Calculators — Free

CAC Calculator

CAC (Customer Acquisition Cost) is what you actually pay to win one new customer — all marketing and sales spend included, not just ad clicks. Enter your spend and new customer count for any period and get your true CAC.

Sales commissions, tools and effort spent closing these customers. Leave blank if you have none.
Customer Acquisition Cost—Enter your spend and new customer count to calculate.

How it works

CAC = (marketing spend + sales spend) ÷ new customers acquired in the same period. If you spent $5,000 on marketing and $2,000 on sales effort in a month that brought 35 new customers, your CAC is $200.

The most common mistake is only counting ad spend. Agency fees, tools, content production and sales commissions are all part of the real cost of acquisition. The second most common mistake: counting all customers instead of new ones.

FAQ

There's no universal number — CAC is only meaningful next to LTV (customer lifetime value). The classic benchmark is an LTV:CAC ratio of 3:1 or better. A $200 CAC is excellent for a $1,000-LTV business and fatal for a $150-LTV one.

Related tools

CalculatorsCustomer LTV CalculatorCalculate customer lifetime value from average order value, purchase frequency and customer lifespan — plus your LTV:CAC ratio.CalculatorsROAS CalculatorCalculate your Return on Ad Spend in seconds. Enter ad spend and revenue to see your ROAS and what it actually means for profitability.CalculatorsMarketing Budget CalculatorHow much should you spend on marketing? Calculate a monthly and annual budget from your revenue and growth stage in seconds.

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