Meta is notifying advertisers that it will switch on product browsing in their existing Facebook and Instagram ads on October 28 unless they opt out before then. With the feature on, tapping an ad opens a full-screen catalog page inside Facebook or Instagram showing the brand’s products, prices, and descriptions, and shoppers have to tap again to reach the advertiser’s website. Meta says a test with roughly 117,700 advertisers in August raised conversions 3% on average, but it hasn’t said which conversions it measured or how the comparison was set up. Advertisers can opt out through the notice or turn the feature off ad by ad in Advantage+ Creative and Destination settings, but Meta hasn’t said whether ads created after October 28 will get product browsing by default too.
