Creating an association of a user identifier linked to a mobile device with the presentation of content. A computing device may create an association between the presentation of content on a presentation device and a user identifier linked to a mobile device in response to the presentation of content. The computing device may detect a presentation event which indicates a connection between a user identifier linked to the mobile device and the presentation of content. The computing device may then send a presentation event message to a network server. Subsequently, a predefined event may be detected via the mobile device, and in response, a predefined event message, including the user identifier linked to the mobile device and the predefined event, may be sent to the network server.