SimilarWeb, a website- and app-tracking analytics company, has acquired Quettra, a mobile intelligence startup launched back in 2013 by a former Googler.

Founded out of Israel in 2009, SimilarWeb offers tools to developers and publishers, providing key insights about their traffic and that of their competitors. The company has raised $65 million to date, including a chunky $25 million series E round just a couple of months back, and has tripled its employees from 100 to 300 over the past year.

Operating in a similar field, Quettra serves to help mobile app developers get more data about their users, including demographics and any brand affinity they may have. The company was founded by Ankit Jain, who previously headed up search and discovery at Google Play.

Quettra had raised a $2.9 million round last year, a round which included some big-name investors including Google Ventures, Horizon Ventures, Data Collective, Miramar Digital Ventures, CrunchFund, SV Angel, and a number of other angel investors.

Moving forward, Quettra’s audience insight tech will be integrated into SimilarWeb’s own intel platform to give devs more data on their users, and although Quettra will continue to serve its existing clients for now, it will eventually be fully swallowed by SimilarWeb.

“Joining SimilarWeb gives us the opportunity to take our technology to an even wider audience and integrate our mobile intelligence into the cross-device measurement platform that SimilarWeb has built,” said Jain. “It’s becoming very clear that the world of marketing needs external market intelligence to properly function and by integrating Quettra into SimilarWeb we aim to influence the way that business is being done at a global scale.”

Alongside today’s acquisition news, SimilarWeb announced its new Silicon Valley office, based in Mountain View, where Quettra is currently based. All employees will continue working with SimilarWeb. Jain will join SimilarWeb’s “executive group” working in the product team.

Customer retention is the ultimate goal for most online companies, and this is effectively what SimilarWeb offers businesses. With Quettra on board, this will give it even more insights, particularly in the mobile realm.

“By joining forces, we will be able to provide the data that app developers need to better understand their own audience and make better monetization decisions by out strategizing the competition,” explained Or Offer, CEO and founder of SimilarWeb. “Our goal is continued investment in the leading talent and technology to ensure we are the number one player in the mobile and app ecosystem.”

While no official figure was given for the acquisition, a source told VentureBeat that it was more than $10 million. Given Quettra had raised less than a $3 million seed round, the figure is unlikely to be in the high tens of millions, and will likely not be much more than $20 million given that Quettra’s product only went to market around eight months ago.

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