Naming events so support can read them
If support cannot guess what an event means from its name, the name has failed — regardless of how clever it looks in a tracking plan.
A naming test
Read the event name aloud to someone who answers phones. If they ask what it means, rename it before you ship. User behaviour tracking thrives on boring clarity: claim_submit_success beats cvt_finalise_v3.
Properties worth keeping sparse
Every optional property becomes a future argument. Prefer a small set: journey id, surface (web or app), and a reason code when failure is recorded. Resist logging free-text field values into analytics unless the brief explicitly requires it and privacy review passes.
When to retire events
Retire loudly. Leave a tombstone note in the glossary with the retirement date. Silent renames are how quarterly comparisons turn into fiction.