Are you able to tie revenue all the way back to campaigns and spend? And if so, what tools do you use to do that?

Yes. It's nothing out of this world -- typical UTM parameters pass all the way through to the contact record, which, when an opportunity is created on the same account, passes through to the opportunity record, which we follow all the way down to closed-won. We then look at LTV:CAC down to the utm_term level to see which paid search terms drove actual revenue/ARR. I do this for all paid initiatives. 

For non-paid initiatives, we tie it to the "journey" or asset level. What original touch point got the user to convert on our website? From that initial touch point, what additional marketing/sales touches led to a meeting? We follow those all the way through to revenue.

The short answer is generally, yes. There is some nuance to this question though. I currently work at a startup that offers a data collaboration tool, so this is easier to manage than I’ve typically experienced in my career.

UTMs and tracking pixels can get you to revenue and CAC. However, depending on the type of campaign you are running, this may not always be possible. If you are using a channel like Google Ads, this is very easy to do. In some instances, you may have to measure performance based on educated assumptions and/or lift measurement.