Start with business questions, then define the smallest set of events needed to answer them. More tags do not automatically produce better insight.
Never send names, emails, phone numbers or form content as analytics parameters. Consent-aware loading and form-field masking should be part of implementation, not a legal afterthought.
Validate events across devices, payment paths and campaign parameters. Document ownership so new releases do not silently break the measurement layer.
Choose one high-value journey, document the current evidence and give the next change an owner, a success signal and a review date.