Customer Acquisition Cost (CAC) Calculator
Enter your total sales and marketing spend and the number of new customers acquired to calculate CAC.
Customer Acquisition Cost (CAC) Calculator
Calculate your customer acquisition cost (CAC) from total sales and marketing spend and new customers gained.
Customer acquisition cost (CAC) shows how much, on average, a business spends to gain a single new customer. It is calculated by dividing total sales and marketing spend over a period by the number of new customers acquired in that same period.
Example
- With the default values shown above, this calculator returns: Customer Acquisition Cost (CAC) ≈ USD 100.00.
Frequently Asked Questions
What should I include in sales and marketing spend?
Include salaries, advertising, tools, and any other cost directly tied to acquiring customers over the period you are measuring — not general overhead unrelated to sales or marketing.
What is a good CAC?
It depends heavily on your industry and average customer value — CAC is most useful compared against customer lifetime value (LTV), where a healthy business typically wants LTV to be several times its CAC.