The goal of the Ad Tech Specialty is to highlight Partners who are driving performance and innovation via our Marketing API.

The goal of this checklist is to be transparent about the metrics and requirements we look for in potential partners, but also to provide an overview of the process that we follow when a potential partner submits an application. We also want to make sure that you know where to access our resources which can help you meet these requirements.

This is not meant to be an exhaustive list of every single item checked on an application, but the table below should contain enough information to provide a very clear picture of what is considered and to help you decide when is the right time to apply.

Criteria Why we check this? Minimum Requirements Review Process Resources
Standard Tier Marketing API Access Must have Standard API access to meet all of the product requirements Standard API access has been approved We review your API usage history.

Marketing API Access Levels

Marketing API Standard Access Form

Examples of client success To demonstrate your Platform offers value to clients 2 case studies per industry per 6 months (these can be for Facebook internal review only. No requirement for public case study). We review campaign metrics and validate them with FB sales teams or clients directly.

Examples of Case Studies

Case Study Client Questionnaire

Consistent usage of Facebook’s recommended products To demonstrate that you are following Facebook’s best practices to help clients achieve their business objectives

60% of your DR activity uses (FB Pixel, conversion events, or offline conversions) AND optimized for conversions (oCPM for offsite conversions, store visits, app installs/engagement, offer claims, lead gen, or event responses).

60% of your Brand activity uses (reach and frequency, canvas, or store visits) OR spend optimized for impressions, reach, video views, or brand awareness.

2+ clients in the past 60 days, with usage of at least $500 (USD) via mixed placements (ad sets targeting Facebook + Instagram,  OR  Facebook + Audience Network, OR  Facebook + Messenger,  OR  Facebook + In-Stream Video,  OR Facebook + Instagram + Audience Network + In-Stream Video + Messenger)

We review your metrics from your API usage based on the past 30 days. Facebook Blueprint Training

API placements

Sustained Business Growth To show that you have consistently demonstrated product-market fit, and clients are finding value in your offering 12 weeks of consistent business growth and advertiser usage. Your App(s) must spend $100,000 (USD) over the 12 week period (in total, not per week). During those 12 weeks, 8 of the weeks must have at least $5,000 (USD) spend in that week. We review your metrics from your API usage based on the past 12 weeks. Note: we will only review API activity and not activity you may manage on other interfaces.

Facebook Innovation Spotlight

Facebook Marketing Developer Accelerator

Number of clients To show that you have a diverse and stable client-base which removes a dependency on any 1 client. 5+ clients in the past 60 days, with usage of at least $1,000 (USD) via your App(s) on Facebook We review your metrics from your API usage based on the past 60 days.
Industry Focus To ensure you are an expert in at least one industry specific to your client-base Qualitative checks on your client performance We review case studies and ask for feedback from clients and/or Facebook teams.
Relationship with Facebook To ensure you have a positive relationship with all of the teams you interact with at Facebook, as this is important to set you up for success. No negative feedback from any of the Sales or Partnerships team at Facebook. We source feedback from all relevant teams at Facebook.
Blueprint Certification To demonstrate that you are following Facebook’s best practices to help clients achieve their business objectives 2 people on your team have been Blueprint certified (by the end of 2017) We will review Blueprint Certification data. Facebook Blueprint Certification
Legal checks To ensure your company and teams meet compliance related standards We have several internal checks that we run Our legal and compliance team will review company information

Great, I think I meet these requirements, what’s next?

Awesome. When you feel like you meet these criteria you can submit an application.

I’m close, but I think I need more help on some of these?

We are here to help. Check out the Facebook Marketing Developer Accelerator.

I don’t currently use the Marketing API, but I want to get started?

Great. You can get up and running today, from the Marketing API Developer Docs.