Hi guys. I’m an Ops Manager at our agency and I’ve been stuck on this challenge for a while, so I’d love to get some thoughts or ideas. For a bit of context, we’re a digital marketing agency that operates more as a strategic growth partner, not just executors. We don’t run the same playbook for every client — we diagnose what they actually need and build strategies around that. Because of this, the work we do can look very different from client to client. One project might be webinar marketing, another could be cold outreach, paid ads, or something else entirely. On top of that, our clients are in different niches, with different scopes, goals, and benchmarks. All of this makes it pretty hard to define clean, consistent KPIs for our team. Especially since our team is made up of different roles and departments, each contributing in very different ways. We have people focused on strategy and planning, others on execution and implementation, and others on operations, coordination, and client management. Not every role directly impacts ROAS in a clear or immediate way, but they’re all critical to the overall outcome. Right now, we’ve been working off a simple assumption: if the ROAS/ROI looks good at the end of the day, or at least we break even, we count it as a win. The thing is, there are plans down the line to reward team members based on KPI performance (bonuses, benefits, etc.), but I don’t think we’re quite there yet. The biggest challenge is figuring out how to make KPIs both measurable and fair when the strategies and expectations vary so much from project to project. So yeah I’m kind of stuck on how to approach building a KPI framework that actually reflects individual performance without oversimplifying things. Would love to hear how others would tackle this.