Every marketing mix is different. Not every campaign fits neatly into the standard channels like Meta Ads, Google Ads, SMS, or email. That’s why ThoughtMetric gives you the flexibility to create custom channels.

Custom channels let you bring everything together in one place. You can track campaigns from sources like direct mail, niche ad networks, or partnerships right alongside your digital marketing efforts. This creates a more accurate picture of performance across your entire funnel.

In this post, we’ll walk through how to create a custom channel in ThoughtMetric using a direct mail campaign as the example.

Step 1: Navigate to Channels

In your ThoughtMetric dashboard, go to Configure in the left-hand navigation and select Channels. This is where you can view all existing channels and create new ones.

Step 2: Create a New Channel

Click Create Channel and give it a clear, descriptive name. For this example, we’ll use Direct Mail.

Step 3: Add Segments

Segments tell ThoughtMetric which traffic belongs in this channel.

For this example, we’ll use UTM segments. Start by naming your segment, then fill in your UTM values:

UTM Source – for example: directmail
UTM Medium – for example: qr
UTM Campaign – match this to the name of your campaign
UTM Term and UTM Content – optional, but useful for additional granularity

Pro tip: Use a UTM generator at the same time so you can create the exact URL for your QR code while you set up the segment. This ensures the parameters match perfectly. If you’re comfortable building UTM links manually, just enter what works for your workflow.

Step 4: Add Variations (Optional)

If you have multiple postcard designs or different target audiences, you can create additional segments within the same channel. Each variation can use its own UTM values, allowing you to see performance differences between creatives or audience groups.

Step 5: Save Your Channel

Once your segments are set up, click Create Channel. Your new channel will appear under Channels in the navigation. Any traffic that matches your UTM parameters will automatically roll up into this channel.

Step 6: Add the Channel to Your Post-Purchase Survey

If you use ThoughtMetric’s post-purchase survey, this is a great time to add your new channel as a survey option.

For example, if you’re running a direct mail campaign, add “Direct Mail” as a selectable response. When a customer selects that option, ThoughtMetric will capture self-reported attribution alongside your UTM-based tracking. While some customers may use the QR code, other times they may navigate to your site by simply typing in the URL or through a Google search.

Combining survey data with multi-touch attribution helps validate performance and gives you more confidence when reporting results or planning future campaigns.

A Complete View of Your Marketing

By setting up a custom channel and including it in your post-purchase survey, you’ll see your direct mail campaign performance right alongside paid ads, email, organic search, and every other channel you track. You get a unified view of how all your marketing efforts contribute to revenue.

Next Steps

Custom channels are just one way ThoughtMetric helps brands get clarity across their entire marketing mix. If you want to see how it works for your campaigns, book a demo to get a personalized walkthrough.

FAQs About Custom Channels in ThoughtMetric

What is a custom channel in ThoughtMetric?
A custom channel is a flexible way to track campaigns that don’t fall under standard sources like Meta, Google, or email. You can use them for direct mail, influencer partnerships, niche ad networks, affiliate programs, or any other unique traffic source.

Why would I need to create a custom channel?
If you’re running campaigns outside of your main ad platforms, those touchpoints might not be tracked automatically. Custom channels ensure every click, visit, and sale—no matter where it originated—is included in your attribution reporting.

How does ThoughtMetric know which traffic belongs in a custom channel?
You define it through segments, which are based on rules like UTM parameters or referrer URLs. Any traffic that matches your criteria is automatically grouped into that channel.

Can I have multiple segments under one custom channel?
Yes. If you’re running variations of a campaign (for example, different postcards or audiences), you can create multiple segments under the same channel. This makes it easy to compare performance across versions.

What happens if a customer visits from a direct mail campaign but doesn’t scan the QR code?
That’s where ThoughtMetric’s post-purchase survey can help. If the customer selects “Direct Mail” in their survey response, ThoughtMetric records that as self-reported attribution—complementing the UTM-based tracking.

How to Create a Custom Channel in ThoughtMetric