Meta is retiring its off-platform data setting: what changes for advertisers?
Meta is retiring "Your activity off Meta technologies", the setting that let users disconnect their off-site activity data from their accounts. Announced on June 9, 2026, the change began rolling out in July 2026 in the US and a set of markets. The replacement control limits how the data is used, not whether it reaches Meta; previously invisible users may become matchable for advertisers again.
A control that lasted nearly seven years is being retired
Since September 2019, users could disconnect the off-site and off-app activity that businesses share with Meta from their own accounts. A user who cut that link was not matched at the profile level with the signals sent by the websites they visited. With its announcement of June 9, 2026, Meta said it is removing the setting; the change began taking effect in July 2026, first in the US and a few other countries, with additional regions to follow later.
Its place is taken by a control formerly named "Activity information from ad partners", now expanded under the name "Activity from other businesses". The new control has a different scope: instead of severing the connection, it manages whether the incoming data is used for personalization.
It limits use, not collection
The core of the change fits in one sentence: the data businesses send through the pixel and the Conversions API keeps arriving at Meta; the new setting only switches off its use for personalizing the user's experience. Meta says so explicitly in its announcement: "We aren't collecting any new data as part of this update" (Meta Newsroom, June 2026).
The scope is also widening. Off-platform activity used to feed only ad targeting; it now also feeds Feed content recommendations and Meta AI responses. Meta says personalization reached 3.5 billion people daily as of Q1 2026.
Two notes on geography: EU markets are outside this rollout and handled under a separate framework because of GDPR. Apple's App Tracking Transparency is a separate device-level layer, so it is not affected by this change.
Invisible visitors may become visible again
When a person using the old setting visited your site, the pixel event went to Meta but never matched a profile; that visitor effectively did not exist in your retargeting pools. With the opt-out gone, these users may reappear in custom audiences and in conversion matching. Website Custom Audiences can move closer to a complete picture of site visitors, lookalike seeds can become more representative, and the match rate of conversion events can rise.
Honesty is required about the size of the effect: Meta never disclosed how many users had this setting enabled, so no percentage for audience or performance lift can be given. The sound approach is to record a baseline for CPM, reach and conversion rate before the rollout reaches your markets, then watch for drift afterwards.
What it means for businesses in Türkiye
Meta says the first wave covers the US and a few countries, with other regions added later; no separate date has been shared for Türkiye. The direction is clear regardless: when the signal widens, the winners are the businesses whose measurement stack is ready.
The order of operations matters here. Everything this change offers an advertiser flows through your site sending Meta the right data: the pixel must be installed with complete events, the Conversions API must back the pixel server-side, and deduplication between the two must work correctly. In Türkiye, the cookie and pixel layer where this data is collected falls under KVKK, so the setup has to be built together with consent management on a KVKK-compliant cookie infrastructure. Without that foundation, no matter how much the signal widens on Meta's side, the upside never reaches you.
The UNALSOFT take
The signal widens; preparation starts with measurement
This change calls for an infrastructure check, not a new budget decision: are the pixel, the Conversions API, deduplication and a KVKK-compliant consent setup in place? In our ads management service, conversion tracking and compliance setup are part of the job, and campaign results are tracked against a baseline. When the rollout reaches Türkiye, the accounts that are ready will be the first to measure the difference.
Sources this article relies on
Meta Newsroom, "Better Personalization and Changes to Controls for Your Activity From Other Businesses" (official announcement, June 2026)
TechTimes, "Meta Drops Off-Platform Disconnect" (July 15, 2026)
The agenda moves fast, the system stays calm.
Let's talk about what this change means for your account and clarify whether your measurement stack is ready.