Customer Acquisition Cost

Whatever total spend you attribute to acquiring the customers you're counting — commonly ad spend, but include agency fees or other acquisition costs if you want a fuller CAC figure.

No — this tool returns a single CAC number with no 'good/bad' rating, since what counts as a healthy CAC depends entirely on your customer lifetime value. Pair it with the Lifetime Value Calculator and LTV:CAC Ratio Calculator to judge whether your CAC is sustainable.

Your choice — just be consistent with what you count as 'customers acquired' from that same spend, so the ratio is meaningful.

This tool alone can't tell you — use the LTV:CAC Ratio Calculator alongside your Lifetime Value figure; a common benchmark is needing an LTV at least 3x your CAC to be sustainable.