A dashboard full of vanity metrics is worse than none — it gives false confidence. Pageviews go up, the business stays flat, and everyone celebrates the wrong thing.
Define the events before you build the feature. Name them consistently, attach the few properties you'll actually segment by, and write down the question each event is meant to answer. Untyped, ad-hoc tracking becomes unusable within a quarter.
Anchor on one north-star metric tied to value delivered, then a small set of inputs you can move. If a chart can't change a decision, it doesn't belong on the dashboard.
And validate against reality: reconcile analytics with your source of truth periodically. A funnel that quietly double-counts will send a roadmap in the wrong direction for months.