From the beginning, we faced a problem - the client had fuzzy KPIs, which can measure the result of work. For small agencies, this is a plus, because you can do your job in any way, spend the advertising budget, and on the report to hang noodles on the effectiveness of work, without clear indicators.
We chose another path and decided to hold a six-hour brief for the client, where we learned about all the features of the project, learned about the project plans and jointly set the KPI, which we had to achieve by the end of the month.