Meta will turn on product browsing for existing Facebook and Instagram ads on October 28, 2026. Taps may now open in-app product pages with details and suggestions. The change applies by default unless advertisers opt out before that date. Meta cites a 3% average conversion lift from its own 16-day test of 117,700 advertisers. Advertisers can opt out via a button in the notice or toggle the setting per ad. The notice does not specify which ad formats, placements or objectives are affected. It also does not clarify whether new ads after October 28 will default to product browsing. The opt-out button’s scope is unspecified. Meta’s test covered e-commerce, CPG and retail verticals but left key details undefined. Media buyers criticized the timing and lack of transparency in reporting.
What changed
Product browsing was off by default for existing ads and had to be enabled manually.
What it unlocks
Existing ads on Facebook and Instagram may now open in-app product pages with details and suggestions instead of going straight to the advertiser’s site.
- 3% more conversions
- 117,700 advertisers in test
- 16-day test window
- October 28, 2026 switch-on date
What you need to act on it
- an existing ad on Facebook or Instagram
- no opt-out before October 28, 2026
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