November 2026 brings several changes to Meta and Google Ads, and most of them land in the weeks before Black Friday on 27 November. Meta’s new advertising terms take effect on 20 November, a new Meta Pixel setting starts measuring conversions on 12 November, and Google Ads changes how customer lists are uploaded from 16 November. This guide explains each change in date order and what to check in your accounts.
Meta's new Commercial Terms take effect on 20 November
Meta’s updated Commercial Terms and Self-Serve Ad Terms apply from 20 November 2026. They were due to start on 30 October, but Meta pushed the date back on 23 October after complaints from publishers and advertisers, including to competition authorities in the UK and EU. Meta said the extra three weeks were to explain the changes to partners. The content of the terms has not changed.
The main changes compared with the previous version of the terms are:
- AI features: a new section says Meta’s AI tools may make mistakes and that advertisers are responsible for the AI features they use and the content those features produce.
- Website crawling: Meta may use crawlers and bots on the web pages linked to the products a business uses, such as the landing pages behind its ads.
- Use of your content: the licence now allows Meta to create derivative works from advertiser content and to use it to develop and improve Meta’s own products.
- Warranties: Meta’s products are provided as they are, with warranties disclaimed.
Advertisers accept these terms by continuing to use Meta’s ad tools after 20 November. Before that date, it is worth reading the updated terms, checking which AI features are switched on in your campaigns and reviewing any AI-generated copy or images before they go live.
The Meta Pixel starts measuring conversions on customer devices on 12 November
A new setting in Events Manager, labelled “Measure conversions on customer devices”, begins measuring from 12 November. It is switched on by default for any Pixel or Conversions API dataset that already sends events, and advertisers can turn it off in each dataset’s settings.
The feature matches some purchases on the shopper’s own phone or computer, using details the customer has already given the business, such as an email address. Meta is then told that a purchase happened and which campaign should be credited. Meta says this recovers sales that are missing from campaign reporting today.
For UK advertisers, the impact may be limited. Reports citing Meta’s help pages say the feature is not active for people located in the UK or EU, and that it only works on sites where customers log in with an email address or phone number. Even so, it is sensible to:
- Record your current Meta-reported conversions before 12 November as a baseline
- Compare Meta’s figures with the real orders or enquiries in your own systems each week
- Keep the Conversions API running alongside the Pixel
If reported conversions rise without a matching rise in actual sales, the setting is a likely cause and can be switched off.
Product browsing was switched on in existing Meta ads on 28 October
At the end of October, Meta switched on in-app product browsing for ads that were already running, unless advertisers had opted out. This lets people browse items from a catalogue inside Facebook and Instagram after seeing an ad. Advertisers with a product catalogue should check whether the feature is now active in live campaigns and whether it suits how they want customers to buy.
Google Ads Data Manager stops requiring hashed customer data on 16 November
From 16 November, Google Ads Data Manager will no longer require customer data to be hashed with SHA-256 before upload. It will accept encrypted data by default, decrypt it inside a secure, isolated environment, tidy the formatting and then match it against Google accounts. Google says this should improve match rates by removing errors caused by inconsistent formatting before hashing.
The change affects businesses that upload customer lists for Customer Match or send offline conversion data, through a CRM connection, cloud storage, file upload or the Data Manager API. Google’s notice does not say whether existing uploads that send SHA-256 hashes will carry on working unchanged, so anyone with an automated upload should confirm it with whoever built the connection.
It is also worth updating your privacy documentation. Customer data will now leave your systems encrypted rather than hashed, and your privacy notice should describe how it is shared accurately.
Google Ads campaigns have more automation going into the Christmas period
Several Google Ads changes from earlier in the autumn are now running in accounts during the busiest weeks of the year. Search campaigns that used campaign-level broad match or automatically created assets were upgraded to AI Max from 1 September, while Dynamic Search Ads are due to move across from February 2027. Display campaigns are also moving into Demand Gen, with a migration tool available since June.
Before Black Friday, check the settings in each Search campaign rather than assuming they match what was set up originally. Many advertisers aim to finish major changes around two weeks before 27 November so campaigns have time to settle.
A Google core update could arrive in November
Google has not confirmed a core update since May 2026, and some SEO forecasters expect one between late October and mid-November. That is a forecast rather than an announcement. Recording your current rankings and organic traffic now gives you a clear comparison point if one is confirmed.
November 2026 dates at a glance
| Date | Change | Who should check |
|---|---|---|
| 12 November | Meta Pixel on-device conversion measurement starts | Advertisers using the Meta Pixel or Conversions API |
| 16 November | Google Ads Data Manager accepts encrypted, unhashed customer data | Advertisers uploading customer lists or offline conversions |
| 20 November | Meta’s new Commercial Terms and Self-Serve Ad Terms apply | All Facebook and Instagram advertisers |
| 27 November | Black Friday | Anyone running seasonal campaigns |
CMe Media manages Meta and Google Ads campaigns for businesses across the UK and is reviewing client accounts against each of these dates. Contact the paid advertising team to arrange a check of your Meta and Google Ads settings before Black Friday.
