Meta to auto-enable in-app product browsing on existing ads from 28 October

PPC Land reported on 15 October 2026 that Meta had notified advertisers it will turn on "product browsing" for existing ads on Facebook and Instagram on 28 October 2026, unless they opt out first. Product browsing is an existing Advantage+ creative enhancement. When someone taps an ad, they may see an in-app experience with product information and personalised suggestions instead of landing directly on the advertiser's website. Advertisers can use an opt-out button in the notice before the deadline, or switch the feature off for each ad in the Advantage+ creative and destination settings at any time. Meta's notice cites an experiment from 6 to 21 August 2026 in which businesses saw on average 3% more conversions. PPC Land noted that it could not find a Help Center article or newsroom post about the change, and that the notice doesn't say whether new ads will also default to on.

Many Indian D2C brands, boutiques and gifting stores rely on Meta ads during the festive and wedding season. A change that adds an extra in-app step before the website affects landing page experience, analytics and possibly attribution. Some advertisers may welcome more conversions. Others, especially those that collect leads, run custom checkouts or depend on website pixels and WhatsApp click-throughs, may want visitors on their own site. Because the switch happens by default, accounts that nobody checks could change without anyone noticing.

- Check Ads Manager notifications and Account Quality for the product browsing notice before 28 October, and decide whether to opt out. - If you keep it on, compare performance before and after the change, and watch website sessions alongside reported conversions. - Make sure your product catalogue has correct prices, images and stock status, since in-app product experiences rely on product data. - Review the Advantage+ creative enhancements on your best ads, and turn off any that don't suit your brand or funnel.

Pacewalk helps businesses act on ads trends — Performance Marketing, Social Media Marketing, Digital Marketing. Book a free consultation and our team will apply this update to your marketing.