Mobile analytics data gathered from Internet sites accessed via mobile devices is tracked and reported. A tracking package at the publisher's server collects unique user, device and page data when a web page is accessed. The tracking package communicates the collected data to a tracking server that logs the data along with a unique identifier for the mobile device request. The tracking package includes the unique identifier in a beacon module that is embedded into the publisher's web page that is delivered to the mobile device. The beacon module at the mobile device communicates the unique identifier along with additional identification and/or usage data to the tracking server. The tracking server stores the additional identification and/or usage data associated with the unique identifier so that the additional data can be correlated to the data initially collected by the tracking package. A reporting server processes the stored data and generates reports.