Small Business Solutions Specialty Requirements

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:

  • Full Service Partners : Primary buying interface for Facebook offering is through a sales representative.
  • Self-Service Partners : Primary buying interface for Facebook offering is through a self-service technology tool (e.g. web/mobile interface).

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. Some of the things we look for include, but are not limited to the following:

Full Service Partner Requirements

Criteria Why we check this? Minimum Requirements Review Process Resources
Sustained Business Growth To show that you have consistently demonstrated product-market fit, and clients are finding value in your offering Facebook spend of $500,000 per month with consistent revenue growth over a three-month period. Spend must be via your App on the Marketing API We review your metrics from your API usage based on the past 3 months. Note: we will only review API activity and not activity you may manage on other interfaces.

Marketing API Access Levels

Marketing API Standard Access Form

Small business footprint (Number of clients) To show that you are already providing value for an appropriate number of clients. Must have 500+ active advertisers (with at least one ad account and one page associated to every advertiser) in past 28 days. We review your metrics from your API usage based on the past 28 days.
Consistent usage of Facebook’s recommended products To demonstrate that you are following Facebook’s best practices to help clients achieve their business objectives At least 80% of all media spend on the following products:
– Pixel (retargeting, lookalikes, or conversion events)
– Lead ads
– Traffic objective
– Offer claims
– Reach
– Messenger Ads

AND

at least 40% of overall media spend on News Feed ads

We review your metrics from your API usage based on the past 28 days. Facebook Blueprint Training
Ability to Scale Focus on technology based solutions and services Have your own proprietary self-service technology or Partner with an existing API developer who builds on the Facebook Ads API with Standard Level Access We review API platforms and any partnership agreements you have for Ads API partners
CSAT To ensure you are proving best-in-class service to clients Show consistent track record of client success We review all available CSAT information.
Transparency in pricing Transparency in pricing Must agree to transparent pricing and reporting for clients, and share with Facebook mechanisms for providing that transparency We review platform, invoices or other collateral Developer Policies
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.
Training To demonstrate that you are following Facebook’s best practices to help clients achieve their business objectives Commit to having your in-house resources complete ongoing education and training requirements as defined by Facebook We will review training 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

Self-Service Partner Requirements

Criteria Why we check this? Minimum Requirements Review Process Resources
Sustained Business Growth To show that you have consistently demonstrated product-market fit, and clients are finding value in your offering Facebook spend of $500,000 per month with consistent revenue growth over a three-month period. Spend must be via your App on the Marketing API We review your metrics from your API usage based on the past 3 months. Note: we will only review API activity and not activity you may manage on other interfaces.

Marketing API Access Levels

Marketing API Standard Access Form

Small business footprint (Number of clients) To show that you are already providing value for an appropriate number of clients. Must have 500+ active advertisers (with at least one ad account and one page associated to every advertiser) in past 28 days. We review your metrics from your API usage based on the past 28 days.
Consistent usage of Facebook’s recommended products To demonstrate that you are following Facebook’s best practices to help clients achieve their business objectives 30% 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).

30% of your Brand activity uses (reach and frequency, canvas, or store visits)

OR

spend optimized for impressions, reach, video views, or brand awareness.

We review your metrics from your API usage based on the past 28 days. Facebook Blueprint Training
Ability to Scale Focus on technology based solutions and services Have your own proprietary self-service technology or Partner with an existing API developer who builds on the Facebook Ads API with Standard Level Access We review API platforms and any partnership agreements you have for Ads API partners
CSAT To ensure you are proving best-in-class service to clients Show consistent track record of client success We review all available CSAT information.
Transparency in pricing Transparency in pricing Must agree to transparent pricing and reporting for clients, and share with Facebook mechanisms for providing that transparency We review platform, invoices or other collateral Developer Policies
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.
Training To demonstrate that you are following Facebook’s best practices to help clients achieve their business objectives Commit to having your in-house resources complete ongoing education and training requirements as defined by Facebook We will review training 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.