60 event ideas in a spreadsheet and no agreement. How do teams decide what to actually track?

Work backwards from the business, not from the screens. Write three to five business questions first, attach one or two KPIs to each, and only then define the events that compute those KPIs: exact names, the properties each must carry, which ones carry revenue values, and who owns them. Any event that maps to no KPI gets cut, which usually shrinks a 60-row spreadsheet fast. For launch, start with three events: your activation event (first deposit for fintech, tutorial completed for games, first lesson completed for edtech), one intent signal before it and one depth signal after it. Add revenue and retention events once those are reliable. Send only the activation event and a revenue event to Meta and Google, since sending too many dilutes the signal. Write your attribution windows and dedupe rules into the same plan. Event lists by vertical: https://linkrunner.io/blog/app-events-to-track-by-vertical