The claimed subject matter relates to an architecture that can monitor transactions between a content consumer and a user-interface that provides the content. The architecture can also monitor environment variables that relate to a content consumption environment. From one or both of these potential sources, the architecture can identify implicit behavior on the part of the content consumer that relates to the consumption of the content. The implicit behavior can be employed to determine or infer effects of the consumed content, which can supplement, enhance, or replace conventional explicit consumer feedback.