• by Laurie Sullivan  @lauriesullivan, January 3, 2024

Facebook has begun to globally roll out a link history option as an opt-out feature, turned on by default, for Android and iOS devices that enables Meta's platforms to use the data for ad targeting.

When the link history feature is on, any links tapped inside of Facebook and visited in Facebook’s mobile browser will be saved in the archives for 30 days. 

Links visited in chats on Messenger are not saved to link history. It's gradually being introduced without a specific timeline for the rollout.

The feature, when turned on, will allow Meta and its subsidiaries to use the collected data from Facebook's mobile browser to improve ad targeting across Meta's platforms. 

With digital advertisers completing the transition this year toward cookieless ad targeting, the link history feature could support advertisers wanting an extra metric to support measurements for return on investments. 

In Facebook's privacy policy, the company explains that it collects activity on the platforms and information provided; friends, followers and other connections; apps, browser and device information; and information from partners like vendors and other third parties.

To turn the link history on or off, Facebook suggests tapping any link inside the Facebook app to open Facebook’s mobile browser. Users can go to the Settings screen and turn link history on by tapping next to Allow Link History, and then tap Allow to confirm. The Don’t Allow toggle will turn off the tracking.

When the link history is turned off, Facebook will clear the data, and no links visited will be visible. It may take Meta up to 90 days to complete the deletion process.