CAC Calculator
Calculate your Customer Acquisition Cost (CAC) — how much it costs, on average, to acquire one new customer.
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 AcquiredExample
- 1.Sales & marketing spend: $10,000
- 2.New customers acquired: 200
- 3.CAC = $10,000 ÷ 200 = $50 per customer
Frequently Asked Questions
Frequently asked questions about the CAC Calculator
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.
Why did my CAC increase over time?+
Rising CAC usually means increased ad competition, audience saturation, or lower-converting traffic. Compare CAC by channel to find which one is driving the increase.