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.

What to do with this

• Start with 30-60 events that answer specific questions, not "track everything in case we need it"
• Version your event schema like code, renaming events without migration breaks every historical report
• Standardize naming (e.g., object_action_verb: user_signed_up, lead_created), ad-hoc naming produces unusable data
• Review events quarterly, delete events nobody queries, they add analytics noise and engineering maintenance
• Document each event's trigger conditions in a single canonical doc, no shared doc = inconsistent event usage across team