Systems and methods disclosed herein provide for determining changes in the device engagement data as a video advertisement is played on a video application executing in a mobile computing device. A user engagement engine collects device engagement data over multiple intervals of playback of the video advertisement. The device engagement data includes data indicating the spatial orientation of the mobile computing device and data indicating the volume level. The user engagement engine also calculates the differences in the device engagement data from a first interval of playback to a second interval of playback of the video advertisement. The mobile computing device transmits the changes in the device engagement data to an advertising server. The advertising server uses the changes in the device engagement data to determine a cost-per-impression value of the video advertisement.