Customer Acquisition Cost (CAC)
CAC measures the average cost to acquire one paying customer over a period. Formula: CAC = Total sales & marketing spend ÷ New customers acquired.
Inputs
Enter period spend and new customers acquired.
Summary
Average acquisition cost for the period.
CAC
$125.00
Spend
$15,000.00
New customers
120
CAC basics
Track CAC over time and by acquisition channel to optimize efficiency.
How to use the calculator
- Enter period sales & marketing spend and new customers acquired.
- Monitor CAC by cohort (campaign, channel, geography).
- Compare CAC to CLTV for sustainability.
Related metrics
- CLTV/CAC ratio
- CAC payback period
- Activation and retention rates