Privacy and tracking limits

Meta retired 'Your activity off Meta technologies'. Will my website retargeting audiences and conversion matching change?

By The Tofu team ·

Possibly, but Meta hasn't said. On June 9, 2026, Meta announced it would stop offering "Your activity off Meta technologies," the setting that let people disconnect activity your pixel sends from their account, from July 2026 in the US and other countries it didn't name. People can still turn off "Activity from other businesses," and then Meta won't use that activity to show them more relevant ads. Meta gave advertisers no guidance on audiences or reporting. Trade analysts expect website audiences to grow, without saying by how much. Nothing Meta announced changes your setup or consent duties.

As of November 2026.

What changed

BeforeNow
"Your activity off Meta technologies"Let people disconnect the activity businesses share with Meta from their accountMeta "will no longer offer" it. Its Help Center says the setting "is going away"
"Activity from other businesses" (formerly "Activity information from ad partners")Controlled whether that activity was used for adsControls its use for ads and for other content, such as Feed, Reels and Meta AI responses. If it's off, Meta says it won't use the activity "to show you more relevant ads or other content"
What your pixel and Conversions API sendWebsite and server eventsNo change. Meta says "regardless of your choice, businesses and organizations may send us your activity," and that it isn't "collecting any new data as part of this update"

So people can still stop Meta from using your pixel data to show them your ads: they turn off "Activity from other businesses" in "Your information and permissions," and the choice covers every account in the same Accounts Center. What they lost is the option to disconnect that activity from their account. Meta says it still receives the activity when the setting is off and "may anonymize it or use it to improve our products."

What Meta hasn't said: its announcement doesn't mention advertisers, Custom Audiences or measurement. It also doesn't say whether people who used the old setting to disconnect their activity keep that choice, or whether the expanded setting starts on or off.

Who it affects

  • Advertisers reaching people in the US and the other launch countries. Meta hasn't listed them, and it doesn't name the EU or the UK.
  • Website custom audiences, and the lookalikes and conversion optimization built on pixel or Conversions API events, though Meta hasn't said whether they change. Meta already counts website visitors only if they use Meta technologies, and it says "we don't include accounts that have opted out of online behavioral advertising."
  • B2B accounts with small website audiences. When a retargeting pool is small, check its size before and after rather than assume it changed.

Customer list audiences have their own control: Meta's Help Center says people review the advertisers that shared their details in a separate "audience-based advertising" setting.

What the trade press expects, none of it confirmed by Meta:

  • Common Thread Collective (June 10, 2026) expects website visitor audiences to "grow to reflect a more complete picture of who visited your site," along with better lookalike seeds and "better signal matching."
  • Digital Applied (July 5, 2026) expects "platform-reported conversion counts to drift upward in rolled-out markets over the months after launch." It warns that this can look like better performance when your ads haven't changed.

Neither gives numbers.

What to do now

  1. Don't rebuild campaigns for this. Meta announced no change to Custom Audiences, the Meta Pixel or the Conversions API.
  2. Compare before and after. Note your website custom audience sizes and your retargeting reach, CPM and cost per lead for June 2026, and compare them with August to October. Common Thread Collective suggested watching CPMs, reach and conversion rates from August.
  3. Check reported conversions against your CRM. If Meta reports more leads but your CRM shows no more demo requests, Digital Applied's warning applies: the rise may come from matching, not your ads. Judge Meta on leads your sales team accepts.
  4. Update your privacy notice. If your site tells visitors to use Meta's "Off-Facebook activity" or "Your activity off Meta technologies" tool, point them to "Activity from other businesses" instead. Meta's Business Tools Terms (effective November 3, 2025) still require a clear notice on each page where the pixel runs, consent where it's legally needed, and an explanation of how users can opt out of ad targeting.
  5. Keep your event data clean. Deduplicate your pixel and Conversions API events (see how to set up the Meta Conversions API without a developer) and check why Event Match Quality is low on Meta lead events.
  6. Watch frequency if retargeting pools grow. Exclude people already in your pipeline so a bigger pool doesn't mean more ads to current leads (see how to stop showing Meta lead ads to people who already submitted the form).

Dates to watch

DateWhat happens
June 9, 2026Meta announces the change in its newsroom
July 2026Changes take effect in the US and "a number of other countries," per Meta. No day was given. TechTimes reported on July 15, 2026 that the rollout was active across the US
Not announcedWhich other countries, and when "more countries" follow
Not announcedWhether earlier disconnect choices carry over to the new setting

Sources

Ask Tofu next

Pick a question and Tofu Ads Agent answers it in chat.

Related answers

More on

Let an agent build your next campaign.

Tofu Ads Agent reads your CRM, plans the funnel, builds the audience and creative, and stages full campaigns across LinkedIn, Google and Meta for your approval.

Try it free Get a demo