E-commerce and direct marketing analytics tech provider Lucid Commerce has raised $1.9 million worth of a planned $4 million round, according to an SEC filing. U.K.-based VC firm Adinvest participated in the round, along with previous backer OVP Venture Partners, per TechFlash. OVP led the startup’s $2.5 million first round back in 2008.

Seattle-based Lucid Commerce’s products include e-commerce and performance ad campaign analytics tools, as well as an overall media spending dashboard. Clients include direct marketers like Ionic White and PurMinerals. Co-founder and CEO Tyson Roberts spent four years at interactive ad agency aQuantive prior to launching the company in 2005.