Embodiments of the present disclosure are directed to updating categorization of online content. An analytics engine implemented at least partially in hardware can receive an engagement indicator across a network interface; identify a type of the engagement indicator, the type of the engagement indicator comprising one of a positive engagement indicator or a negative engagement indicator; and update the reputation data stored in memory based on the type of the engagement indicator. A safe harbor time window is described during with user activity with online content is not reported to system administrators.