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Marketing is not science; marketing is a faith.  This is due to the extreme complexities of dealing with a human mind across time through a journey between digital and physical media.  It could be that a team of scientists and psychiatrists endowed with a budget on par with the Hadron Collider could postulate some sort of theory, but we're in the car business folks.

Unfortunately, we've been trained to believe there is one ad source to rule them all.  On top of that we try to make everyday nuances into ad sources as well:  referrals and drive by's are two examples.  CRM systems haven't helped here as their ad tracking methods are the most narrow.  So, the smart marketer is the one who knows her market best.  She understands that her Honda store's regular customers watch local news, love sports, and play on Facebook.  The bulk of her budget is going to local TV advertising, display ads on ESPN-like sites, and Facebook advertising while maintaining a good SEM/SEO presence and third-party placements.  On the other hand, her BMW store sports both the more financially established and the newly able.  This requires two different approaches in her marketplace.  And there are no reliable technologies that can science this assessment.  So sorry to quite a few of my current colleagues at the office, but it just don't exist.  Google might know how best to spend a buck on their network, but they only know how to spend a buck best on their own network.

So, as with all things in business you're only as good as your people.  That's my argument.  It ain't about assigning an ad source.  If you're worried about tracking a single ad source then you're not seeing the forest through the trees.