Facebook reveals exactly what it knows about you – and it’s pretty scary


Facebook has revealed the huge amount of personal information it knows about its users, which is uses to serve them carefully targeted ads.

For the first time, the world’s most popular social network has revealed the full extent on the amount of data it holds on anyone with a Facebook profile.

As well as including the obvious, such as name, age, gender, location, and school friends, some of things Facebook knows about you are just downright bizarre.

For example, Facebook keeps track on when you start a new relationship, what operating system you are using, and also how much you are likely to spend on a new car.

It even keeps track of the types of credit cards you own, if you are in a long distance relationship and the size and value of your house!

Facebook also gives advertisers the ability to target people who are “heavy” alcohol buyers or who have a lot of debt.

Earlier this week, Facebook launched a new website that details the 98 different pieces of personal data it keeps on its users in order to show them targeted advertising.

Facebook said it needs this data to ensure it serves ads which are useful, interesting and relevant.

Mark Zuckerberg

Facebook boss Mark Zuckerberg

In order to do this, Facebook tracks all your online activity, including what ads you have clicked on, which pages you like and even the type of device you use to access the social network.

Also measured is the amount of time you spend reading posts, status updates or looking at a friend’s photographs or videos.

The longer you spend looking at a particular the type of post means that Facebook thinks you want to see more of this type of content.

And it’s not only your activity on the site that Facebook keeps tabs on.

If you stay logged into either social network on desktop or the mobile app, Facebook can still see pretty much every single website you visit online.

And even if you are not logged in, it still has a pretty good idea about what you get up to online.

Here is the complete list of the 98 data points Facebook keeps on each of its users:

Education level
Field of study
Ethnic affinity
Income and net worth
Home ownership and type
Home value
Property size
Square footage of home
Year home was built
Household composition
Users who have an anniversary within 30 days
Users who are away from family or hometown
Users who are friends with someone who has an anniversary, is newly married or engaged, recently moved, or has an upcoming birthday
Users in long-distance relationships
Users in new relationships
Users who have new jobs
Users who are newly engaged
Users who are newly married
Users who have recently moved
Users who have birthdays soon
Expectant parents
Mothers, divided by “type” (soccer, trendy, etc.)
Users who are likely to engage in politics
Conservatives and liberals
Relationship status
Job title
Office type
Users who own motorcycles
Users who plan to buy a car (and what kind/brand of car, and how soon)
Users who bought auto parts or accessories recently
Users who are likely to need auto parts or services
Style and brand of car you drive
Year car was bought
Age of car
How much money user is likely to spend on next car
Where user is likely to buy next car
How many employees your company has
Users who own small businesses
Users who work in management or are executives
Users who have donated to charity (divided by type)
Operating system
Users who play canvas games
Users who own a gaming console
Users who have created a Facebook event
Users who have used Facebook Payments
Users who have spent more than average on Facebook Payments
Users who administer a Facebook page
Users who have recently uploaded photos to Facebook
Internet browser
Email service
Early/late adopters of technology
Expats (divided by what country they are from originally)
Users who belong to a credit union, national bank or regional bank
Users who investor (divided by investment type)
Number of credit lines
Users who are active credit card users
Credit card type
Users who have a debit card
Users who carry a balance on their credit card
Users who listen to the radio
Preference in TV shows
Users who use a mobile device (divided by what brand they use)
Internet connection type
Users who recently acquired a smartphone or tablet
Users who access the Internet through a smartphone or tablet
Users who use coupons
Types of clothing user’s household buys
Time of year user’s household shops most
Users who are “heavy” buyers of beer, wine or spirits
Users who buy groceries (and what kinds)
Users who buy beauty products
Users who buy allergy medications, cough/cold medications, pain relief products, and over-the-counter meds
Users who spend money on household products
Users who spend money on products for kids or pets, and what kinds of pets
Users whose household makes more purchases than is average
Users who tend to shop online (or off)
Types of restaurants user eats at
Kinds of stores user shops at
Users who are “receptive” to offers from companies offering online auto insurance, higher education or mortgages, and prepaid debit cards/satellite TV
Length of time user has lived in house
Users who are likely to move soon
Users who are interested in the Olympics, fall football, cricket or Ramadan
Users who travel frequently, for work or pleasure
Users who commute to work
Types of vacations user tends to go on
Users who recently returned from a trip
Users who recently used a travel app
Users who participate in a timeshare


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