Customer Acquisition Cost Calculator
Calculate your customer acquisition cost by dividing total sales and marketing spend by the number of new customers won.
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How this calculator works
Divide total sales and marketing spend for a period by the number of new customers acquired in that period to calculate CAC. Compare this against customer lifetime value to judge whether acquisition spend is sustainable.
Frequently asked questions
What costs should be included?
Include advertising spend, sales salaries and commissions, and marketing tool costs directly tied to acquiring customers.
What's a good CAC to lifetime value ratio?
A commonly used rule of thumb is customer lifetime value should be at least three times CAC, though this varies by industry.
Should CAC include existing customer retention costs?
No, CAC should only include costs of acquiring new customers, not costs spent retaining or upselling existing ones.
Results are estimates only and are not financial, tax, legal or credit advice.