Source Map
How we move a team from conflicting channel labels to a map everyone can defend in a budget meeting.
1. Inventory what you already call a source
We collect names from ads platforms, analytics properties, partner sheets, and product event schemas. Overlaps and orphans become the first map layer.
2. Write inheritance and exclusion rules
Which field wins when web UTMs and SDK properties disagree? How long does a click remain eligible? What must stay unlabeled rather than forced into a channel?
3. Test the path before spend scales
A dry campaign with known tags confirms install and first-open events still carry source identity. Broken handoffs are listed with severity before go-live.
4. Keep the map alive after releases
Monthly health notes watch unknown rates, renamed partners, and new creative paths so the dictionary does not rot between quarters.
Ready to map your channels?
Start with a Channel Attribution Review or a Source Taxonomy Workshop—whichever fits how urgent your next campaign is.