What Facebook Actually Knows About You (It's More Than You Think)
A while back, I downloaded my Facebook data archive — a feature buried in the settings that lets you see everything the platform has collected about you. I expected it to be interesting. I didn't expect it to be quite so comprehensive. Here's what I found, and what you can do about it.
The Data Archive: What's Actually in There
The archive includes every message you've ever sent on Messenger (including ones you've deleted), every post and photo you've ever uploaded, every ad you've ever clicked, a log of every time you've logged in including your IP address and device, your complete search history on Facebook, and a list of every advertiser who has your contact information. That last one was particularly striking — hundreds of companies I'd never heard of had uploaded my email address or phone number to target me with ads.
Off-Facebook Activity: The Tracking You Don't See
What surprised me most was the 'Off-Facebook Activity' section. This shows all the websites and apps that have sent data about you to Facebook — even when you weren't on Facebook. Any website with a Facebook Like button, a Facebook login option, or the Facebook Pixel tracking code sends data back to Facebook about your visit. This means Facebook builds a profile of your browsing behavior across much of the internet, not just on its own platform.
Your Inferred Interests and Ad Profile
Facebook maintains a detailed profile of your interests, demographics, and behaviors used for ad targeting. You can view this under Settings → Ads → Ad Preferences. The categories are often surprisingly accurate — and sometimes unsettlingly personal. You can remove categories you're uncomfortable with, though Facebook will continue to infer new ones over time based on your activity.
What You Can Actually Do
Download your data archive to see what's there: Settings → Your Facebook Information → Download Your Information. Clear your Off-Facebook Activity history and turn off future off-Facebook tracking under Settings → Your Facebook Information → Off-Facebook Activity. Review and revoke third-party app permissions under Settings → Apps and Websites. And tighten your privacy settings as described in my earlier article on social media privacy settings.
Bottom Line
I'm not suggesting you delete Facebook — for many people, the social connections are genuinely valuable. But understanding what you're trading for those connections is important. Knowledge is the first step toward making an informed choice about how you engage with the platform.