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A channel is the manner in which a consumer arrived, named once so that every system reporting on it means the same thing.

What you can do with a channel

• tableCampaign Brief · Tactics
• tablePermission Plan · Preferences
• tableInstrumentation Plan · Channels

Its channels— 16

• SearchArrival through a search engine: organic listings or paid placements.
• AI ReferralArrival through an AI assistant's answer or citation.
• SocialArrival through a social platform: organic posts or paid placements.
• VideoVideo advertising and programming: broadcast, cable, connected TV and online video.
• AudioAudio advertising and programming: broadcast, streamed, or on-demand.
• DisplayPaid banner and rich-media placements on third-party inventory.
• ReferralArrival through another website's or person's link.
• EmailMessages delivered to a consumer's email inbox.
• SMSText messages delivered to a consumer's phone.
• Phone CallA voice conversation, inbound or outbound, with the consumer.
• Direct MailPhysical mail addressed to a household or person.
• PrintPrinted publications and collateral.
• Out of HomePhysical-world placements: billboards, transit, digital boards.
• Public RelationsEarned coverage obtained through media relations.
• EventsPresence at a physical or virtual event a consumer attends.
• SponsorshipPaid association with an event, a property or a cause.

Why it matters

What goes wrong without it, as the commitments that license this kind say it, each standing on its sources.

• Campaign is the accountable initiativeMarketing organisations accumulate layers — programme, portfolio, initiative, workstream — each added by a team that wanted one more level of roll-up. Every layer is another place spend and outcome can be attributed, and after two or three of them it stops being answerable which level owns a number. One accountable unit that may nest inside itself gives the roll-up without the ambiguity.
  Understand Campaign Hierarchy
• Delivery custody is a named chain, not one vendor fieldReaching someone involves several parties, and a single vendor field forces four questions into one answer: the manner of reaching them, the place it happens, the system that acts there, and who is accountable for it. The advertising industry built supply-chain disclosure precisely because an unstated intermediary is where accountability disappears.
  sellers.json and the OpenRTB SupplyChain object · PROV-O: The PROV Ontology