Naming conventions that survive growth
CamelCase versus snake_case is a small argument. The expensive one is what happens when a third platform, a rebrand, and a Thai localisation pass all arrive in the same year.
Notes
From the schema desk
Short essays we use in cohort. Not a news feed. Not vendor recaps.
Property dictionaries before you ship
If the allowed values are not written down, they will be invented in a hotfix. A dictionary row is cheaper than a broken funnel.
Migration without breaking dashboards
Dual-write is a calendar problem. Product has to see the window, not only the analytics channel.
When to split an event
Properties are not a dumping ground. Sometimes you need a second name. Sometimes you need to delete the first one.