Do KPIs depend on your campaign objective? Is the click through, the cost per acquisition or other metric a relevant KPI (key performance indicator) regardless of your campaign objective?
Unrealistic expectations come from blind ignorance: assuming you know something when you don’t. In fact, you’re likely missing too many pieces to actually be able to set expectations.
Do you work in media sales, or more specifically in digital media sales? Whether it is your sole responsibility or part of it, you need a minimum amount of knowledge about the ad tech your company employs and that which your competitors and clients use. You also need an understanding of the other marketing related technologies, systems and tools used by your company, competition and clients to fully understand the opportunities at your fingertips and how clients really track what they measure.