paid media.on 28 october meta changes where the click goes. the call is yours until then.

Around 14 October a Meta notice began circulating among advertisers: from 28 October 2026 it will add product browsing to ads already running on Facebook and Instagram, unless the advertiser opts out before that date. The feature already existed as an Advantage+ creative enhancement; what changes is the default for active ads, which moves from off to on.

According to PPC Land, which analysed it on 16 October, as of 15 October the change didn't appear in Meta's Help Center, changelog or newsroom. What is known comes from the notice advertisers received.

When someone taps an ad with the feature on, they may see product information and personalised suggestions inside the app instead of going straight to the landing page. The notice doesn't say where those suggestions come from, how often the experience appears or who sees it.

Nor does it say whether it applies to every format and objective, whether new ads also get it switched on, whether a connected catalog is required or whether a duplicated ad inherits the setting. Those questions remain open.

Meta says that, on average, businesses with product browsing saw 3% more conversions than without it, in a test run from 6 to 21 August 2026 with about 117,700 advertisers. It is a figure from the platform that benefits from the change, with no independent audit.

The notice doesn't define what counts as a conversion, where it was counted or the attribution window, and it reports neither cost per conversion nor revenue. The verticals it names are e-commerce, consumer goods and retail. An average like that can be true and say nothing about a brand that doesn't sell online.

For a brand that doesn't sell online, the site is where the measured action happens: a form, a download, a click to WhatsApp. If part of the clicks stays in the app, those visits never reach your analytics and the comparison with last month stops being like for like, even though the campaign didn't change.

In regulated industries the landing page is often the reviewed version of the message. A click that shows something else before getting there deserves a compliance check before the 28th, not after.

Before the date we go through active ads one by one in the destination and Advantage+ creative settings, and we write down what was left on and why. Where the conversion is a catalog sale, it may be worth testing; where the conversion happens on the site, it stays off until we have our own test.

In reports, any jump in conversions or drop in site visits after the 28th is read against this change first. And since nobody knows whether duplicates inherit the setting, they get checked too.

The note explains the problem; the services explain the work.