Yes, Meta can override your URL if you enable a feature called “Optimize Website Destination.” It’s meant to help boost ad performance, but it comes with a trade-off in control.
Here’s what happens:
If your ad meets the criteria meaning:
- You’re running a Sales objective
- You’ve selected Website conversions as the destination
- You’ve uploaded a product catalog
- And you’re using a single image or video format
…then Meta will show a checkbox that lets you turn on this optimization.
Once enabled, Meta uses AI to decide which page on your site is the best fit for the user’s intent. Instead of sending them strictly to the URL you set (like your homepage or a special promo page), Meta might redirect them to:
- A product page from your catalog
- A more popular or better-performing page
- Or sometimes… just your homepage
Meta uses image recognition + catalog data to match what’s in your ad with what’s in your catalog.
Why it matters:
If you're tracking conversions with UTM links or need users to hit a specific funnel (e.g. landing page with bundled offers), this could mess with your analytics or experience.
But if you’re selling multiple products and just want more conversions overall, this can work in your favor.
TL;DR: Meta is trying to help, but if your ad depends on precise landing pages, test this feature carefully. Don’t just turn it on and forget it.