From October 28, 2026 Meta will switch on Product Browsing by default in existing Facebook and Instagram ads. Instead of going straight to the advertiser's site, a person may first land on an in-app page with photos, prices, a description and personalized recommendations. It used to be an optional setting; now Meta is turning it on unless you opt out. Here is what Product Browsing is, who is affected, how to turn the in-app product page off and what is still unclear.
What is Product Browsing in Meta ads?
Product Browsing is part of the Advantage+ Creative and Destination settings. When someone taps an ad, Meta can show a screen inside Facebook or Instagram with product information and personalized suggestions, and only then send the person to the advertiser's site. Whether the screen appears is up to Meta: per the setting's description, when its algorithm predicts it will convert better.
What changes on October 28, 2026?
Meta sent advertisers a notice: from October 28, Product Browsing will be added to existing ads. PPC Land and other trade outlets reported on it on October 15. It is a shift from "the advertiser turns it on" to "it is on until you turn it off". The date comes from the notice sent to advertisers, not from a public Meta page. The start falls at the beginning of the holiday shopping period, a month before Black Friday.
What will users see after clicking an ad?
Meta's notice says people "may see" an experience on Facebook or Instagram with product info and personalized suggestions. That means part of the click now stays inside the app. Meta does not describe in detail which products will appear in the recommendations. Industry discussions voice a concern that they could include competitors' offers, but the notice does not confirm that.
How to turn off Product Browsing in Ads Manager
- The Opt out button in the notice. The simplest way is to click the blue "Opt out" button in Meta's email or notification before October 28: it turns the feature off for the account's existing ads.
- Ad settings. In Ads Manager, open the ad, go to Advantage+ Creative and Destination and switch off Product Browsing ("Add product browsing"). It works at any time, but one ad at a time.
The account-wide button works only until October 28; afterwards you are left with per-ad toggles. If you have many creatives, that is a good reason to opt out before the date instead of doing it by hand later.
Who is affected?
Primarily advertisers with a product catalog and online stores, because Product Browsing shows product information. For lead gen and offers without a catalog, we understand the feature is less relevant, but it is still worth checking your settings. The notice goes to those Meta chose to send it to, so look for it in your email and in Business Suite.
Should you turn Product Browsing off?
There is no one-size-fits-all answer. Meta positions the feature as a way to lift conversions, but part of the click now stays inside the app. If you measure return using data from your own site, tracker or pixel, compare ad performance with the feature on and off and look at profit, not just conversion counts. After October 28, spot-check your highest-spend ads.
What is still unclear
- How the feature will affect site traffic, reporting and attribution has not been disclosed by Meta.
- Which recommendations the intermediate screen will show.
- A sales lift of a few percent that circulates in discussions is not in Meta's notice and we cannot confirm it.
FAQ
What is Product Browsing in Facebook Ads?
It is an Advantage+ Creative feature where, after tapping an ad, a person may see an in-app product screen with recommendations on Facebook or Instagram before going to the site.
When does Meta turn on Product Browsing?
On October 28, 2026, for existing Facebook and Instagram ads.
How do I turn off Product Browsing?
Click the Opt out button in Meta's notice before October 28, or switch the feature off in Advantage+ Creative and Destination for each ad separately.
Can I turn Product Browsing off after October 28?
Yes, the per-ad toggle works at any time, but the account-wide button in the notice works only until October 28.
Where will people land after clicking an ad?
First, possibly, on an in-app page with product information and personalized recommendations, and then on the advertiser's site.
Does this affect all advertisers?
The notice goes to advertisers whose ads qualify. It is most relevant to those with a product catalog.
Do I have to switch it off for every creative?
If you skip the Opt out button in the notice, yes, the toggle lives in each ad's settings.
Will Meta turn it on for new ads too?
The notice talks about existing ads. Check the Advantage+ Creative settings to see how it works for new ones.