Windows 11 Ad Settings: 9 Controls Explained

Windows 11 includes nine advertising-related controls that determine how Microsoft uses your data to show personalized ads in the OS and across the web. These settings are scattered across the Settings app, Microsoft account page, and web browser, and turning them off is straightforward once you know where to look. Below is a complete breakdown of each control, how to change it, and what effect it actually has.

Where Advertising Settings Live in Windows 11

Microsoft separates advertising controls into three main areas:

• Settings > Privacy & security > General – four toggles that control how apps and Windows use your advertising ID.
• Settings > Privacy & security > Diagnostics & feedback – two options that affect ad personalization based on diagnostic data.
• Microsoft account website (account.microsoft.com) – three web-based controls for cross-device ad preferences and personalized ads in Microsoft services.

Additionally, the Microsoft Edge browser has its own separate ad personalization settings, but those are not part of the nine Windows 11 system controls.

The Nine Controls in Detail

Here is the full list of the nine advertising-related controls you can change in Windows 11:

1. Let apps show me personalized ads by using my advertising ID (Settings > Privacy & security > General)
2. Let websites show me locally relevant content by accessing my language list (same General page)
3. Let Windows improve Start and search results by tracking app launches (same General page)
4. Show me suggested content in the Settings app (same General page)
5. Send optional diagnostic data (Settings > Privacy & security > Diagnostics & feedback) – when enabled, this data can be used for ad personalization.
6. Tailored experiences (same Diagnostics & feedback page) – this toggle uses diagnostic data to show personalized tips, ads, and recommendations.
7. Advertising preferences (Microsoft account website) – lets you turn off personalized ads across Microsoft services like Bing, Edge, and MSN.
8. Cross-device ad personalization (Microsoft account website) – controls whether your ad preferences follow you across devices.
9. Personalized ads in your web browser (Microsoft account website) – this is actually a sub-option of the advertising preferences, but it’s often listed separately in Microsoft’s privacy dashboard.

Note that the exact wording of these toggles may vary slightly depending on your Windows 11 version, but the function is the same.

How to Turn Off All Nine Controls

To disable the four settings in the Settings app:

1. Open Settings (Win + I).
2. Go to Privacy & security > General.
3. Turn off all four toggles.

To disable the two diagnostic-related settings:

1. In Settings, go to Privacy & security > Diagnostics & feedback.
2. Turn off Send optional diagnostic data (if you want to limit data collection entirely).
3. Turn off Tailored experiences.

To disable the three Microsoft account settings:

1. Go to account.microsoft.com/privacy and sign in.
2. Under Advertising preferences, turn off Personalized ads.
3. Under Cross-device ad personalization, turn off the toggle.
4. If you see a separate option for Personalized ads in your web browser, turn that off too.

These changes sync across your Microsoft account, so they apply to any Windows 11 device signed in with the same account.

What Each Control Actually Does

Understanding the purpose of each toggle helps you decide which ones to keep on:

• Advertising ID – Windows assigns a unique ID to each user account. Apps use this ID to serve ads that are more relevant to your behavior. Turning it off resets the ID, and apps can no longer use it for personalized ads.
• Language list – This lets websites show local content (like local news or ads) based on your language settings. It doesn’t share your precise location, but it does give a general region.
• App launches tracking – Windows tracks which apps you launch to improve Start menu and search suggestions. This is not strictly ad-related, but it feeds into the recommendation engine.
• Suggested content in Settings – This shows promotional or recommended content (like OneDrive tips) inside the Settings app. Turning it off removes those suggestions.
• Optional diagnostic data – This sends more detailed usage data to Microsoft. While not exclusively for ads, Microsoft states it may use this data for ad personalization if you have tailored experiences enabled.
• Tailored experiences – This is the master switch for using diagnostic data to personalize tips, ads, and recommendations. Turning it off stops that use.
• Advertising preferences (Microsoft account) – This is the central control for personalized ads across Microsoft services. Turning it off stops ads from being tailored to your Microsoft account activity.
• Cross-device ad personalization – This allows your ad preferences to sync across all devices where you use your Microsoft account. Turning it off keeps preferences local to each device.
• Personalized ads in browser – This specifically controls whether Edge and other Microsoft browsers show ads based on your browsing history. It’s part of the broader advertising preferences but is sometimes listed separately.

Common Misconceptions and Mistakes

Many users believe that turning off all nine controls will eliminate all ads in Windows 11. That’s not true. You will still see generic ads in apps like the Start menu (for recommended apps) and in the Microsoft Store. The difference is that these ads won’t be tailored to your behavior.

Another mistake is thinking that the “General” toggles in Settings are the only ad controls. The Microsoft account website controls are just as important, especially if you use Bing, Edge, or Outlook. If you only turn off the Settings toggles, Microsoft can still use your account data to personalize ads on its web services.

Also, note that turning off “Send optional diagnostic data” does not stop all diagnostic data collection – Windows still sends basic diagnostic data unless you choose the “Required diagnostic data” option. Basic data is not used for ad personalization, but it’s still collected.

Privacy vs. Functionality Trade-offs

Disabling these controls may have minor side effects:

• Start menu and search suggestions become less relevant (you’ll see generic app suggestions instead of ones based on your usage).
• Websites might show content in a less relevant language or region.
• Microsoft services like Bing and Edge will show generic ads instead of personalized ones.

However, you won’t lose any core functionality. Windows updates, security, and basic features remain unaffected. The only real trade-off is a slightly less tailored experience.

How Windows 11 Compares to Windows 10

Windows 10 had similar ad settings, but Windows 11 consolidated them and made some easier to find. In Windows 10, the advertising ID toggle was under Privacy > General, and the tailored experiences toggle was under Diagnostics & feedback. Windows 11 keeps the same structure but adds the “Suggested content in Settings” toggle, which is new. The Microsoft account controls are identical across both versions.

Frequently Asked Questions

Will turning off these settings stop all ads in Windows 11?

No. You will still see ads in the Start menu (like “Recommended” apps), in the Microsoft Store, and in apps that are ad-supported. Turning off the nine controls only stops personalization, not the ads themselves.

Do I need to turn off both Settings and Microsoft account controls?

Yes, if you want to minimize ad personalization across all Microsoft services. The Settings controls affect apps on your device, while the account controls affect web services like Bing and Edge. Turning off one does not affect the other.

Will turning off optional diagnostic data affect Windows updates?

No. Windows updates are delivered regardless of your diagnostic data level. You will still receive security and feature updates. The only difference is that Microsoft won’t collect as much usage data.

Can I re-enable these settings later?

Yes, you can go back and turn on any of the toggles at any time. Your advertising ID will be regenerated, and Microsoft will resume collecting data for ad personalization.

Does this affect my privacy in other apps like Chrome or Firefox?

No. These settings only affect Microsoft apps and services. Your browsing activity in third-party browsers is still subject to their own privacy policies and ad tracking.

Is there a way to see what data Microsoft has on me?

Yes, you can view and export your data at the Microsoft Privacy dashboard (account.microsoft.com/privacy). You can also see your ad interests and clear them there.

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