When it comes to advertising, everybody is looking for the best return possible. 

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However, many people will make rogue promises that aren’t backed up by any data. 

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It’s important not only to avoid this, but also to base your advertising in the data that you have available. 

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Not all of this data will be in an ad account.

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For example, if a client wants a 5X ROAS but has a website conversion rate of 0.10% due to a poor website experience, then you aren’t likely to see those numbers. 

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It’s important to consider these factors when you are working towards the goals set by yourself and the client. This is also a great time to set correct expectations so that these goals are realistic and you can improve retention and build rapport by being honest.

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Here are some of the concepts to include in your expectation setting process: 

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• Is the conversion rate low?
• What is the historical Cost Per Outbound Click?
• Are CPMs higher than average?
• What is the AOV?
• What is the Customer LTV?
• What are the COGS?

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Your retention will be significantly improved by agreeing on goals that you can hit rather than overpromising and under-delivering.

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Hope this helps!