Event tracking

Events are actions users take: signup, create project, invite teammate, upgrade. Every growth metric derives from events.

What to track

• Core value events (the aha moment)
• Conversion events (signup, upgrade)
• Retention events (returning actions)
• Friction events (errors, abandonment)

Naming conventions

• Verb-noun (create_project, send_message)
• Consistent casing
• Avoid future-tense or vague names

Properties matter

Attach properties to events: plan, device, source. Filter and segment later.

Don't overtrack

Tracking everything is noise. Track purposefully.