Most application analytics debt starts with friendly names that do not scale. An event called "click_button" feels fine on day one; by launch three it means nothing.
We prefer verb-object pairs tied to user outcomes: "completed_signup", "started_checkout", "invited_teammate". Properties carry context — plan, surface, locale — so the event name stays stable.
Before renaming anything in production, freeze a dictionary, map old names to new ones, and dual-write for a short window. Teams that skip dual-write usually lose historical comparisons they still need for board reporting.
If your tool supports it, version critical events. If it does not, document aliases in the same place engineers look when shipping features.