Facebook is looking to hone its already powerful targeted advertising capabilities even further. To that end, when users of the social network click to hide an ad in their News Feeds, Facebook now wants to know why.

“We’ve learned that the reason why someone hides an ad can be just as important as the hide itself,” Facebook Product Manager Max Eulenstein said in a blog post. “If someone doesn’t want to see an ad because it’s not relevant to them, we know we didn’t do a great job choosing that ad and we need to improve. If someone doesn’t want to see an ad because it’s offensive, it probably isn’t a good ad for other people on Facebook, either.”

The company plans weigh feedback based on how often the user hides ads generally.

“We’re going to pay more attention to feedback from people who don’t often hide ads so that when they do give us feedback we take it as a stronger signal,” said Eulenstein.

Facebook says that during the testing phase of the update, it stopped displaying ads that users reported as offensive or inappropriate. The social network subsequently saw “a significant decrease” in the number of ads reported as offensive or inappropriate overall. Moreover, people who rarely hide ads to begin with ended up hiding 30 percent fewer ads after the change.

“When we listen carefully, this feedback helps us show better ads – even to those who aren’t very vocal,” said Eulenstein.