Meta has told advertisers that starting October 28, 2026, it will add product browsing to ads that are already running on Facebook and Instagram. To stay out, you have to opt out first, either with the “Opt out” button in the notice or ad by ad in the settings. Meta has not published an official help page on the change.
What is product browsing?
It is an option that already existed inside Advantage+ creative, the set of automatic enhancements Meta applies to your ads. When someone taps the ad, they may first see a page inside Facebook or Instagram with product details and personalized suggestions, before reaching your website. The notice says people “may” see this experience, so not every tap triggers it. How often it happens was not disclosed.
What changes is the default. Until now, you had to switch it on ad by ad. From October 28, it arrives already on for existing ads.
Why is Meta doing this?
According to the notice, businesses saw about 3% more conversions on average with in-app product browsing. The figure comes from an experiment that, per Meta’s footnote, ran from August 6 to 21, 2026, across roughly 117,700 advertisers worldwide.
That number is Meta’s own, and both PPC Land and Relevant Audience point out missing definitions: which events counted as conversions, whether they happened on-site or in-app, which attribution window was used, and whether cost per sale changed. It is also unclear whether 3% is an average per advertiser or a pooled figure. In our view, 3% is worth noting but not enough to decide blind. An average can hide stores that gained a lot and stores that lost.
Who is affected?
Anyone with live Facebook or Instagram ads. The effect is likely larger if you:
- run a product catalog and sell through shopping-style ads;
- rely on your landing page for measurement, such as pixels, consent tools, promo codes or page tests;
- manage many client accounts, as agencies do.
One thing to watch if you track what each creative sells: when some taps pass through an in-between page, your reports can read differently. A media buyer quoted by PPC Land asked Meta to delay the change until January and to add a column showing what product browsing contributes. That is his position, not Meta’s.
How do you turn it off?
The sources describe two routes:
- The “Opt out” button in the notice, before October 28. It is not clear whether it covers one account, several, or the whole business portfolio, so check which account the screen shows.
- Ad by ad, in the Advantage+ creative and destination settings. Meta says this can be changed at any time, including after the date.
According to Ads Uploader, the path in Ads Manager is to open the ad, go to the Advantage+ creative enhancements, find “Personalized destinations” and turn off “Product browsing.” The same source suggests also turning off website destination optimization if you want clicks to go to the exact URL you set. Because this comes from a single source, check the menu names on your own screen. After the date, review new or duplicated ads too, since the setting can come back on.
What is still unknown?
- Whether ads created after October 28 also start with the option on.
- Which formats, placements and objectives are included.
- Whether a product catalog is required.
- Whether any country is excluded: the notice calls the experiment “global,” but no source lists markets.
- Whether there is an API opt-out for advertisers who launch campaigns through tools.
We did not find a Meta help page that covers this specific change, so treat the details above as what is in the notice that circulated among advertisers.
What should you do before October 28?
In our view, the safest route for a small advertiser is to test rather than accept or refuse everything. A quick check helps: if your store gets 100 sales a month from ads, 3% more would be 3 sales. At an $80 average order, that is $240 in extra revenue, which could be wiped out if your cost per sale rises or you lose site data. This is an example, not a forecast.
A short plan:
- List the campaigns that send people to your site and the ones that use a catalog.
- If Black Friday is close and you have a campaign that already works, leave it as is (opt out) and test the option on a copy with a small budget.
- Compare sales and cost per sale on both sides for at least a week.
- If the difference is small, keep whichever setup is easier to measure.
To size a test budget, see our guide to how much to spend on Google and Meta ads. If you tune ads by audience, read the audience per creative update and the walkthrough on how to sell on Instagram.
