CAC calculator

Customer acquisition cost: what you spend, on average, to win one new customer.

Your numbers

Marketing costsAds, tools, agencies, content and events for the period

Sales costs (optional)Sales salaries, commissions and tools. Leave empty for marketing-only CAC.

New customers wonIn the same period as the costs

How it works

Marketing CAC = marketing costs ÷ new customers
Blended CAC = (marketing + sales costs) ÷ new customers

Use the same period for costs and customers, such as one quarter. Blended CAC is the fairer number when sales helps close deals. Next, compare CAC with what a customer is worth in the LTV:CAC calculator.