# Meta Pixel will count some sales on shoppers' own devices from 12 November 2026

> A new Meta Pixel setting, on by default, matches some missed purchases on the shopper's device from 12 November 2026. What changes and how to turn it off.
- **Author**: Marxx
- **Published**: 2026-10-28
- **Category**: Meta
- **URL**: https://marxx.ai/library-news/meta-pixel-on-device-conversions-november-12

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From **12 November 2026**, Meta will start counting some website purchases on the shopper's own phone or computer, through a new Meta Pixel setting called "Measure conversions on customer devices". It is on by default, so Meta may report more purchases two weeks before Black Friday unless you turn it off.

## What we know

Events Manager shows the setting with "Measurement starting November 12, 2026", as [PPC Land reported](https://ppc.land/meta-pixel-will-count-more-conversions-from-nov-12-unless-advertisers-opt-out/) on 27 October 2026. Meta's [help page on on-device measurement](https://www.facebook.com/business/help/4237575203200036) describes the feature but gives no date.

- **Confirmed by Meta:** the matching uses details your customer already gave you, like an email address, plus temporary device data. Both stay on the device. Meta learns only that a purchase happened and which campaign gets credit.
- **Reported, citing Meta's help pages:** it is off for people in the EU and UK. The Pixel must sit directly on the page, not in an iframe. Your site must ask people to log in with an email or mobile number.
- **Not answered by Meta:** whether these extra sales feed bidding, and whether the order value comes through.

| Who | Does it apply? |
|---|---|
| Sites in India and the Gulf with email or phone login | Yes, by default |
| Shoppers in the EU and UK | No |
| Pixel inside an iframe, or an image-only pixel | No |

## What it means for your ad account

Ads Manager may show more purchases than before, while your store's orders stay the same. Your ROAS can look better without a single extra sale. Weekly reports that compare Meta numbers with your store will drift apart from 12 November.

## What to do this week

1. **Find the setting.** Open Events Manager, go to Data sources, pick your pixel and open Settings.
2. **Decide on or off** before 12 November, so your Black Friday numbers are not half old and half new.
3. **Note the date** in your [weekly ad report](/guides/how-to-build-a-weekly-ad-report), so a jump in purchases is not mistaken for better ads.
4. **Keep the [Conversions API](/glossary/conversions-api) running.** This setting adds to it, it does not replace it. See [Pixel vs Conversions API](/compare/pixel-vs-conversions-api).
5. **Compare Meta's purchase count with store orders** for the two weeks after the switch.

## FAQ

### Do I have to do anything for it to start?

No. It is on by default for eligible pixels. You only act if you want it off.

### Will it change how Meta credits a sale?

Meta says it changes which purchases Meta can see. It has not said whether those purchases change bidding or credit rules.

### Does it apply to shoppers in the UAE and India?

Yes, if your site meets the login and pixel rules. Meta says it is not active for people in the EU or UK.

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