Meta Business Partner
A status Meta grants to agencies and technology providers meeting its programme criteria.
Meta assesses applicants against things like managed ad spend, certifications held by staff, and policy compliance, then grants a badge and a listing in a public partner directory.
Why it matters, and how much
It is a real credential and it is a low bar for competence. It says an agency reached a spend threshold and kept its nose clean, which is worth knowing and is not the same as saying they will run your account well. Nothing in the programme assesses whether an agency measures incrementality, sends booked jobs back to Meta, or reports honestly.
On this leaderboard it carries no weight in the score. An earlier draft of the tie-break rested on it and that clause was removed, because the directory sits behind a login and a tie-break resting on evidence no reader can inspect is not a tie-break.
How it is verified
Not by looking at the badge on their website, which is an image anyone can place. Search the agency’s name in Meta’s own partner directory. A stale logo on a site outlives the status it refers to, and a badge that does not appear in the directory is a claim rather than a credential.
A worked example
Two agencies on this ledger state partner status on their own pages, one of them in four separate places including the footer. Neither could be verified independently, because the directory requires a Facebook login. Both claims are recorded on their profiles as agency-stated and unverified, with the reason given, which is the honest treatment of a credential you cannot check.
Where this is demonstrated
The Tracking and the Conversions API pillar scores every listed agency on what they document here, and gives you the questions that tell you which one you are being sold.