Most analytics debt starts with friendly names that made sense on day one. Six months later, three teams own fragments of the same funnel and nobody trusts the totals.
We recommend a three-part pattern: object, action, and context. Keep verbs consistent across the catalog. Avoid UI copy as event names — buttons change; measurement contracts should not.
Document ownership next to each event. When a squad dissolves, the next owner should inherit both the property definitions and the reason the event exists. That single habit prevents silent breakage more than any tooling upgrade.