David Wehner, Facebook’s chief of finances, said this past Tuesday that the social media platform will, later this year, announce a new tool that will allow users to partially delete their browsing history, despite the threat it may pose to their business model.

Mark Zuckerberg’s company will use it as a way to try to answer the criticism the platform faces regarding its use of personal data and the lack of privacy in the social media network, especially after last year’s Cambridge Analytica’s case.

After the scandal borne from the revelation that the company used an app to collect data from millions of Facebook users without their permission and with political purposes, Zuckerberg himself promised a new tool to give users more control.

The decision could backfire on Facebook, since its business model relies on the sale of “personalized” ad space, meaning that it is customized to each user’s interests, based on their browsing history and activities.

“Generally speaking, this will make it harder for us to customize content for each user as effectively as we did before,” admitted the company’s chief of finances in a San Francisco, U.S.A. event.

The future tool will not allow for the deletion of the entire browsing history, but will let users see the data that Facebook has collected on them through third-party apps and other websites, and will give them the option to delete it if they so wish.

The social media platform gathers detailed data on each user though analysis tools and “tracking”, which lets them create detailed profiles on each individual’s online activities both in and out of Facebook.

As an example, this data will show if users have clicked a Facebook link, which sites they have visited inside that link, how much time they have spent there, among other details.