Abstract: Exemplary systems and methods for measurement of engagement are provided. In various embodiments, a method coprises receiving business objectives of a web site or online publisher on a server, tracking user frequency and user activities for a predetermine time, computing and ranking engagement scores with the web site based on the tracked user frequency as a function of user action categories for the predetermined time and business objectives, the user action categories being associated with the user activities, segmenting users based the engagement scores, and directing an advertisement to a user of at least one user segment.