CAC Calculator
Calculate customer acquisition cost from marketing, sales and other acquisition expenses, or plan the budget needed to reach a customer target.
How to calculate CAC
Add the costs associated with acquiring customers, then divide by the number of new customers acquired during the same period.
CAC vs CPA
CPA usually measures the advertising cost of a specific conversion or acquisition. CAC is broader: it can include advertising, marketing staff, sales costs, software, agencies and other costs involved in acquiring new customers.
CAC calculator FAQ
What costs should be included in CAC?
Depending on how your business measures CAC, costs may include advertising, marketing payroll, sales payroll or commissions, agency fees, acquisition software, creative work and other customer-acquisition expenses.
Should existing customers be included?
CAC normally uses newly acquired customers in the denominator, not the entire customer base.
What is a good CAC?
There is no universal good CAC. It should be evaluated against customer gross profit, retention, lifetime value and payback period.