Definition & Explanation

User engagement is the measurement of how users interact with content, including actions like clicks, shares, comments, and time spent on page. In ad tech, it is used to differentiate real human traffic from fake bot-driven activity. Active engagement refers to deliberate, measurable actions that require conscious effort from the user and indicate genuine interest or intent. High engagement rates signal quality inventory, while abnormally low or patterned engagement can be a red flag for fraudulent traffic.