Windows 11 has settings that let you limit some ad and recommendation personalization—but they do not turn off every ad or stop all tracking. The Advertising ID, for example, is an identifier apps may use to personalize ads. Microsoft says switching it off will not reduce the number of ads you see; it may make ads less relevant. Here are five controls to check, with paths that may vary by Windows update.
1. Turn off the Advertising ID
The Advertising ID is a per-user identifier that app developers and advertising networks may use to associate information they collect with your device and make ads more relevant across participating apps. It does not govern website cookies or every other form of interest-based advertising.
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- Open Settings > Privacy & security > Recommendations & offers.
- Turn off Let apps show my personalized ads by using my advertising ID.
Microsoft Support says turning this off will not reduce the number of ads, though they may be less relevant. Turning it back on resets the identifier. Microsoft’s Recommendations & offers privacy guidance explains the control and its limits.
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2. Disable Personalized offers
Personalized offers can use Windows diagnostic data, account information, and information from other Microsoft products and services to tailor tips, ads, and recommendations.
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- Open Settings > Privacy & security > Personalized offers.
- Turn off Get personalized tips, ads, and recommendations based on my Windows activity.
On some older installations, this option is named Tailored experiences and appears under Settings > Privacy & security > Diagnostics & feedback. Microsoft says the newer Personalized offers label is replacing the older one. Microsoft’s diagnostics and privacy guidance describes the transition.
3. Limit Optional diagnostic data
Optional diagnostic data may include websites you browse, device activity, and enhanced error reporting. To reduce this optional collection while keeping required diagnostics, select Required diagnostic data.
- Open Settings > Privacy & security > Diagnostics & feedback.
- Under Diagnostic data, choose Required diagnostic data.
This is not a way to turn diagnostics off: required data remains included. Microsoft says Windows remains secure and operates normally with Required diagnostic data only. Optional data can help Microsoft diagnose issues and improve products. See Microsoft’s explanation of diagnostic data and privacy.
4. Stop app-launch tracking for Start and search
Windows can use which apps you launch to improve Start and search results, such as making frequently used apps easier to find. This is a separate control from the Advertising ID.
- Open Settings > Privacy & security > Recommendations & offers.
- Turn off Let Windows improve Start and search results by tracking app launches.
Microsoft’s General privacy settings guidance documents the app-launch setting and notes that the older General page is being replaced on newer Windows 11 versions.
5. Turn off suggested content in Settings, if available
On installations that still have the older General privacy page, Windows offers suggestions for discovering features, content, or apps that may interest you.
- Open Settings > Privacy & security > General.
- Turn off Show me suggested content in the Settings app.
Newer Windows 11 versions may not show this page or label because Microsoft is replacing the General page. Consult Microsoft’s General privacy settings guidance if you need to identify the older control.
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Windows settings can change names and locations with updates. Microsoft documents Recommendations & offers for controls such as Advertising ID and app-launch tracking, while older installations may show the General page or Tailored experiences label. If a setting is missing or unavailable, the installed Windows version or an organization-managed device may explain the difference; some settings can be managed by an organization.
Still seeing tailored prompts? Check Device usage
Device usage is an additional place to review if you continue to see tailored recommendations. Choosing categories such as Gaming, Entertainment, or Business can lead to tailored tips, recommendations, and personalized ads. Microsoft says you can change or opt out of these choices at any time, and that this data is not shared with third parties.
- Open Settings > Personalization > Device usage.
- Review the selected categories and change or opt out of those you do not want.
Details are in Microsoft’s Device usage settings guidance.
What these changes do—and do not do
These controls address specific Windows personalization practices: app use of the Advertising ID, offers based on Windows activity and related information, optional diagnostic data, app-launch tracking, and suggested Settings content. They do not make Windows anonymous, stop all data collection, or block ads in every app, browser, or website. In particular, turning off Advertising ID does not reduce ad volume and does not control website cookies.
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