Instrumentation · 27 February 2026
Event names that survive a rebrand
Campaign names leak into event names, then into dashboards, then into arguments nobody can reconstruct. A small grammar stops most of that.
We keep a wall of shame in the Din Daeng room. Favourite entry: summer_splash_step2_success_v3. It worked for six weeks. After the campaign ended, three dashboards still depended on it, and a new PM thought step2 meant checkout.
Event grammar, as we teach it in week two of Signal Architecture and in the Event Taxonomy intensive, is deliberately boring. A name is a verb plus an object. Properties carry the campaign, the surface, the experiment. The verb does not.
Rules that survive a marketing offsite
Use present-tense verbs the product actually performs: order_placed, ride_requested, trial_started. Do not encode the channel. Do not encode the quarter. Do not encode the designer’s project nickname.
Emit once, from one owner. If billing starts the trial, the client does not also fire trial_started “just in case.” Duplicate emission is how two honest dashboards disagree by 18%.
Properties may be messy. Names may not. A property called campaign can change every week. An event called checkout_completed should still mean the same thing when the button copy becomes “Confirm song bundle.”
What this does not fix
Grammar will not repair a missing SDK, a broken identity graph, or a PM who refuses to pick a decision metric. It will stop you from building a museum of campaign fossils. That is enough to justify a three-week intensive, and it is why Kritsada still opens week two with the wall of shame.
If your schema already looks like that wall, write to the studio about Event Taxonomy Design rather than buying another visualisation licence.