Conversion reports rot when step names track UI labels that marketing renames every sprint. Prefer outcome language: “completed checkout,” not “tapped orange button.”
Write each step as an event contract: trigger, properties required, and the window that counts toward the funnel. Share that contract with engineering before the first report ships.
When a release changes the path, version the step—do not silently overwrite last month’s definition. Continuity is the point of reporting.