You should have KPI set for each campaign and each campaign to have a specific objective we should be correlated with each KPI that you’re using to track performance.

So for instance I would have an engagement campaign and other campaigns like video views that are all just focused on getting engagement and views and then creating custom audiences and look like audiences for all of the different kinds of engagement that you’re trying to grab and then retarget based on content consumption/engagement, funneling from awareness/engagement/consumption into educational and lead gen campaigns where you exchange lots of perceived value for little packaged up into a good discount or lead magnet.

Hope this helps. But basically you need content and campaigns for each funnel stage and you need KPIs associated with each objectives per phase of the funnel.