Practice · App Analytics
This page is the studio’s public stance on how an event catalogue should be owned. It is not a certification. If you want the room that marks a live schema, start with the Event Taxonomy Studio.
An event without an owner is a rumour. We ask teams to keep a single catalogue — a spreadsheet is enough — with the verb, the properties, the engineer who last touched the call, and the product person who may retire it. Shared ownership in practice means nobody will delete the campaign parameter that has been empty since March.
When a new screen ships, the default is not a new event. The default is a property on an existing verb, or nothing at all if the screen is only a container for actions already named.
Retired events stay in the catalogue for one release cycle, marked “do not implement.” After that they are archived, not hidden. Hidden events return through copy-paste. Archived events have a burial date and a reason: duplicate, PII risk, or never observed in 90 days.
Optional properties are allowed; unexplained nulls are not. If plan_name is blank for 40% of checkout_started, the readout must say so. Governance is the habit of writing that sentence before someone asks in a review.
Free-text fields, email-shaped properties, and device identifiers that outlive consent are treated as defects. UK GDPR does not become lighter because a growth experiment “needs the raw string.” Hash, drop, or do not collect.
A product release that changes a verb is a tracking release. We ask for three lines in the same pull request: what fired before, what fires now, and which dashboard tiles are lying until backfill exists. That note is governance. A quarterly analytics committee is usually a delay.
The Event Taxonomy Studio spends two seminars on ownership and deprecation. The Measurement Partnership writes a governance note against your actual tracker — still informational, still without production logins. If your question is narrower, the journal has a note on taxonomies that survive rewrites.