Facebook has patented a new tool to help estimate the buying potential of perspective customers, using a new standard of metrics.

Master profilers

According to CBInsights, a decision tree collects data points on user education, history of travel, number of devices owned, and living situation.

The analytics tree assigns different values to data that when compiled give a detailed outline of the user's background. 

When coupled with a user’s geolocation stats of places lived, the prediction becomes a fairly detailed outline, which Facebook has been testing since July of 2016.

Facebook may not use the data?

Having published the patent in February of 2016, the company took their time before implementing tests, claiming Facebook “often seek patents for technology we never implement.”

A spokesperson continued to suggest “patents should not be taken as an indication of future plans,” which though technically true, begs a bit of skepticism.

Facebook is pioneering stronger methods to dictate purchase power of individuals and it’s hard to believe they won’t be using the new tool. But it's fairly safe to say, Facebook really knows its users.

What are your thoughts on the new analytics? Is it too much or on par with ad culture? Give us your thoughts in the comments below.