There are heat maps that show where people click. That’s not good enough for Facebook. They want to see where your cursor goes on the screen. This extreme level of data collection might not make much sense, but from a marketing perspective, it’s an important thing to know.
They already have a good idea about whether or not you’ve seen something on your screen, but they want to improve that as well. Right now, they present a virtually infinite number of posts on news feeds, but different people scroll different lengths as they progress down the page. They want to know exactly what made it into the visible part and what did not.
This will help them understand user interaction (or lack of interaction) to better serve content that is more relevant to a user. For example, if you’re presented three ads three different days by the same company and you did not interact with it at all, scrolling passed it or ignoring it, then they know you’re less likely to find it valuable and will start serving you ads from someone different. This is why you should never, ever waste a Facebook post. They all count.
Here’s what the Wall Street Journal reports:
Facebook Inc. is testing technology that would greatly expand the scope of data that it collects about its users, the head of the company’s analytics group said Tuesday.
The social network may start collecting data on minute user interactions with its content, such as how long a user’s cursor hovers over a certain part of its website, or whether a user’s newsfeed is visible at a given moment on the screen of his or her mobile phone, Facebook analytics chief Ken Rudin said Tuesday during an interview.
Read More: Wall Street Journal