Social media platforms like Facebook now closely monitor our online actions to refine their advertising methods. The latest addition, "Link History" on Facebook, traces the links users click within the app, tailoring advertising based on this data.

New Addition of Meta, 'Link History'

Meta, in its pursuit of enhancing user experiences, introduces "Link History," a feature logging visited web pages within their apps for 30 days. While it's pitched as a convenience, the true motive seems centered on refining targeted advertising across Meta's platforms by leveraging this browsing data.

This move follows limitations imposed by Apple and others, impacting Meta's data collection efforts and prompting this strategic shift. Opting out of this tracking becomes crucial for those wary of tailored ads.

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Adjusting 'Link History'

The default "Link History" setting is "on" within the Facebook app, collecting browsing details to offer users a centralized link record. Users can opt-out, although deletion may take up to 90 days, per Facebook's Help Center.

Its impact on ad experience is so noticeable that while Facebook assures users they won't lose links, collected information could personalize ads across Meta platforms. The introduction of this feature is active in India and is gradually rolling out worldwide.

This marks the first time users gain visibility and partial control over link tracking, extending to Meta Browser within the app. Despite focusing on clicked links, Facebook clarifies this isn't comprehensive webpage tracking. Facebook's evolution from a networking platform to an advertising firm expands beyond Facebook and Instagram. Data collection occurs via Meta Pixel on external websites and meta trackers on browsers.

How to Deactivate 'Link History'

To deactivate "Link History," navigate to Settings & Privacy > Link History > Turn link history off > Confirm 'Don't allow' to turn off this feature. However, managing overall data usage remains a complex task.

An Issue Discovered Last Year

Last year, a former Google engineer cautioned that Facebook's in-app browser could track user interactions with external websites, compromising privacy. Apple's Safari limits such data harvesting when using Facebook, but within Facebook's browser, tracking potential remains, although Meta claims to honor app privacy settings.

While "Link History" sparks warnings to tweak settings, it highlights broader risks from apps designed for user tracking. Facebook monetizes user data for targeted ads, making users products, not customers.

Link History reveals a more significant issue. Despite Facebook's claims of user control, unanswered queries about data collection restrictions upon disabling Link History persist.