Web analytics startup Effective Measure has raised $4 million in a first round of funding from Rho Ventures. The Australia-based company specializes in providing data about visitors to websites in emerging markets, specifically in the Middle East and North Africa, Oceania and South East Asia regions.

There’s been quite a lot of activity in the online measurement space outside the U.S. lately with several of the big American players making international acquisitions. For instance, comScore (NSDQ: SCOR) purchased Latin American web analytics provider Certifica in October, while Nielsen bought up South Korean audience measurement firm KoreanClick in November.

Effective Measure says it will use its new cash in part to “deliver enhanced capabilities to Web publishers and advertisers alike.” More details in the release.

• comScore Acquiring Latin American Online Researcher Certifica