Facebook products that you must demonstrate proficiency with:

Brand Objectives (Driving Awareness): Reach and Frequency, Video View Objectives, Bidding to increase reach (CPM, oCPM).

Direct Response Objectives: Carousel, Dynamic Product Ads, Conversion Objectives, Pixel Optimized campaigns, App Install Ads.

Country Requirements

To be approved for a particular country, you must meet client support criteria for a meaningful timeframe across all relevant specialties. Some of the things we consider when evaluating by country include:

  • In-language and in-time-zone support
  • Quality of support based on client feedback

For established markets with more business, excellence in support often requires a local office in that country.

Specialty Requirements

Ad TechnologyApply Now
Our broadest specialty. Generally speaking Ad Technology refers to advanced technology solutions that help marketers scale campaigns and drive significantly improved performance. Please visit the Ad Tech Specialty Requirements page to see the things we look for.

Community ManagementApply Now
Community Management partners help marketers manage conversations with customers on Facebook Pages. Some of the things we look for:

  • Have your own proprietary technology (not provided through alliance or partnership) that enables the management of multiple Pages at scale: posting, moderating and measuring
  • Provide insights to help marketers understand their Facebook Page activity
  • Show consistent track record of client success

Creative PlatformsApply Now
Creative Platforms partners offer technology platforms and mobile apps that help marketers to speed up mobile-first creative execution at scale. Please visit the Creative Platforms Specialty Requirements page to see the things we look for.

Small Business SolutionsApply Now
The goal of the Small Business Solutions Specialty is to highlight Partners who are driving performance and innovation in Services and Technology via our Marketing API and Platforms. There are two types of Partners we want to recognize with this Specialty – Full Service Partners and Self-Service Partners. Please visit the Small Business Solutions Specialty Requirements page to see the things we look for.

Advanced OnboardingApplication by invitation only
Advanced Onboarding partners easily enable Offline Conversions so marketers can see how their Facebook ads are driving real-world results and improve their marketing effectiveness. Some of the things we look for:

  • Operate proprietary technology to onboard first-party marketer data
    • Not just doing media buying
    • Not onboarding third-party aggregated data
  • Have built to Facebook's Offline Conversions API
    • Not just using the file upload UI
  • Following Recommended Data Practices (RDP) to be eligible for Offline Conversion Optimization (includes timestamp accuracy down to the minute and data latency less than 48 hours)
  • Traction with your solution as demonstrated by number of active clients and tracked Facebook ad spend
  • Produce an Offline Conversions setup guide (if applicable – mainly for partners with a self-serve model), marketing one-sheeter, and video demo.

MeasurementApplication by invitation only
Help marketers measure business results for real people, across devices and channels, using the metrics that matter. Some of the things we look for:

  • Operate your own proprietary measurement product for measuring either media execution or business results
  • Demonstrate ability to measure media execution or business results across multiple media channels
  • Demonstrate market leadership through examples of client success

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