They might not even have a specific goal. It could be one of those cases where they want to track and store the data, because it's available. It would be similar to being a developer, and wanting to track user information (user ip addresses, when they last logged in, which articles they viewed, how many times they viewed them, etc). Even if you don't have a need for that information now, it might be a key piece of data for an upcoming feature you develop a few years down the line. It's difficult to predict the future, but saving the data you have available is a good way to be prepared.

Now, I don't agree with what they're doing, but I could easily see something like this happening.