Customer Acquisition Cost (CAC) Calculator
Enter your total sales & marketing spend and the new customers it won to get your CAC.
How to use this calculator
- 1Enter your total sales and marketing spend for the period.
- 2Enter the number of new customers that spend won.
- 3Read your CAC — the average cost to acquire one customer.
How the Customer Acquisition Cost (CAC) Calculator works
Customer acquisition cost is the average price you pay to win one customer: everything you spent on sales and marketing divided by the customers that spend produced. Include ad spend, tools, salaries, commissions and agency fees — but not the cost of serving customers once they’ve joined.
CAC only means something next to lifetime value. A high CAC is fine if those customers are worth far more over time, and a low CAC is a warning sign if it comes from customers who churn quickly. Pair this with the LTV and LTV:CAC calculators for the full picture.
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Create an invoice freeFrequently asked questions
How is CAC calculated?
Divide total sales and marketing spend by the number of new customers acquired in the same period. $10,000 spend for 50 customers is a $200 CAC.
What should CAC include?
Ad spend, marketing tools and salaries, sales commissions, and any agency fees tied to winning customers — not the cost of serving them afterwards.
Is a low CAC always good?
Not on its own — compare CAC to the lifetime value (LTV) of a customer. A higher CAC is fine if those customers are worth far more over time.
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