Since October 28, 2026, Meta has automatically enabled the Product Browsing feature for existing ads on Facebook and Instagram, unless you opted out beforehand. If you didn't do so, some of your visitors may not have seen your landing page or funnel for over a week. Especially now, during the busiest weeks of the year leading up to Black Friday and the holidays, you want to be sure that your advertising budget is going to the right page. Therefore, check your ads today: it only takes a few minutes.

What is Product Browsing?

Product Browsing is part of Advantage+ creative and falls under Personalized destinations in Meta Ads Manager.

When this feature is enabled, the following can happen: when someone clicks on your ad, Meta first displays an automatically generated intermediate page within Facebook or Instagram, instead of sending the visitor directly to your website. That page features products from your product catalog, supplemented with product information and personalized suggestions. Whether and how often this happens varies by ad and by account.

Only then can the visitor click through to your webshop.

Why is this important?

Many webshops have carefully linked their advertisements to a specific landing page, pre-lander, or funnel. Product Browsing can skip that step. Depending on how your campaigns are set up, this can have the following consequences:

• Your conversion funnel may be bypassed. Visitors may not see the page you built specifically for that advertisement.
• Your story can get lost. Storytelling, USPs, reviews, and explanations on your landing page may not be seen (immediately).
• Less control over what the customer sees. Meta determines which products are shown. These can also be products that are not part of the campaign.
• More difficult to measure. It is less clear what portion of the traffic flows through the intermediate page, making your results harder to assess.

For some advertisers, this can lead to fewer conversions and poorer ad results, even though nothing has changed about the advertisement itself.

Good to know: Meta indicates that companies saw an average of 3% more conversions with Product Browsing. That is an average across many advertisers. For webshops with their own funnel or pre-lander, the effect may actually be negative. In doubt? Then test it first (see below).

When was this implemented?

• October 14, 2026 – Announcement: Meta began informing advertisers via a notification in Ads Manager and by email. This included a button to opt out.
• October 28, 2026 – Automatic activation: Meta has enabled Product Browsing by default for all existing and ongoing ads on Facebook and Instagram, unless you opted out beforehand.

Why check now? If you haven't opted out before October 28, Product Browsing is likely enabled on your ongoing ads. For every day this remains the case, a portion of your advertising budget may be going to a page you didn't set up yourself. You certainly don't want to miss out on this, especially during the period around Black Friday, Cyber Monday, and the holidays, when budgets and competition are at their highest. The good news: you can still turn it off per ad.

Step-by-step plan: Disabling Product Browsing in 3 steps

Step 1 – Open the advertisement in Ads Manager

Go to Meta Ads Manager and click the Ads tab. Note: the setting is at the ad level, not at the campaign or ad set level. Select the ad you want to modify and click Edit.

Step 2 – Turn off Product Browsing

In the ad edit screen, you will find the setting in one of these two places (the exact name may vary slightly per account):

1. Via Destination: scroll to the Destination section. Here you will find a Personalized destinations block with options such as Product browsing and Shops.
2. Via Advantage+ creative: scroll to the Ad Creative section and open Advantage+ creative (sometimes via the Edit or View Optimizations button). Here you will find a list of creative enhancements, including Product browsing.

Find the Add product browsing option and turn the checkmark or switch to OFF.

See it in action: in this short video, you see step-by-step how to turn off Product Browsing.

Step 3 – Publish the change

Click Publish in the bottom right. Visitors will now be sent directly back to the website or landing page you set for the advertisement, unless other personalized destinations are still enabled.

Repeat these steps for each active advertisement. The setting applies per advertisement, not per account.

‍