DETERMINING USER ENGAGEMENT IN CONTENT BASED ON SCROLLING EVENTS

Techniques for measuring a user's level of interest in content in an electronic document are disclosed. A system generates a user engagement score based on the user's scrolling behavior. The system detects one scrolling event that moves content into a viewport and another scrolling event that moves the content out of the viewport. The system calculates a user engagement score based on the duration of time the content was in the viewport. The system may also detect a scroll-back event, in which the user scrolls away from content and back to the content. The system may then calculate or update the user engagement score based on the scroll-back event.