Abstract: At least one embodiment of this invention pertains to a method for tracking activities related to a tracking object such as an advertisement section in real time. The method includes maintaining a real-time communication channel with a user device, wherein the user device renders an application or a web page including a tracking object. Messages for events that a user of the user device is paying attention to or no longer paying attention to the tracking object are received from the user device through the real-time communication channel. The events are recorded to a database. A report for the tracking object is generated, wherein the report contains a number of users who have paid attention to the tracking object and the duration of time that each of the users has been paying attention to the tracking object.