In terms of digital marketing, the cost of a click marketers pay should get meaningful engagement.
However, most of the time, this is not true. This is because most people bounce out of a page in just a few seconds. Only a small percentage of those visitors can really translate to leads.
This is called digital marketing waste, and it is something inevitable in the growing web.
The problem for marketers isn't limited to that, since they are less likely to know which part of their advertising budget is wasted.