CAC Calculator
Work out what it costs to acquire one new customer.
CUSTOMER ACQUISITION COST
$200
per new customer
CAC = total sales & marketing spend ÷ new customers acquired. Compare it to LTV — aim for LTV at least 3× CAC.
What is CAC?
Customer acquisition cost (CAC) is the total sales and marketing spend divided by the number of new customers it won. It tells you what each new customer costs to acquire.
CAC = sales & marketing spend ÷ new customers acquired
How to read your result
- Include all acquisition costs: ads, salaries, tools, and commissions.
- Match the spend period to when those customers were acquired.
- Compare CAC to LTV — aim for LTV at least 3× CAC.
- Track CAC by channel to see which acquisition sources are efficient.
Frequently asked questions
What should CAC include?
All costs tied to winning new customers over a period — advertising, marketing and sales salaries, software, and agency or commission fees — divided by the customers acquired.
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