What channel would you place all your web forms into (Web Form, Online Advertising, Content,etc)?

Hi All!

Background:

I have First-Touch and Multi-Touch metrics on my mind when asking this questions.  Our company has Web Lead as a Lead Source and these are people we acquire through online web forms.

• Essentially we have 3 ways someone is driven to fill out a web form to become a "Web Lead":
  • Online Advertising (utm_medium = cpc)
  • Organic (utm_medium = null)
  • Email (utm_medium = email)
• Things we want to look at:
  • How much we spent on Online Advertising, Organic (none), Email (Period Costs)
  • How many new web leads did we generate from Online Advertising, Organic (none), Email (Upon each "new" web lead form fill out First-Touch attribution should be credited)
  • How many form fill out successes were there from Online Advertising, Organic (none), Email (Each form fill out success should be represented as a Multi-Touch Success)
  • FT and MT metrics

Questions:

1. What channel would you place all your web forms into (Web Form, Online Advertising, Content,etc)? Should we have a Web Form channel and an Online Advertising channel?  How do those fit into the channel world?
2. How are both (or one) of those channels structured? (status, successes, where web forms live, etc)

Thanks!