How to use the Source, Form, and Channel fields in AI CRM

Track where your contacts and leads came from so you can filter smarter, tailor your outreach, and understand which channels drive your business.

Overview

AI CRM gives you three attribution fields for every contact: Source, Form, and Channel. These appear as columns in the contacts table alongside Name, Email, Phone number, Type, Tags, Nurture, Lead score, Last activity, First activity, and more.

• Source — Where the agent met the contact, or where the lead originated. This is the primary attribution field. Agents can assign it manually, and filter their contacts table by it. The source list is shared across your entire company — all agents on your account use the same set of sources. Only admins can create, edit, or delete sources.
• Form — For leads generated through your Luxury Presence website, this shows which part of the site captured the lead (for example, a Home Value form or Contact form). For imported contacts, this field shows "Imported." This field is read-only and populated automatically.
• Channel — Populated automatically from UTM parameters. Shows whether a lead arrived through a Google Ad or other paid media source. This field is read-only.

Source, Form, and Channel are available on all Luxury Presence plans.

Tip: To show, hide, or reorder columns in the contacts table, click the gear icon to the right of the Filters and Sort buttons. Uncheck any column you want to remove, or drag the six-dot icon next to a column name to reorder it.

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Key benefits

• Know exactly where your leads are coming from — Source data lets you see whether your pipeline is driven by referrals, open houses, social media, or paid ads
• Filter contacts for targeted follow-up — Segment your contacts table by source to build focused outreach lists
• Track website lead origins — Use the Form field to identify which pages and forms on your Luxury Presence website are generating leads

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Default source list

Every account comes with the following sources pre-loaded:

Luxury Presence, Referral, Agent Referral, Open House, Listing Inquiry, Sign Call, Social Media, Direct Mail / Farming, Zillow, Realtor.com, FSBO, Expired Listing, Lender Referral, Brokerage-Provided, Cold Call, Networking Event

Note: The Luxury Presence source cannot be edited or deleted. It is automatically assigned to leads that come in through your Luxury Presence website. All other default sources can be edited and customized.

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How to create a new source

You can add custom sources to your list — for example, "Speaking Event" or "Podcast Listener."

Important: Only admins can create, edit, or delete sources. These changes apply to all agents on your account.

1. Navigate to the Presence® Platform.
2. Click Contacts from the left-hand menu.
3. Click the Source column header in the contacts table.
4. Click Edit sources, then select + Create New.
5. Enter the name of the new source and click the checkbox to save.

The new source will immediately appear in your source list and can be assigned to any contact.

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How to edit a source

1. Navigate to the Presence® Platform.
2. Click Contacts from the left-hand menu.
3. Click the Source column header in the contacts table.
4. Click Edit sources next to the source you want to update.
5. Hover to the right side of the source and click the three-dot icon. Select Edit.

Note: The Luxury Presence source cannot be edited.

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How to delete a source

1. Navigate to the Presence® Platform.
2. Click Contacts from the left-hand menu.
3. Click the Source column header in the contacts table.
4. Click Edit sources next to the source you want to update.
5. Hover to the right side of the source and click the three-dot icon. Select Delete.
6. On the pop-up, select Delete to confirm the deletion.

Important: Deleting a source removes it from all contacts it was previously assigned to. Those contacts will have no source until one is manually reassigned.

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How to assign a source to a contact

You can assign a source from the contacts table or from an individual contact's profile.

From the contacts table

1. Navigate to the Presence® Platform.
2. Click Contacts from the left-hand menu.
3. Find the contact you want to update.
4. Click the Source field in that contact's row.
5. Select the appropriate source from the dropdown.

From a contact profile

1. Navigate to the Presence® Platform.
2. Click Contacts from the left-hand menu.
3. Click the contact's name to open their profile.
4. Locate the Source field and click to edit it.
5. Select the appropriate source from the dropdown and save.

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How to filter contacts by source

1. Navigate to the Presence® Platform.
2. Click Contacts from the left-hand menu.
3. Click Filters in the top-right area of the contacts table.
4. Select Source from the filter options.
5. Choose one or more sources and apply.

Your contacts table will display only contacts matching the selected source(s).

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FAQs

What's the difference between Source, Form, and Channel?

Source, Form, and Channel are three separate attribution fields in AI CRM. Source is manually assigned by the agent and tracks where a contact came from or how you met them. Form is automatically populated and shows which page or form on your Luxury Presence website captured the lead — or shows "Imported" for contacts added via import. Channel is automatically populated from UTM parameters and shows whether a lead arrived through a Google Ad or other paid media source.

What source is automatically assigned to website leads?

Leads generated through your Luxury Presence website are automatically assigned the Luxury Presence source. You can update the source on an individual contact, but the Luxury Presence source value itself cannot be edited or renamed.

Can I create my own sources?

Yes, if you are an admin. Only admins can create, edit, or delete sources. In addition to the default list, admins can add as many custom sources as needed. The source list is shared across your entire company, so any changes apply to all agents on your account.

Who can edit or delete sources?

Only admins can create, edit, or delete sources. All agents on the account share the same source list and can assign sources to their contacts, but only admins can modify which sources are available.

Can I delete a source I no longer need?

Yes, if you are an admin. Deleting a source removes it from the list and clears it from any contacts it was previously assigned to. Those contacts will show no source until one is manually reassigned. The Luxury Presence source cannot be deleted.

What is the Channel field?

Channel is automatically populated from the UTM source parameter attached to the link a contact clicked before submitting a form on your website. It shows whether a contact arrived through a Google Ad or another paid media source. You do not need to set this field manually — it fills in automatically when UTM tracking is present.

What is the Form field?

The Form field shows which page or form on your Luxury Presence website generated a lead. For imported contacts, it shows "Imported." This field is read-only. To see which parts of your site are driving the most leads, filter your contacts table by the Luxury Presence source — the Form column will show the originating page for each of those contacts.