Customer Acquisition Cost Calculator
Add marketing and sales spend and divide by new customers to find your customer acquisition cost.
- Total acquisition spend
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- Marketing cost per customer
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- Sales cost per customer
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What is the Customer Acquisition Cost Calculator?
Customer acquisition cost, or CAC, is the total marketing and sales spend needed to win one new customer. Add both costs for a period and divide by the new customers gained. Read it against the profit a customer brings over time, not on its own.
How it works
CAC = (marketing spend + sales spend) / new customers. Marketing cost per customer = marketing spend / new customers, and sales cost per customer is worked out the same way. If there are no new customers, the results show zero.
How to use it
- Enter marketing spend for a period.
- Enter sales spend, such as salaries, commission and tools, for the same period.
- Enter the new customers gained in that period.
- Compare CAC with customer lifetime value and your payback expectations.
Customer Acquisition Cost Calculator — FAQ
What belongs in sales spend?
Sales team salaries, commissions, tools and travel linked to winning customers. Choose a clear rule and apply it every period.
Should existing customers be counted?
No. Count only new customers won in the period, otherwise CAC will be understated.
Which period should I use?
Use a period long enough to cover your sales cycle. If deals take months to close, spend and customers may need to be lined up with a lag.