How does channel mapping work in the SourceMedium Dashboard?
Overview
Channel mapping is a core feature that helps categorize orders and marketing spend into specific channels for better analysis and reporting. This documentation explains how orders are mapped to channels and how you can customize this mapping for your brand.
Channel Determination Process
Orders are mapped to channels following this hierarchy:
1. Exclusion Tag Check
- If an order has the tag
"sm-exclude-order"
, it is automatically mapped to “Excluded”. - This takes precedence over ALL other rules.
- Excluded orders won’t appear in Executive Summary or LTV calculations.
2. Brand Configuration Rules
- Custom rules from your brand’s “Channel Mapping” tab in configuration sheets.
- For more information on how to create order channel and sub-channel rules, please see our guide here.
- Channel mapping can be based on the following order data:
- UTM parameters
- Order source
- Order tags
- Discount codes
- SKUs
3. Default Channel Logic
If no configuration rules match, the system applies these rules in order:
- GRIN orders → “Partners / Affiliates”
- Orders tagged with wholesale indicators → “Wholesale”
- Exchange-related orders/tags → “Exchanged”
- POS or Leap orders → “Retail”
- Amazon-related orders → “Amazon via Shopify”
- Draft orders → “Draft Orders”
- Mirakl-tagged orders → “Mirakl”
- All other orders → “Online DTC”
Standard Channel Definitions
Online DTC
Online DTC
- Primary ecommerce sales channel.
- Includes:
- Standard Shopify online store orders
- Performance marketing channels (Meta, Google, etc.)
- Email marketing
- SMS marketing
- Any orders not matching other criteria
Amazon
Amazon
- Amazon Seller Central orders
- Amazon Advertising
- Amazon DSP (Display advertising)
Retail
Retail
Retail
- Physical retail store sales
- Point of sale transactions
- Leap platform sales
Wholesale
Wholesale
Wholesale
- B2B orders
- Bulk orders
- Faire marketplace orders
Mirakl
Mirakl
- Marketplace sales through Mirakl platform
Partners / Affiliates
Partners / Affiliates
- Influencer collaborations
- Partnership orders
- GRIN platform orders
Exchanged
Exchanged
- Order exchanges
- Reshipments
- Replacement orders
Excluded
Excluded
- Orders tagged with
"sm-exclude-order"
- Not included in standard reporting
- Not calculated in LTV models
- Still visible when filtering by Channel
Automated Channel Tagging with Shopify Flow
Shopify Flow can help automate order tagging to ensure consistent channel mapping. Here’s how to set it up:
Common Flow Triggers
Order Created
Order Created
- Tag orders based on:
- Order source
- Payment gateway
- Shipping method
- Customer tags
- Product collections
- Discount codes used
Order Tagged
Order Tagged
- Add additional tags based on existing tags
- Remove conflicting tags
Example Flow Scenarios
Wholesale Orders
Wholesale Orders
Exchange Orders
Exchange Orders
Exclude Test Orders
Exclude Test Orders
Best Practices for Flow Automation
- Create flows for each major channel type.
- Use consistent naming conventions for tags.
- Document your Flow logic.
- Test flows with sample orders.
- Regularly audit flow effectiveness.
Sales Channel Attribution
The system also tracks specific sales platforms and integrations, including:
Ecommerce & Apps
Ecommerce & Apps
- Shopify online store
- Shop App
- TapCart
- Mobile apps (iOS/Android)
Subscription Platforms
Subscription Platforms
- Shopify Subscription Contract
- ReCharge
Marketplaces
Marketplaces
- Amazon via Shopify
- Facebook/Meta
- TikTok
- Walmart
B2B Platforms
B2B Platforms
- Fermat
- Convictional
Order Management
Order Management
- Draft Orders
- Global-e
- Gorgias
- ParcelLab
Marketing & Affiliate Platforms
Marketing & Affiliate Platforms
- GRIN
- LTK
- CartHook
- AfterSell
Best Practices
1. Using the Exclusion Tag
- Tag orders with
"sm-exclude-order"
to exclude them from reporting. - Use for test orders, internal orders, or any orders that shouldn’t count in analytics.
- Set up Shopify Flow to automatically apply this tag when needed.
2. Configuration Sheet Rules
- Use for brand-specific channel mapping needs.
- Create rules based on your unique business requirements.
- Rules can combine multiple conditions (UTMs, tags, etc.).
3. Channel Analysis
- Use channel mapping for:
- Performance analysis by channel
- Channel-specific ROI calculations
- Customer acquisition analysis
- Marketing effectiveness measurement
- Budget allocation decisions
4. Automated Tagging
- Use Shopify Flow to maintain consistency.
- Regularly review and update automation rules.
- Monitor tag application for accuracy.
Important Notes
- Excluded orders will still be visible when filtering by Channel.
- Configuration rules can’t override the
"sm-exclude-order"
tag. - Most orders default to “Online DTC” if no other rules match.
- Channel mapping affects both order attribution and marketing spend attribution.
- Automated tagging through Shopify Flow helps maintain data consistency.
For specific questions about your brand’s channel mapping configuration or help setting up Shopify Flow automations, please reach out to your SourceMedium representative.