What Facebook is and how it makes money
Facebook is a social network owned by Meta Platforms where you create a profile, connect with people you know, and share photos, updates, and links. You do not pay money to use Facebook — the service is free because Facebook sells advertising space to businesses.
When you use Facebook, the company collects information about what you click, what you read, how long you look at posts, and what you search for. Advertisers then pay Facebook to show you ads based on that information. A business selling running shoes, for example, can ask Facebook to show ads only to people who have clicked on fitness content or joined running groups.
This is why you see ads that seem to know what you have been thinking about. Facebook is not reading your messages — but it is tracking your behavior across the site and sometimes across other websites you visit.
Key Takeaways
- Facebook collects data about your activity on the site and uses it to show you targeted ads; you cannot prevent this, but you can limit what information Facebook has access to.
- Your posts, photos, and friend list are visible to people you choose, but Facebook itself can see everything you do on the platform.
- Deleting a post removes it from public view, but Facebook keeps a copy of the data for its own records.
- Facebook's terms of service allow the company to change how it uses your information, and you agree to those terms by using the site.
- Third-party apps that connect to your Facebook account can see some of your information unless you remove their access in your settings.
What information Facebook collects and stores
Facebook collects more than just what you post. The company records every time you click "like," every search you type into the Facebook search bar, every video you watch (even if you do not finish it), and every group you join. It also tracks which ads you click on and which ones you ignore.
If you use Facebook on your phone, the app can see your location, your contacts, and which other apps you have installed. If you have a Facebook pixel installed on a website you visit (a small piece of code that tracks your behavior), Facebook knows you visited that site even when you are not logged in.
Facebook stores this information indefinitely. Even if you delete a post or a photo, Facebook keeps a record of it. If you deactivate your account, your data remains in Facebook's servers. You can request a copy of your data through Facebook's read tool, which shows you some (but not all) of what the company has collected about you.
Who can see your posts and profile information
When you create a Facebook account, you choose privacy settings that control who sees your posts, photos, and profile. You can set posts to be visible to "Friends Only," "Public," or a custom list of people. Your profile picture and name are visible to everyone on Facebook by default, even if your posts are private.
Facebook also has a feature called "tag review" that lets you approve posts before they appear on your profile if someone else tags you in them. You can turn this on in your privacy settings. However, the person who posted the photo or tag can still see it — you are only controlling whether it shows up on your own profile.
Your friend list is visible to your friends by default, but you can hide it from the public. Your email address and phone number are visible only to you unless you change your settings. Businesses and organizations you follow can see that you follow them, but they cannot see your private posts unless you are friends with them.
How Facebook's algorithm decides what you see
Facebook's algorithm is a set of rules that decides which posts appear at the top of your feed. The algorithm prioritizes posts from people you interact with most, posts that get a lot of comments and reactions, and posts that keep you on the site longer. Facebook does not show you everything your friends post — it filters the feed based on what it thinks will keep you scrolling.
This means you may not see posts from people you are friends with if you have not interacted with them recently. You will see more posts from accounts that generate engagement — usually posts with strong emotions, conflict, or surprising information. This is why divisive or outrage-inducing posts often spread faster than neutral ones.
You can adjust what you see by changing your feed preferences. You can unfollow people without unfriending them, mute specific words or topics, or tell Facebook to show you posts from specific friends first. However, you cannot see the full list of posts you missed — the algorithm has already filtered them out.
Third-party apps and what they can access
Many apps and websites let you "log in with Facebook" instead of creating a new password. When you do this, you are giving that app permission to see some of your Facebook information. Depending on what you agree to, an app might be able to see your name, email, profile picture, friend list, or even your birthday.
You can see which apps have access to your Facebook account by going to Settings > Apps and Websites. From there, you can remove access for any app you no longer use. Facebook recommends reviewing this list regularly because apps can change what information they request, and you may have forgotten which apps you connected years ago.
Some apps sell or share the data they collect from Facebook logins. Facebook has rules about what apps can do with your data, but enforcement is inconsistent. The safest approach is to limit which apps you connect to Facebook and to remove access from apps you do not actively use.
What Facebook does with your data
Facebook uses your data primarily for advertising, but the company also uses it for other purposes. Facebook analyzes your behavior to improve its products, to detect fraud, and to enforce its community standards. The company also shares data with law enforcement when required by law, and it may share data with other Meta companies like Instagram and WhatsApp.
Facebook also conducts research using your data. The company has run studies on how posts affect your mood, how misinformation spreads, and how different groups of people use the platform. You do not have to consent to these studies — they happen automatically as part of using the site.
In some cases, Facebook has sold or shared user data with third parties. In 2018, it was revealed that a company called Cambridge Analytica had obtained data on millions of Facebook users without their knowledge. Facebook has since restricted how much data third parties can access, but the company still shares information with business partners and advertisers.
How to control your privacy on Facebook
You cannot stop Facebook from collecting data about your activity on the site, but you can limit what information is visible to others and what third parties can access. Start by going to Settings > Privacy and reviewing who can see your posts, your friend list, and your profile information.
Turn on "tag review" so you approve posts before they appear on your profile. Limit who can contact you by changing your message requests settings. Review your apps and websites regularly and remove access for anything you do not use. Consider turning off location tracking in your phone's settings if you do not want Facebook to know where you are.
You can also limit ad targeting by going to Settings > Ads and removing interests that Facebook has assigned to you. This does not stop you from seeing ads, but it may make them less relevant to your behavior. Some people choose to use Facebook with a separate browser or in private browsing mode to limit cross-site tracking, though this does not prevent Facebook itself from collecting data about your activity on the platform.
Frequently Asked Questions
Can Facebook see my private messages?
Facebook can see the content of your private messages. The company uses automated systems to scan messages for illegal content, spam, and violations of its community standards. Facebook does not sell your message content to advertisers, but the company can read it for moderation and research purposes.
What happens to my data if I delete my Facebook account?
Facebook keeps your data for up to 90 days after you request deletion, in case you change your mind and want to reactivate. After 90 days, the company says it deletes most of your information, but some data may remain in backups or for legal compliance. Deactivating your account is different from deleting it — deactivation hides your profile but keeps your data on Facebook's servers.
Does Facebook sell my data to other companies?
Facebook does not directly sell your personal information like your name or email to advertisers. However, the company does allow advertisers to target you based on your behavior, and it shares data with other Meta companies and business partners. Third-party apps connected to your Facebook account may collect and sell your data.
Why do I see ads for things I just talked about?
Facebook does not listen to your microphone to hear conversations, but it tracks your behavior across websites and apps. If you search for something on Google, visit a store's website, or click on a link, Facebook may see that activity through tracking pixels and show you related ads. You may also see ads because someone else searched for the same thing and has similar interests to you.
Can I use Facebook without giving it so much information?
You can limit what Facebook collects by turning off location tracking, removing third-party apps, and using privacy-focused browser settings. However, Facebook will still collect data about what you do on the site itself. If you want to avoid Facebook's data collection entirely, the only option is not to use the platform.