Customer acquisition cost calculator (CAC)
Enter one period of costs and the new customers won in that same period to see what each new customer costs you.
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How to use it
- Enter marketing and ad costs, sales costs (salaries, commissions, tools) and new customers.
- The result appears straight away and updates as you edit.
- Copy the result, or copy a link that keeps the same values to share it.
How it is calculated
CAC = (marketing costs + sales costs) ÷ new customers. Marketing-only CAC = marketing costs ÷ new customers.
Example
Inputs: Marketing and ad costs = 20,000, Sales costs (salaries, commissions, tools) = 10,000, New customers = 150. Result: Customer acquisition cost: 200.00; Marketing-only CAC: 133.33.
Limits and caveats
- It assumes every new customer came from these costs, including referrals and free search traffic.
- With a long sales cycle, today's customer may come from last month's spend.
Questions about this tool
What goes into sales costs?
Sales team salaries, commissions and tools such as a CRM for the same period. If you have no sales team, leave it at zero.
Do I count all customers or only new ones?
Only new ones. CAC measures the cost of winning a customer you did not have. Returning customers stay out.
What period should I use?
Long enough to smooth out weekly swings, such as a month or a quarter, with costs and customers from the same period.