Your favorite social media sites have access to more of your personal information than you might think. Here’s what you can do about it.
Here’s the Facebook and Instagram Privacy Setting You Need to Disable ASAP
Published on Jan. 30, 2025
Nothing in this world is truly free, as the expression goes. And this includes social media apps you don’t directly pay for. Businesses like Meta—the company that owns Facebook, Instagram and more—collect vast amounts of valuable user data to target you with relevant advertisements.
Even more annoying? This data gathering transcends the social media app or website itself, which is why you may see an ad on Facebook tied to, say, vacation getaways, after you’ve typed “Mexican resort” into Google, opened Tripadvisor or sometimes even just talked about it. While you’ve probably experienced this phenomenon and wondered if Facebook was spying on you, you wouldn’t be too far off. Facebook is definitely watching you and potentially using your information in ways you don’t like.
So how does Facebook do this, and just how much personal information is it privy to? As it turns out, quite a bit! We spoke with Steve Grobman, the chief technology officer at cybersecurity company McAfee, to fully understand the risks of the feature responsible for this—and learn how to disable it. Read on for all the details of this Instagram and Facebook hack so you can stay safe and sane online.
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Which Facebook setting tracks your data?
The culprit is the aptly named Meta tracking, and it affects both Facebook and Instagram. When this setting is on, it allows Meta to see your activity across various websites and apps so it can deliver targeted ads to you.
This is done primarily through Meta Pixel, a small piece of JavaScript code placed on a website that monitors a visitor’s activity and actions taken by users. The data is then gathered and used to deliver targeted advertisements based on a person’s interests and location across Meta’s platforms, including Facebook and Instagram. If this sounds familiar, it may be because a Meta Pixel—added by a website owner or their web developer—is like an online cookie, which also tracks your online activity.
This practice isn’t as nefarious as it seems—at least in theory. After all, ads help keep platforms free to use, so it makes sense from a business perspective. And the ads should be tailored to your interests and, therefore, relevant to you. The problem, however, is that your privacy takes a hit as a result. “This same process also results in unsolicited ads and unconsented marketing campaigns,” says Grobman. “There is often a significant trade-off between personalization and privacy.”
That said, Meta’s terms of service explicitly state that it does not sell user information. Businesses are allowed to use the data collected through the Meta Pixel for their own advertising purposes within the Meta platform, but Meta cannot directly sell 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?
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
- Open Facebook on a web browser or the app.
- Click or tap your circular profile photo.
- Select “Settings & privacy” and then “Settings” (or click the gear icon in the upper-right corner of the app).
- Choose “Meta Accounts Center.”
- Select “Your information and permissions.”
- 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
- Go to Instagram on a web browser or open the app.
- Tap on your circular profile photo.
- Select the three horizontal lines (“hamburger” icon), and select “Accounts Center.”
- Under “Account settings,” choose “Your information and permissions.”
- 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
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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”
