CAC Calculator
Calculate your Customer Acquisition Cost and see how much you spend to acquire each new customer.
Acquisition Costs
$
$
$
$
$
CUSTOMER ACQUISITION COST
$0.00
average cost per new customer
Total Acquisition Cost
$0.00
Advertising
$0.00
Marketing
$0.00
Sales
$0.00
Software & Tools
$0.00
Other Costs
$0.00
New Customers
0
Customer Acquisition Cost Formula
CAC = Total Sales & Marketing Acquisition Costs ÷ New Customers Acquired
How to Use the CAC Calculator
Enter total sales and marketing acquisition spend and the number of new customers acquired to calculate customer acquisition cost.
Practical Example
If acquisition spend is USD 20,000 and 200 new customers are gained, CAC is USD 100 per customer.
Factors That Affect the Result
Which marketing, sales, payroll, agency and software costs are included can materially change CAC. Time period and customer attribution should also be consistent.
Frequently Asked Questions
Should sales costs be included?
Often yes, when they directly support acquisition.
Can CAC vary by channel?
Yes.
Is lower CAC always better?
Not necessarily; customer quality and lifetime value matter too.