Teams often name events after UI screens or temporary campaign language. Six months later those screens are gone and the warehouse is full of orphans.
Prefer a pattern: past-tense verb plus object, with properties for context. `checkout_completed` with `plan_tier` and `payment_method` outlives `clicked_purple_button_on_summer_promo`.
Document forbidden words — "clicked", "page", "new" — and review names in the same pull request process as code. The cost of a rename later always exceeds the cost of a dull name today.