Contentsquare executives are rubbing their hands with anticipation after the company landed a hefty $60 million round of funding.

Announced today, the Series C round was led by private equity firm Eurazeo, and it comes almost a year to the day after the user engagement analytics startup snagged $42 million in a Series B round of funding. Previous investors such as Canaan Partners, Highland Europe and H14 also participated in the latest round, which brings the company’s total funding raised to just north of $120 million.

Contentsquare provides artificial intelligence-based tools for companies that want a better understanding of how and why users are interacting with their websites and mobile applications. Its “digital experience insights platform” computes every touch and mouse movement on a website. Then it uses that data to provide insights companies can use to boost engagement, maximize conversion rates and lower their operational costs.

Contentsquare is therefore similar in some ways to Google Analytics in that it provides ample user data about web traffic and user actions, but the insights it provides are much deeper. For example, while Google Analytics reports on how mcany people might have viewed a website before hitting the “back” button, it doesn’t say why users made that choice.

“Contentsquare will tell you why,” Chief Executive Jonathan Cherki told SiliconANGLE following last year’s funding round. “We can show you where people are struggling, where they are becoming frustrated and we will give you insights on how to optimize the exact elements needed to create seamless digital journeys.”

Contentsquare is seeing big demand for its capabilities, since many companies are still struggling to convert website visitors into actual sales, Cherki said in an interview this week. He explained that becaue of the high costs of customer acquisition, most brands are heavily focused on customer retention by using technology to ensure “hassle-free digital journeys.”

“That’s why it’s critical for brands to understand what customers make of the digital experience, and how it can be optimized to help them achieve their browsing and buying goals,” Cherki said.

Many of the insights Contentsquare provides are derived from its Auto-Zone feature, an AI-based recognition algorithm introduced last year that automatically recognizes each and every area of a website, removing the need for time-consuming, manual tagging.

Cherki told SiliconANGLE that many more features are being planned for Contentsquare as part of the research and development efforts the new funding will fuel. They include a stronger focus on mobile browsing and understanding of smartphone customer behavior, with customized mobile behavioral metrics. “We will also continue to develop our predictive insights capabilities,” Cherki said.

Image: ContentSquare