Acquisition
CAC calculator
Enter what you spent on sales and marketing in a period and how many customers you won. The calculator gives your customer acquisition cost.
Customer acquisition cost
$2,000
- Total sales and marketing spend
- $100,000
How to read the result
Include salaries, commissions, tools, agencies and ad spend. A CAC that counts only ad spend is a cost per acquisition for one channel, and it will look far better than the truth.
If your sales cycle is long, this period's customers were paid for by an earlier period's spend. Offset the spend by your average cycle length for a truer figure.
The formula
AcquisitionCAC = (marketing spend + sales spend) ÷ new customers won in the same period.
Frequently asked questions
Total spend divided by all new customers, including the ones who arrived on their own through search or word of mouth. Paid CAC divides paid spend by the customers paid channels brought. Blended is lower and flatters paid; report both.
Organic customers carry content cost but no cost per click, and that cost does not rise with each extra visitor. As organic grows as a share of new customers, blended CAC tends to fall.
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