Channels refer to the marketing medium being used. There are a finite number of predefined channels.
Sources are the vendors or platforms that connect the strategy to your customer, and can be anything you need them to be.
| Channel Name | Channel Description | Potential Sources |
| cross_family | Web traffic or lead came from a sibling rooftop | Any of the sources listed below |
| direct | url was entered in the browser directly | There will be no source for direct traffic |
| direct_mail | direct mail targeted campaign | Name of the direct mail vendor who manages your campaigns |
| display | online display ad | Google, Youtube, or your vendor |
| any email campaign | Name of the email vendor who manages your campaigns, or the name of your CRM. | |
| equity_mining | services that help determine when former customers are market for your products and services | Any tool that mines your data for sales potential. |
| event | special events, trade shows, sweepstakes, etc | CarShow, Trunk-or-Treat, etc. |
| internal | refers to data that may be collected but is not relevent to your marketing results | Undefined |
| organic_search | customer reached you website by intiatine a search with in the browser and clicking on your orgainc results | GMB, Google, Bong |
| other | anything else | |
| outbound_phone | OBTM (telemarketing) | Name of vendor |
| paid_search | customer reached you website by intiatine a search with in the browser and clicking on a paid search ad | Google, Bing, etc. |
| social | any social media activity | Facebook, Instagram, Tick-Toc, etc |
| text | text message interations | Text tool on your website, or vendor of your outbound text campaigns |
| third_party_auto | automotive industry vendor/listing service | Autotrader, CarGurus, Cars.com, Edmunds, CarFax, Paid Leads Provider, etc. |
| tier_one | oem | Per manufacturer |
| tier_two | regional marketing consortium | Often these will be email or paid search campaigns |
| traditional | newspaper, magazine, billboard, etc | |
| video | video display ad | YouTube, Google Sundicated Network |
| website_tools | any first-party website activity | Your leads as they appear in your CRM. |