Media objectives must be aligned with business objectives for their to be an accurate return on ad spend.
The performance indicator of a successful advertising campaigns is profit. Measurements of media performance are used as comparative benchmarks to the main objective, but are not seen as the end result.
Examples of a business objectives include: a gain of 1% market share, increased annual revenues of 28%, increased sales of $350,000 per quarter, etc.
Examples of media objectives included: a gain of 10% share of voice, increased lead generation of 50%, cost per lead reduction by 50%, increase reach to target audience by 35%, etc.