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: More efficiently create, curate and serve up content.

Small Business Solutions: Find technologies and services for small and locally based businesses.

Advanced Onboarding: Find your current customers on Facebook via Custom Audiences and measure the impact of your Facebook advertising on your business across your sales channel via the Offline Conversions API.

Audience Data Providers: Find new customers on Facebook using 3rd-party data.

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.


1. 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.


2. 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 Objectives
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.


3. 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.


4. Specialty Requirements

Ad TechnologyApply Now

Description: 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 Management – Apply Now

Description: 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 Platforms – Apply Now

Description: More efficiently create, curate and serve up content. Creative Platforms partners can range from content management technology providers to content creators, all delivered on Facebook. Some of the things we look for:

  • Have your own technology that enables marketers to create, discover or curate creative content at a large scale on Facebook
  • Help marketers to promote content to Facebook in a timely and efficient manner through a technology partnership with an Ads partner or via direct integration with Facebook Ads API
  • Provide insights with metrics allowing marketers to understand the performance of creative in relation to business objectives
  • Provide evidence of your clients leveraging your technology for paid advertising on Facebook
  • Commitment to having your in-house resources to complete ongoing Facebook training
  • Show consistent track record of client success

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 Onboarding – Application by invitation only

Description: Find marketers’ current customers on Facebook via Custom Audiences and measure the impact of your Facebook advertising on your business across your sales channel via the Offline Conversions API. Custom Audiences refers to technology to help marketers leverage their existing customer database to find their best customers on Facebook, and then expand to find more who are just like them. With Facebook’s Offline Conversion API you can send your offline conversion events using the new offline event set concept. You can then see how many of your customers viewed or clicked on Facebook ads before converting offline. Some of the things we look for:

  • Operates their own technology to onboard 1st party advertiser data for audience creation, reporting, campaign optimization, measurement and operates their own proprietary technology (not provided through alliance or partnership) that enables marketers to onboard 1st-party data to create Custom Audiences on Facebook
  • Leverages the latest FB APIs and products (e.g. Advanced Matching, Offline Conversion API), to build technologies and processes that onboard 1st-party marketer data to multiple marketing channels like email and direct mail, in addition to the creation, segmentation and management of Custom Audiences
  • Demonstrates the ability to educate advertisers on the various types of matching available in the marketplace, including the differences between matching on PII and cookies and the value and security of FB PII matching
  • Demonstrate the ability to educate marketers and advertisers on Custom Audience and Offline Conversion data security
  • Demonstrate transparent, privacy-safe data collection, and present data collection opt-out flow adherent to local data and privacy laws and Facebook privacy policies
  • Show market leadership through consistent track record of client success and uses data matching to drive meaningful business results for advertisers

Audience Data ProvidersApplication by invitation only

Description: Target specific audiences on Facebook based on behavioral data from external sources, such as shopping behavior, purchase intent or other relevant data. Some of the things we look for:

  • Enable access to audiences that are differentiated in the marketplace and complement Facebook’s portfolio of targetable audiences. This may include audiences derived from online or offline data, and span areas such as demographics, lifestyles and purchase intent
  • Demonstrate methodology that enables high quality data and match fidelity for Facebook Partner Categories
  • Demonstrate the ability to compile, standardize and manage large volumes of data from multiple sources
  • Demonstrate that your data or audience offering is either utilized by a significant portion of marketers in an industry or represents the majority (non-modeled data) of a population
  • Demonstrate market leadership through examples of client success
  • Demonstrate how data was collected in a transparent, privacy-safe way and present data collection opt-out flow adherent to local data and privacy laws and Facebook privacy policies

MeasurementApplication by invitation only

Description: 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