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Customer Acquisition Cost

Calculate your Customer Acquisition Cost (CAC) by dividing total marketing/sales spend by the number of new customers acquired.

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How to Use Customer Acquisition Cost
  1. 1Enter your total marketing/sales spend for the period
  2. 2Enter the number of new customers acquired in that same period
  3. 3Click Calculate to see your Customer Acquisition Cost
Frequently Asked Questions

CAC = Total Marketing/Sales Spend ÷ Number of New Customers Acquired over the same period.

All costs directly tied to acquiring those customers — ad spend, sales team costs, marketing tools/software for that period. This tool doesn't separate cost categories, it uses whatever total you enter.

Compare it to your Customer Lifetime Value (LTV) — use the LTV Calculator and then the LTV:CAC Ratio Calculator to check whether your CAC is sustainable relative to what a customer is worth over their lifetime.

Only if you exclude them from your 'new customers' count, or include only paid-acquisition spend in the numerator — the tool computes a simple ratio of whatever two numbers you provide.

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