There is a lot of talk among product people about being data-driven. Making decisions based on data, creating a data-driven culture. And yet many companies’ data is flawed on the event logging level.

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Even the most advanced tools, frameworks, etc. can’t really help if the underlying data doesn’t represent reality accurately.

“Garbage in, garbage out.”

A little tip for product folks: test the accuracy of event logging for yourself.

I usually do it with every new product I work with. Open the app, open the analytics tool, start going through the key flows and making sure that the events you receive are correct.

You will be surprised by the number of mistakes in event logging logic.

That’s the only way to be sure about the decisions you make based on it.

Or, at least, realize their limitations.

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