Planning fundamentals
Campaign objective
A campaign objective is the commercial outcome a campaign exists to produce, written in plain language and then translated into measurable media KPIs. 'Increase awareness' is not an objective until it specifies the audience, the measure and the level that counts as success.
In practice
Objectives cascade: a commercial goal (sell more of X) becomes a marketing objective (be considered by this audience), which becomes media KPIs (reach, frequency, conversions, CPA) that each channel line can be judged against.
Where channels play different roles, assign a primary KPI per line rather than averaging everything into one blended number that hides which parts of the plan worked.