Starting October 28, Meta will automatically enable the Product Browsing feature in existing ads on Facebook and Instagram. As a result, after clicking on an ad creative, users may first be taken to an internal page with product information and recommendations, and only then proceed to the advertiser's website.
Previously, advertisers could decide for themselves whether to use this format. Now the feature will be enabled by default, and advertisers who want to maintain the existing click-through flow will have to opt out manually.
The changes were reported on October 15 by PPC Land, which published Meta's notification to advertisers.
How the Product Browsing feature will change
The Product Browsing feature was already available in Advantage+ Creative settings. It allows users to view product cards directly within Facebook and Instagram.
When users click on an ad, instead of being taken immediately to the advertiser's website, an internal page with product information and recommendations for other products may open. From there, users can proceed to an external landing page.
According to Meta, this approach is intended to help users explore products more quickly and increase conversions.
To support this, the company shared the results of its own testing, conducted from August 6 to 21, 2026. Approximately 117,700 advertisers from different verticals participated in the experiment, including e-commerce and retail.
According to Meta, using Product Browsing increased the number of conversions by an average of 3%.
However, the company did not specify which conversions were counted during testing or how their costs and ROAS changed. Therefore, it is still too early to say that the update will help all advertisers increase their profits.
How to opt out of automatic activation
Meta has given advertisers the option to disable Product Browsing and continue directing users straight to their websites.
There are two ways to do this:
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Through Meta's notification. Before October 28, advertisers can click the «Opt out» button in the notification they received to decline automatic activation.
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In the ad settings. The feature can also be disabled manually in Advantage+ Creative, under the Destination section. There, advertisers need to turn off the Product browsing toggle. This option will remain available after October 28.
It is not yet known whether opting out through the notification applies to all ad accounts belonging to the same advertiser or only to a specific ad account.
Meta has also not yet clarified the full list of ad formats and placements affected by the update. The notification refers to existing ads, but the conditions for new campaigns have not been disclosed.
What this means for affiliate marketers
Media buyers working with physical product offers and e-commerce through their own landing pages should pay particular attention to this update.
The problem is that enabling Product Browsing may change the existing conversion funnel. Some users will first see a product card within the social network and reach the advertiser's landing page only after an additional click.
This may also affect analytics. If a user opens Meta's internal page but never visits the website, an external tracker will not record a landing page visit. Therefore, after the update, it is worth comparing clicks in Ads Manager with actual visits to the website.
The change has already caused dissatisfaction among international media buyers. David Herrmann of Herrmann Digital suggested that Meta postpone automatic activation until January 2027. In his opinion, changing how existing campaigns work just one month before Black Friday — is not a good idea.
If traffic is already being directed to your own landing page and you do not plan to change the funnel, it is better to check the Product Browsing settings in advance. This is especially important for campaigns that generate the majority of conversions.
However, disabling the feature in every ad is not necessarily required. It may prove useful for advertisers with large product catalogs.
It is better to draw final conclusions based on the results of your own tests rather than the average conversion increase reported by Meta.
