Method
How to calculate customer acquisition cost
The calculator divides acquisition-related spending for a period by customers first acquired during that same period.
FORMULACAC = (marketing cost + sales cost) ÷ new customers
Worked example
Customer acquisition cost calculator example
$50,000 combined acquisition cost and 500 new customers produce a $100 CAC.
Change one assumption at a time to see what drives the result. The output is an estimate, not a quote, forecast or recommendation.
FAQ
Customer acquisition cost calculator FAQ
Should salaries be included in CAC?
Include the portion of sales and marketing salaries used to acquire the counted customers if your reporting policy treats them as acquisition cost.
Can CAC be calculated by channel?
Yes. Keep channel costs and customers within the same attribution scope.
Why compare CAC with LTV?
The comparison shows how acquisition cost relates to estimated customer gross profit, although timing and retention still matter.