GA4 — analyses (minimum viable)

Conversions

• lead_click = intention (soft)
• lead_submit = conversion (hard) (sur devis.moverz.fr)

Rapports standards (hebdo)

• Acquisition → Trafic d’acquisition (source/medium, campagnes UTM)
• Engagement → Pages et écrans (landing pages)
• Conversions → Events (lead_click, lead_submit)

Checks data quality

• Trafic interne exclu (sinon “Direct” devient inutilisable)
• Cross-domain OK (moverz.fr → devis.moverz.fr)
• UTMs conformes (voir page UTM)