Web analytics provider WebTrends has acquired online ad optimization provider ClickShift for an undisclosed amount.

The ClickShift acquisition will provide WebTrends with marketing optimization tools, primarily for multivariate testing of paid search campaigns, ClickZ reports. The targeting of ClickShift was due mainly to feedback from WebTrends customers concerning options they wanted.

"We interviewed our customers and found interest in increasing automation across campaigns, and in multivariate testing. ClickShift can help us deliver that with its unique offering and depth of talent," Jason Palmer, VP of marketing at WebTrends, told ClickZ.

WebTrends will integrate ClickShift's products and technology into its Marketing Lab suite, which includes its analytics and marketing warehouse products. The first offering will be a paid search optimization product, which will be re-branded as WebTrends Dynamic Search.