Abstract: Methods and systems for tracking a user's engagement with an object on an electronic page, such as an ad, are provided. An electronic page have an associated ad is loaded in an application, such as a browser or another native application, on a user computing device. The user computing device determines whether the user is actively engaged with the electronic page while the ad is in view on the display of the user computing device. When a reporting condition is met, the user computing device transmits data representing the result of the determinations obtained over a reporting period to an external computing device. The functionalities for tracking the user's active engagement with the ad can be provided by an ad-tracking code embedded in a webpage retrieved from a publisher's website, or by a component or module of a native application installed on the user computing device.