“We want to measure the funnel” can mean different things to marketing, product and development. If implementation starts without a shared vocabulary, events may fire at the wrong moment or use fields that do not answer the business question.
Start with the decision
For each measurement, write which decision it will support. If the team wants to improve form completion, it needs to distinguish viewing, starting, errors and successful submission. Clicking the button alone does not prove success.
Give each event a contract
Record its name, description, exact trigger, required parameters, examples and situations in which it must not be sent. Define types and permitted values. Avoid personal details in names, URLs or free-text fields.
Define ownership and the source of truth
One person approves the business definition and a technical owner approves implementation. Keep the tracking plan in a version everyone can see and note which fields come from the browser, backend or a third-party system.
Test success and failure
Run real tests across devices and states: success, validation error, double click, refresh and cancellation. Confirm the event is sent once and its parameters match the agreement. Compare aggregate results with the operational system.
Manage changes as a product
Every change in name or meaning needs a version, date and plan for dependent reports. Do not reuse the same event for new behaviour without updating historical comparisons.
Close what is unused
Each quarter, identify events that inform decisions and those left unused. Remove unnecessary collection and record retirement. A small, reliable schema is more useful than hundreds of uncoordinated signals.
The event contract and validation workflow are an original framework developed by DigitalNow.