TL;DR: From October 28, Meta switches product browsing on in ads you already have running. A tap on the ad can then open a product page inside Facebook or Instagram before your website. If you want the click to keep landing on your page, opt out through the button in Meta's notice before that date. Then switch it off on any ad you duplicate afterwards.
What Meta is changing on October 28
Product browsing is one of the Advantage+ creative enhancements. Meta's Help Center describes it as a "personalized browsing experience that can feature product details, offers and more on Facebook and Instagram". It starts when someone taps the image or video in your ad. The same entry carries a note: "This enhancement may send people to an experience on Facebook and Instagram first before your website."
Until now the setting was off unless you switched it on. In mid-October, Meta sent advertisers a notice: from October 28, 2026, it will add product browsing to existing ads unless the business opts out. The notice has an opt-out button. Media buyers reproduced it on X and LinkedIn, and one of them posted the Business Suite address the button opens. Meta has not published the switch-on on a public page, so the date comes from the notice as advertisers shared it.
What it does to your ads
| Before October 28 | After October 28 | |
|---|---|---|
| Where the tap lands | On the URL you set | On a Meta product page first, then your URL |
| What your pixel sees | Every click | Only the people who continue to your site |
| Which ads | Ads where you switched it on | Every running ad, unless you opted out |
The page Meta shows draws on your catalog, so an ad built for one offer can land people on a grid of products instead. If you sell from a catalog and judge ads on blended revenue, the change may suit you. If you run lead generation, a single-offer page, or any test that depends on one landing page, it breaks what you are measuring. Click-through rate will rise, because the first tap is cheap, and your own page will see fewer visits.
How to opt out
- For the whole business portfolio: click the opt-out button in Meta's notice before October 28. If you never received it, open the notifications in Business Suite for each portfolio you manage and look for the product browsing notice.
- For one ad: in Ads Manager, select the ad and click Edit. Open the Advantage+ creative section and switch off "Add product browsing". Meta's steps for turning off enhancements on published ads cover it.
- For many ads at once: use Meta's bulk edit for Advantage+ creative enhancements.
Two things undo an opt-out:
- A duplicated ad is a new ad, and new ads take Meta's current defaults. An opt-out on October 27 does not protect the ads you duplicate on November 3. Check each copy.
- No tool can set it for you yet. Meta's Marketing API reference for the creative features spec lists 46 enhancement fields a creative can opt into or out of. None of them carries the name product browsing on October 19. An ad launched through any tool, Adsap included, needs the setting checked in Ads Manager after launch.
If you want to test it instead
Give product browsing its own campaign and leave it off everywhere else. Judge that campaign on revenue after ad spend, since the in-app page inflates click-through rate and lowers the number of visits your own page records.
Frequently asked questions
An Advantage+ creative enhancement. When someone taps the image or video in your ad, Meta can show a page with product details and offers inside Facebook or Instagram before sending them to your website. Meta's Help Center lists it as Add product browsing.
The opt-out button in Meta's notice applies to the business portfolio at that moment. A duplicated or new ad takes Meta's current defaults, so check the Advantage+ creative section on every new ad.
No. Meta's Marketing API reference for the creative features spec lists no field for it on October 19, 2026, so no tool can set it, Adsap included. Open the ad in Ads Manager after launch and switch it off there.
Sources
All Meta pages read on 19 October 2026. Meta's Help Center pages carry no update date.
- Meta Help Center, About Advantage+ creative: the Add product browsing entry and its note.
- Meta Help Center, Turn off Advantage+ creative enhancements.
- Meta Help Center, Bulk edit Advantage+ creative enhancements.
- Meta Marketing API, Ad Creative Features Spec v26.0: the 46 enhancement fields; no product browsing field on October 19.
- Meta's notice to advertisers on product browsing for existing ads, reproduced by David Herrmann on X, October 14, 2026. Meta has no public page on the switch-on date.