Dive Brief: 

• Facebook could be adding even more data to its ad-targeting efforts by measuring more minute activities from users, according to its head of analytics, Ken Rudin.
• The social platform is gathering behavioral data like cursor movement and "hovering," as well as how long the site's news feed is visible on a users' mobile device. 
• Currently, this data collection is in testing mode and it is not yet clear whether Facebook will end up using it for ad-targeting or other business purposes. 

Dive Insight: 

Facebook's bread and butter has always been its immense amount of data available to advertisers and marketers. This extension of its behavioral data could prove useful to advertisers if the social site can present it in a useful way.