Meta says it personalizes ads using activity on Facebook and Instagram, information that businesses send it about activity on their websites and apps, and—in some cases—information across accounts linked in Accounts Center. Meta also says Meta AI interactions became a personalization signal on December 16, 2025. The controls for these different sources are not interchangeable, and their names and availability can vary by country and account.
What activity can shape the ads you see?
Meta’s US privacy notice says it collects information about how people use its products, including the content they view or engage with, features they use, actions they take, accounts they interact with, and the timing, frequency, and duration of activity. Meta says such information can help personalize ads. Its ad-transparency explanation says activity on and off Meta technologies may inform machine-learning models used to shape and deliver ads. Meta’s US Regional Privacy Notice and its ad-transparency explanation describe these practices from Meta’s perspective; they are not an independent audit of its systems.
Meta says the explanation available with an ad can show topics associated with why it was shown. That can offer a clue about an ad’s relevance, but a topic explanation is not a complete account of every signal or decision involved in delivering it.
Where the information comes from
Activity on Facebook and Instagram
Viewing or engaging with content, using features, taking actions, and interacting with accounts are examples of activity Meta says it collects within its products. The company says these signals can contribute to ad personalization.
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Activity businesses share from their sites and apps
Businesses can send Meta information about people’s actions through tools and integrations such as Meta Business Tools, social plugins, Facebook Login, APIs, and SDKs. Meta’s examples include games played and purchases made on other websites. This describes information businesses send through specified integrations; it does not establish that Meta necessarily sees every page a person visits.
Activity across linked accounts
Meta says information across accounts placed in the same Accounts Center may be used to personalize ads and other experiences. Joining accounts in an Accounts Center is optional. Meta’s 2023 explanation said preferences could be applied to individual accounts when they remain in separate Accounts Centers. As Meta rolls out a newer Meta Account experience building on Accounts Center, navigation and wording may not look the same for everyone. See Meta’s About Accounts Center help page and its explanation of centralizing app settings.
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Interactions with Meta AI
Meta said it began using interactions with Meta AI—including text and voice interactions—to personalize recommendations, content, and ads on December 16, 2025. Meta also said conversations about listed topics, including religious views, sexual orientation, political views, health, racial or ethnic origin, philosophical beliefs, and trade-union membership, would not be used to show ads. Those are Meta’s stated policies, not an independent verification or a promise about every other use of information. The company described the change in its October 2025 announcement.
What changed for activity from other businesses in 2026?
On June 9, 2026, Meta announced an expanded Activity from other businesses setting to govern the use of partner-shared activity for ads and other personalized content. Meta said the change did not involve collecting new data; it changed how information businesses already send could be used. The company also said it would discontinue the separate Your activity off Meta technologies setting.
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Meta said rollout would begin in the United States and some other countries in July 2026, then expand further. Its announcement does not establish which accounts or countries had completed the transition by October 4, 2026, so do not assume every user has the same setting or sees the same label. Meta reported that it personalizes experiences for 3.5 billion people using its apps and services each day; that is a company-reported figure, not an independent measurement. See Meta’s June 2026 announcement.
How to review the relevant settings
Start with Meta’s named settings areas, then check the current labels in your own account. Paths and availability can differ by location, account, and rollout.
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- For ad controls: Open Ad Preferences to review available ad-related choices. Meta’s ad-transparency explanation describes ad explanations and personalization; the US privacy notice describes some location-dependent opt-out rights.
- For linked accounts: Open Accounts Center and review the accounts and settings associated with it. Meta says accounts in the same Accounts Center may share information for ad personalization and other experiences; keeping accounts separate is an option.
- For partner-shared activity: Look for Activity from other businesses in the current settings. Meta announced this as the expanded control replacing Your activity off Meta technologies, but the transition may not yet be complete for every account or location.
Changing an ad topic preference or hiding an advertiser is not the same as changing cross-account settings or the use of activity from other businesses. Review the control’s description to understand its stated scope rather than assuming one choice disables all personalization.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Does Meta listen to conversations for ads?
Ad personalization by itself does not establish that Meta is listening through a device microphone. Meta says it uses a microphone only when a person gives permission and actively uses a feature that requires it. That is Meta’s statement, not an independent audit. Its Privacy Center explanation describes its position.
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What Meta says about its ad systems
In Meta’s February 14, 2023 transparency announcement, Pedro Pavón, Global Director of Ads and Monetization Privacy at Meta, wrote: “Information summarized into topics about how your activity both on and off our technologies — such as liking a post on a friend’s Facebook page or interacting with your favorite sports website — may inform the machine learning models we use to shape and deliver the ads you see.” This is an executive’s description of Meta’s systems, not independent confirmation of how every ad decision is made.
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