Google announced a new set of reports in Google Analytics called Mobile Apps Analytics to better help marketers and developers measure mobile apps. The reports include metrics like downloads, new users, retention, crashes, conversions, app sales, and in-app purchases.

There is a set of acquisition and user analysis reports, a set of engagement reports, and a set of outcome/business impact reports. The acquisition/user analysis reports track new and active users, Google Play traffic sources, app versions, and device overview. The engagement reports track user behavior, engagement flow, and app crashes. The outcome/business impact reports track goal conversions and in-app purchases.

“The new reports are part of a holistic experience tailored for mobile app measurement, including a new and lightweight SDK v2.0 that’s easier to implement and is opt-out ready, with a streamlined back-end infrastructure,” says JiaJing Wang, Product Manager on the Google Analytics Team.

“We’ve also revamped our sign-up process, so new users can choose whether they want to start measuring their website or their mobile app,” adds Wang. “This means you’ll be just 3 clicks away from setting up your app analytics account and downloading the SDK.”

Mobile App Analytics reports are in beta. Google says it will be open to whitelisted users in waves. There’s a sign-up form here.