2026-06-18
Name Events Before the Sprint Starts
Most messy analytics catalogs begin as kind intentions mid-sprint. An engineer needs a signal for a feature flag; a PM needs a conversion mark; both ship under different names. By the time someone asks for a funnel, the warehouse holds three versions of the same action.
We ask teams to spend one hour before the sprint naming the handful of events that feature will touch. Write the verb, the object, and the two properties you refuse to live without. If the room cannot agree in that hour, the feature is not ready to be measured—not because analytics is precious, but because disagreement will surface later as broken reports.
Bring the draft to Instrumentation Pair Review or the taxonomy workshop if the catalog is already crowded. The goal is a short, shared vocabulary—not a 200-row spreadsheet nobody opens.