Starting tomorrow, your Meta ads may begin running in a way you didn't choose. Beginning October 28, Meta is turning on product browsing, one of the Advantage+ creative options, by default in live ads. That's why checking your Meta ads product browsing setting today has become an urgent task for every business that advertises.
In this guide, we walk you step by step through exactly what the change is, how it may affect the experience of users who tap your ad, where to find and turn off the setting, and when it might make sense to leave it on.
According to a report by PPC Land, Meta will turn on the product browsing feature by default for live ads starting October 28. The change covers not only the ads you create from now on but also the ads you currently have running. In other words, even a campaign that has been running smoothly for a long time may start operating with a different setting after this date.
There's an important detail here: product browsing isn't a new feature. According to the same report, this option was already available among the Advantage+ creative enhancements. What changes on October 28 is that this setting switches from off to on in live ads.
According to AdsUploader's roundup of Meta ads updates, Meta notified advertisers of this change on October 14. If you missed the notice, you can still take action, but time is now very short.
Let's clarify the term first. Advantage+ creative is the umbrella name for Meta's options that try to automatically optimize your ad visuals and copy for different users. Product browsing is one of these options.
As PPC Land reports, when the feature is on, a user who taps your ad may be directed to an in-app page featuring product information and personalized recommendations. In other words, instead of going straight to the web page you specified, the user may first see a product experience that Meta serves within the app.
According to AdsUploader, this setting sits under the "Personalized destinations" heading in the Advantage+ creative settings. The "destination" here means the page the person who taps the ad lands on. If the business doesn't opt out of this setting, the feature turns on starting October 28, 2026.
It's impossible to say in one sentence whether product browsing is good or bad. Its impact depends on what you sell, your campaign objective, and how carefully the page you want to send users to has been built. Still, there are some points to keep in mind.
Meta's interface may look different depending on the account and device, and menu names are updated from time to time. The steps below provide a general roadmap; even if you don't see the exact same wording on your screen, look for the same sections.
If you have many ads, prioritize the ones with the highest spend and the most conversions. Then you can move on to smaller campaigns. Keeping a list of the ads you've edited will make it easier when you check them later.
The right answer depends on your business. These questions can guide your decision:
If you're undecided, a balanced approach might be to turn the setting off first to preserve your current setup, then set up two separate ads with the same creative and test one with the setting on and the other with it off. That way, you base your decision on your own data rather than guesswork. If you sell products, it's important to think about your ad settings together with your site's sales journey; our ecommerce management page can give you some ideas.
Settings that are turned on by default are common in Meta advertising. That's why it's a good habit to regularly review not just this update but all the automated options in your ad account.
If you'd like your ad account audited regularly for changes like this, take a look at Collapssi's ad management service.
The change takes effect starting October 28. Meta notified advertisers of this decision on October 14.
No. Product browsing is turned on by default in ads that are already live, as well as in new ads.
It's at the ad level, under the "Personalized destinations" heading within the Advantage+ creative settings.
The setting turns on automatically starting October 28, and users who tap your ad may be directed to an in-app page with product information and personalized recommendations.
It depends on your business. If you're driving traffic to a specific campaign page or form, turning it off may be the better choice; if you're an ecommerce business with a wide product range, running a controlled test may be the way to go.
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