Write the question before the event
Start with a decision you need to make: where do people leave a sign-up flow, which project page is visited, or whether a new feature is used after launch.
Add only the event needed to answer that question. A large stream of vaguely named clicks is difficult to interpret and expensive to maintain.
Keep the event contract consistent
Use stable names that describe what happened, such as sign_up_completed. Document required properties and use the same format across web and server events.
Avoid sending email addresses, access tokens, or other personal information as event properties. Respect consent requirements and the privacy choices your product offers.
Check data quality before relying on it
Inspect events in development and after release. Confirm that one user action does not fire twice and that important context is present without being overly detailed.
Use a defined time window and a clear denominator when comparing results. Treat analytics as evidence to investigate, then combine it with feedback and usability checks.