Your preferred social media platforms have access to more of your personal information than you may realize. Here are some steps you can take in response.

The saying “nothing is truly free” applies to social media apps like Facebook and Instagram, which collect extensive user data for targeted advertising. This data gathering often extends beyond the apps, leading to personalized ads based on your online behavior and conversations. Privacy concerns arise, as Facebook monitors user activity. Steve Grobman from McAfee explains the risks associated with this data collection and offers guidance on how to disable such features for better online safety.

Which Facebook setting tracks your data?

Here's The Facebook And Instagram Privacy Setting You Need To Disable Asap

The issue stems from the aptly named Meta tracking, which impacts both Facebook and Instagram. When activated, this setting allows Meta to monitor your activities across various websites and apps to deliver you targeted advertisements.

 

This tracking primarily operates through Meta Pixel, a small JavaScript code snippet embedded on a website that tracks visitors’ actions and behaviors. The collected data is then utilized to present targeted ads tailored to an individual’s interests and location across Meta’s platforms, including Facebook and Instagram. If this sounds familiar, it’s because a Meta Pixel—implemented by a website owner or their developer—functions similarly to an online cookie, which also tracks your web behavior.

 

While this practice may not appear as sinister as it seems—at least in theory—it does serve a purpose. Ads play a crucial role in keeping these platforms free for users, making it a logical business approach. These advertisements are designed to align with your interests, making them relevant. However, the downside is that your privacy may be compromised as a consequence. “This same process also leads to unsolicited ads and unconsented marketing campaigns,” explains Grobman. “There is often a significant trade-off between personalization and privacy.”

Meta’s terms of service clearly indicate that it does not sell user information. While businesses can utilize data gathered through the Meta Pixel for their advertising needs within the Meta platform, Meta itself is prohibited from directly selling your Meta Pixel data.

Why should you turn off Meta tracking?

An influx of annoying ads isn’t the only issue here—Meta tracking also collects and profits from your personal data. Turning off Meta tracking helps you protect your privacy and take more control over your digital footprint.

What kind of personal information are we talking about? “This includes details like your phone number, messages and even metadata from photos and videos,” says Grobman. Things like your habits, location and interactions with others, such as posts you like and share, are also wrapped into this feature. “By turning off or reducing tracking, you limit the risk of data misuse,” Grobman adds. “It’s one way you can prioritize your data and privacy.”

And beyond what social media companies track, it’s important to consider who else can see your information. “Hackers and scammers often exploit the personal details shared on social media to commit identity theft or create hyperpersonalized text or email scams,” Grobman says. “This is why it’s important to be sure you understand who can see the information you’re sharing online.”

Is there any reason not to turn off Meta tracking?

You will always see advertisements and sponsored posts on Facebook, but turning off Meta tracking means the company won’t know what you like—and as a result, ads won’t be tailored to you. For example, you could potentially see ads for diapers, even if you don’t have babies.

If you, in fact, want to see ads that are relevant to you, then you might keep Meta tracking turned on.

Is Meta tracking the same as Off-Facebook Activity?

Here's The Facebook And Instagram Privacy Setting You Need To Disable Asap Surabhi Tripathy 03

Yes. Meta tracking is the umbrella term that covers this type of information gathering, while Off-Facebook Activity is the tool Meta uses to do this.

In 2020, in an effort to boost transparency with users, Facebook introduced Off-Facebook Activity. This feature lets you view a summary of information the company receives about your activity on other apps and websites, including purchases, searches and when you click external links. It also includes details about when you log into a website or app using your Facebook ID instead of creating a new account and password.

How do you turn off Meta tracking?

To view your activity off Facebook and clear your history so Meta stops tracking you, follow these steps:

For Facebook

  1. Open Facebook on a web browser or the app.
  2. Click or tap your circular profile photo.
  3. Select “Settings & privacy” and then “Settings” (or click the gear icon in the upper-right corner of the app).
  4. Choose “Meta Accounts Center.”
  5. Select “Your information and permissions.”
  6. Choose “Your activity off Meta technologies.” Here, you can review and clear your history, and choose “Disconnect” to put an end to future tracking.

For Instagram

  1. Go to Instagram on a web browser or open the app.
  2. Tap on your circular profile photo.
  3. Select the three horizontal lines (“hamburger” icon), and select “Accounts Center.”
  4. Under “Account settings,” choose “Your information and permissions.”
  5. Tap or click “Your activity off Meta technologies.” Here, you can review and clear your history, and choose “Disconnect” to put an end to future tracking.

About the expert

  • Steve Grobman is the chief technology officer at McAfee, a leading cybersecurity company. Grobman leads McAfee’s development of next-generation cyber defense and data science technologies, as well as threat and vulnerability research. He has written numerous technical papers and books, and he holds 30 U.S. patents.

Why trust us

Reader’s Digest has published hundreds of articles on personal technology, arming readers with the knowledge to protect themselves against cybersecurity threats and internet scams as well as revealing the best tips, tricks and shortcuts for computers, cellphones, apps, texting, social media and more. We rely on credentialed experts with personal experience and know-how as well as primary sources including tech companies, professional organizations and academic institutions. We verify all facts and data and revisit them over time to ensure they remain accurate and up to date. For this piece, Marc Saltzman tapped his 30-year experience as a technology journalist, the author of several books (including Apple Vision Pro for Dummies) and the host of the syndicated Tech It Out radio show and podcast to ensure that all information is accurate and offers the best possible advice to readers. Read more about our team, our contributors and our editorial policies.

Sources:

  • Steve Grobman, chief technology officer at McAfee; interview, January 2025
  • Facebook: “Meta Privacy Policy – How Meta collects and uses user data”
  • Facebook: “Adjust your Facebook privacy settings | Meta Business Help Center”
  • Instagram: “How to stop Instagram from tracking your internet activity”
  • Newsweek: “Here’s How to Turn Off Tracking on Facebook and Instagram”

Written by: Q1075

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