7StartUp Team
Short answer: from 28 October 2026, Meta started adding product browsing to Facebook and Instagram ads that were already running, unless the advertiser opted out before that date. Meta says businesses in its tests saw about 3% more conversions. You can still turn it off for each ad in the ad's Advantage+ creative / destination settings. Check your running ads this week and compare results before deciding.
Last updated: 30 October 2026. Meta's settings names can change — check Ads Manager for the current labels.
What is product browsing in Meta ads?
Product browsing is an in-app shopping experience: when someone interacts with your ad, Meta can show them your products and let them browse inside Facebook or Instagram before they go to your website. It is part of Meta's push to keep shoppers in the app longer and let its AI pick the best experience for each person.
What changed on 28 October?
Meta notified advertisers that it would add product browsing to existing, running ads from 28 October 2026 unless they opted out using the button in the notice. Advertisers who did nothing may now have it switched on.
Still unclear from Meta's notice:
- Whether new ads created after 28 October also get it by default
- Whether one opt-out applies to every ad account you manage
So check each account and each important campaign.
Who should keep it on
- E-commerce stores with a product catalog and many products
- Brands running sales and catalog ads, where browsing more products can lift order value
- Advertisers optimising for purchases who are happy to let Meta test experiences
Who should check carefully (or opt out)
- Lead-generation businesses (clinics, coaching, real estate, services) — you want enquiries, not product browsing
- Stores whose website checkout has special offers, bundles or COD rules that in-app browsing can't show
- Advertisers who rely on clean website conversion data in GA4 — more in-app activity can change what you see on your site
- Brands with strict creative or landing page approvals (regulated categories)
How to check and turn product browsing off
- Open Meta Ads Manager and filter to active ads.
- Open an ad and go to the Advantage+ creative or destination section.
- Look for product browsing (or a similar product-experience option).
- Turn it off for ads where you want people to go straight to your website or form.
- Publish the change and repeat for other important ads.
Tip: don't switch everything off blindly. Duplicate one ad set, keep product browsing on in one and off in the other, and compare cost per purchase or lead after 7–14 days.
What to watch in your reports
- Cost per result before and after 28 October
- Website sessions vs link clicks — a bigger gap may mean more in-app browsing
- Add-to-cart and purchase rate on your website
- Return on ad spend (ROAS) in both Ads Manager and your store or GA4
If you see a sudden change in results that matches the 28 October date, product browsing is one of the first settings to check. For a full setup checklist, read how to run Facebook and Instagram ads and Google Ads vs Meta Ads.
Other Meta ads changes this season
- Live video ads started rolling out on Instagram from late September 2026.
- Meta is testing an AI business assistant that can help create campaigns through conversation.
- Meta One paid plans now add features like links in posts and Reels for businesses — see Meta One business plans in India.
Frequently asked questions
What is product browsing in Facebook and Instagram ads?
It is an in-app experience that lets people browse your products inside Facebook or Instagram after interacting with your ad, instead of going straight to your website.
Was product browsing turned on automatically?
Meta said it would add product browsing to existing running ads from 28 October 2026 unless advertisers opted out before then. If you didn't opt out, check your ads.
Can I still turn it off?
Yes. Meta's notice says you can turn it off for each ad in the Advantage+ creative or destination settings at any time.
Does product browsing increase sales?
Meta says businesses in its tests saw about 3% more conversions. Results vary, so test it on your own campaigns.
Should lead-generation businesses use product browsing?
Usually not. If your goal is form leads, calls or WhatsApp enquiries, send people directly to your form, WhatsApp or landing page.
Can you audit our Meta ad account?
Yes. Our Meta ads management team reviews settings like this, tracking and creatives every week. Contact us for a free ad account audit.
