A method includes providing, to a third-party content provider, code identifying a feature associated with digital content of the third-party content provider, wherein the identification comprises a feature variable placeholder associated with the feature. The method further includes receiving, by an experimentation platform, an indication of a first event type associated with the digital content, wherein the first event type identifies a first trackable action associated with the feature. The method further includes determining, by a processing device of the experimentation platform, that the first event type does not exist in a configuration associated with the feature; The method further includes, in response to the determining, generating the first event type in the configuration, generating and providing a graphical representation of the first event type for display in a user interface of the experimentation platform, and tracking the first event type on the experimentation platform.