Freeze verbs before you rename widgets

Designers rename screens. Engineers swap components. If your event name mirrors the current button copy, last quarter’s funnel becomes an archaeology project.

Prefer verbs that describe intent: submit_order outlasts tap_confirm_cta. Keep platform out of the event name; store it as a property so web and app stay comparable.

Document required properties the same day you create the event. An undocumentated payload becomes a free-form dump that nobody trusts six months later.

In Schema Alignment Workshops we spend the opening hour only on inventory—because until synonyms are visible, every later fix guesses at the wrong root.