# Meta will switch on "product browsing" in your existing ads on 28 October

> Meta told advertisers it will turn on product browsing in existing Facebook and Instagram ads on 28 October 2026 unless they opt out. What it is and what to do.
- **Author**: Marxx
- **Published**: 2026-10-20
- **Category**: Meta
- **URL**: https://marxx.ai/library-news/meta-product-browsing-on-by-default-october-28

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Meta has told advertisers it will turn on "product browsing" in existing Facebook and Instagram ads on **28 October 2026**, unless they opt out first. With it on, a tap on your ad may open a page inside Facebook or Instagram with product details and suggestions, before the person reaches your website.

## What we know

- The change comes from an advertiser notice, reported by [PPC Land](https://ppc.land/meta-will-turn-on-product-browsing-in-existing-ads-on-october-28/) around 14 October 2026.
- It applies to **existing ads**. The notice does not say whether new ads will be on by default.
- Meta says businesses saw **3% more conversions on average** in a test run from 6 to 21 August 2026 across about 117,700 advertisers ([PPC Land](https://ppc.land/meta-will-turn-on-product-browsing-in-existing-ads-on-october-28/), quoting Meta's notice, checked 2026-10-22). That is Meta's own figure, and the notice does not say how conversions were counted.
- As of 15 October, PPC Land found no Meta Help Center page about the change.

## What it means for your account

- Some clicks may land in Meta's in-app product view instead of your site first.
- Your site analytics may show fewer visits for the same clicks.
- Results may be credited differently in the weeks before Black Friday, when you most need clean numbers.

## What to do this week

1. **Decide before 28 October.** Opt out using the button in Meta's notice, if you have it, or keep it on and test.
2. **Check per ad.** The setting sits under Advantage+ creative and destination settings in each ad, and can be switched on or off at any time.
3. **If you keep it on,** compare site conversion rate and cost per purchase for a week before and after. Run it on some campaigns only, so you can compare.
4. **Write the date down** in your reporting notes, so a change in numbers after 28 October has an explanation.

## FAQ

### Is product browsing bad for my ads?

Not necessarily. Meta reports a small lift in conversions. The cost is less control over the first page people see. Test it rather than guess.

### Will it affect lead or app campaigns?

The notice does not name campaign types, formats or objectives, so check each ad's settings.

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