CAC Calculator

Calculate your Customer Acquisition Cost (CAC) — how much it costs, on average, to acquire one new customer.

Total sales & marketing spend

New customers acquired

Customer Acquisition Cost

$50.00

How to use the CAC Calculator

Enter your total sales and marketing spend for the period.

Enter the number of new customers acquired in that same period.

The calculator shows your average customer acquisition cost.

CAC Formula

CAC = Total Sales & Marketing Spend ÷ New Customers Acquired

Example

1.Sales & marketing spend: $10,000
2.New customers acquired: 200
3.CAC = $10,000 ÷ 200 = $50 per customer

Frequently Asked Questions

What should I compare CAC to?+

Compare CAC to Customer Lifetime Value (LTV). A healthy business typically has an LTV at least 3 times its CAC — see our LTV Calculator.

What costs should be included in CAC?+

Ideally include all sales and marketing costs: ad spend, salaries of sales/marketing staff, tools and agency fees, for a fully-loaded CAC. A simplified version may use ad spend only.

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