> ## Documentation Index
> Fetch the complete documentation index at: https://docs.sourcemedium.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Sales Channel (sm_channel)

> How SourceMedium determines the channel for each order

The `sm_channel` field groups orders for reporting based on:

* **Sales channel** — Online DTC, Amazon, Retail, TikTok Shop
* **Integration path** — direct integration (`Amazon`) vs flowing through Shopify (`Amazon via Shopify`)
* **Acquisition source** — Partners / Affiliates (e.g., GRIN)
* **Special order types** — Exchanges, Draft Orders, Excluded

This is one of the most important dimensions for segmenting your business performance.

## Standard Channel Values

| Channel                            | Description                                            |
| ---------------------------------- | ------------------------------------------------------ |
| `online_dtc`                       | Direct-to-consumer orders from your online store       |
| `amazon`                           | Orders from Amazon Seller Central (direct integration) |
| `amazon_via_shopify`               | Amazon orders flowing through Shopify                  |
| `amazon_multi_channel_fulfillment` | Amazon MCF fulfillment orders (when present)           |
| `retail`                           | Point-of-sale and physical retail orders               |
| `wholesale`                        | B2B and bulk orders                                    |
| `partners_/_affiliates`            | GRIN and affiliate platform orders                     |
| `exchanged`                        | Exchange and replacement orders                        |
| `draft_orders`                     | Manually created draft orders                          |
| `excluded`                         | Orders tagged with `sm-exclude-order`                  |

## Channel Determination Hierarchy

SourceMedium evaluates each order through this priority sequence:

### Priority 1: Exclusion Tag

Orders with the `sm-exclude-order` tag are always assigned to the **Excluded** channel, regardless of any other signals.

```sql theme={null}
-- This tag takes absolute precedence
SELECT
  sm_order_key,
  sm_channel,
  order_tags_csv
FROM `your_project.sm_transformed_v2.obt_orders`
WHERE is_order_sm_valid = TRUE
  AND REGEXP_CONTAINS(LOWER(order_tags_csv), r'(^|,\\s*)sm-exclude-order(\\s*,|$)')
LIMIT 50;
```

<Warning>
  Excluded orders won't appear in Executive Summary metrics or LTV calculations. Use this tag for test orders, internal orders, or any orders that shouldn't count in analytics.
</Warning>

### Priority 2: Source System Override

Orders from direct platform integrations (not flowing through Shopify) are assigned based on their source:

| Source System | Assigned Channel |
| ------------- | ---------------- |
| `tiktok_shop` | TikTok Shop      |
| `amazon`      | Amazon           |

### Priority 3: Shopify Marketplace Detection

For Shopify orders, marketplace signals derived from the order source trigger specific channel mappings:

| Condition                      | Assigned Channel        |
| ------------------------------ | ----------------------- |
| Order source contains `amazon` | Amazon via Shopify      |
| Sales channel is `TikTok Shop` | TikTok Shop via Shopify |

### Priority 4: Config Sheet Rules

Your custom channel mapping rules are evaluated next. These rules can match on:

| Attribute               | Description               | Example                     |
| ----------------------- | ------------------------- | --------------------------- |
| `source`                | UTM source                | `utm_source=influencer`     |
| `medium`                | UTM medium                | `utm_medium=affiliate`      |
| `source_medium`         | Combined source/medium    | `facebook / cpc`            |
| `campaign`              | UTM campaign              | `utm_campaign=wholesale_q1` |
| `discount_codes`        | Applied discount codes    | `WHOLESALE50`               |
| `order_tags`            | Shopify order tags        | `wholesale`, `b2b`          |
| `skus`                  | Product SKUs in the order | `BULK-*`                    |
| `shopify_sales_channel` | Shopify app/source        | `Shop App`                  |

<Card title="Create Custom Channel Mappings" icon="gear" href="/data-inputs/configuration-sheet/how-can-i-create-order-channels-and-subchannels">
  Step-by-step guide to setting up your own channel mapping rules
</Card>

### Priority 5: Default Logic

If no config sheet rules match, these defaults apply based on order attributes:

| Condition                                              | Assigned Channel      |
| ------------------------------------------------------ | --------------------- |
| GRIN app orders                                        | Partners / Affiliates |
| Tags contain `wholesale`, `faire`, `wholesaler`        | Wholesale             |
| Tags contain `exchange`, `returnly_exchange`, `ex-###` | Exchanged             |
| POS or Leap app orders                                 | Retail                |
| Draft order source                                     | Draft Orders          |
| Tags contain `mirakl`                                  | Mirakl                |
| **Everything else**                                    | Online DTC            |

## Sub-Channel (sm\_sub\_channel)

The `sm_sub_channel` field provides additional granularity within a channel. The value is determined by:

1. **For Amazon orders**: Derived from fulfillment channel:
   * `Fulfilled by Amazon` — FBA orders
   * `Fulfilled by Merchant` — Merchant-fulfilled orders

2. **For all other orders**: Uses your config sheet `sub_channel` if set, otherwise falls back to the channel name, or `Unknown` as a last resort

<Note>
  Sub-channels are most commonly used to segment Online DTC orders by marketing source (e.g., separating influencer orders from general paid social).
</Note>

## Debugging Channel Assignment

To understand why an order landed in a specific channel, start by pulling the mapping outputs and the most common inputs that influence mapping (sales channel + UTMs).

```sql theme={null}
SELECT
  sm_order_key,
  sm_channel,
  sm_sub_channel,
  sm_default_channel,
  sm_order_sales_channel,
  source_system_sales_channel,
  sm_utm_source_medium,
  sm_utm_campaign
FROM `your_project.sm_transformed_v2.obt_orders`
WHERE is_order_sm_valid = TRUE
  AND order_processed_at_local_datetime >= DATETIME_SUB(CURRENT_DATETIME(), INTERVAL 30 DAY)
ORDER BY order_processed_at_local_datetime DESC
LIMIT 200;
```

If the inputs don’t line up with your expectations, that typically points to missing UTMs or an override rule that needs to be added/updated.

## Best Practices

### Use Tags for Non-UTM Segmentation

For orders that don't have reliable UTM data (wholesale, B2B, exchanges), use Shopify order tags and set up config sheet rules to match them.

### Set Up Shopify Flow Automation

Automate consistent tagging with Shopify Flow:

```liquid theme={null}
IF order.customer.tags CONTAINS "wholesale"
OR order.discount_code CONTAINS "WHOLESALE-"
THEN add_tag "wholesale"
```

### Review Channel Distribution Regularly

Check the **Orders Deep Dive** module to ensure orders are being assigned to the expected channels. If you see unexpected `Online DTC` orders, they may need config sheet rules.

## Related Resources

<CardGroup cols={2}>
  <Card title="Channel Mapping Guide" icon="map" href="/data-inputs/configuration-sheet/how_does_channel_mapping_work">
    Detailed explanation of the channel mapping system
  </Card>

  <Card title="Orders Deep Dive" icon="magnifying-glass" href="/data-activation/managed-bi-v1/modules/orders-deep-dive-module">
    Analyze orders by channel in your dashboard
  </Card>
</CardGroup>