Customer Acquisition Cost Calculator: How to Calculate CAC

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Incorporate all expenditures made by parties other than publishers, such as CRM and mailing list software.

Add other expenses like agency fees, however billed publisher expenses should already be included in question 3 instead of being included here.


You want to know how much it will cost to get a new customer as a business owner. This expense is referred to as the Client Acquisition Cost (CAC), which can be challenging to track correctly. Fortunately, there are ways to calculate your CAC with ease. This article will explore how to calculate CAC and why it is an important metric.

What is Customer Acquisition Cost (CAC)?

Customer Acquisition Cost (CAC) is acquiring a new customer. It is computed by dividing the overall marketing and sales expenditures by the number of new customers attracted over the specified period. It's critical to remember that CAC comprises all expenses incurred during the customer acquisition, including marketing, staffing, and software costs.

Why is Customer Acquisition Cost (CAC) important?

All firms must use CAC since it explains how well a company's sales and marketing initiatives work. It is also essential for calculating marketing campaigns' return on investment (ROI). In addition, understanding CAC can help a company determine how much money it should spend on sales and marketing to acquire new customers cost-effectively.

How to calculate Customer Acquisition Cost (CAC)?

There are several steps involved in calculating CAC:

  • Step 1: Choose the period for which you wish to compute CAC.
  • Step 2: Compute the total amount spent on sales and marketing within the specified period.
  • Step 3: Determine the number of new clients acquired during that period.
  • Step 4: Divide the total amount spent on sales and marketing by the quantity of added clients.

As an illustration, suppose a company spent $10,000 on marketing and sales the previous month and gained 30 new clients. The CAC for that month would be $333 ($10,000/30).

Factors that affect Customer Acquisition Cost (CAC)

Several factors can affect CAC. Some of the most common ones include:

  • Marketing channel: The channel used to acquire new customers can significantly impact CAC. While some channels are more expensive, others are better at attracting the proper kind of customers.
  • Industry: Different industries have different customer acquisition costs. For example, B2B companies have higher CAC than B2C companies.
  • Customer lifetime value (LTV): CAC and LTV are closely related. While a company with a low LTV must be more thrifty, one with a high LTV may afford to invest more in attracting new customers.

How to reduce Customer Acquisition Cost (CAC)?

Although lowering CAC can be difficult, there are several tactics that organizations can employ to do so: Aim more precisely:

  • One efficient method of lowering CAC is to improve your targeting. By focusing on the right audience, you can reduce wasted ad spend and increase the chances of acquiring high-quality customers.
  • Optimize your marketing channels: Some marketing channels are more effective than others. You may determine which marketing channels are most effective for your company and concentrate your resources by testing and optimizing them.
  • Increase customer retention: Retaining existing customers can be more cost-effective than acquiring new ones. You may also boost customer loyalty and decrease turnover by delivering outstanding customer service and fostering relationships with your consumers.
  • Offer incentives: Offering incentives such as discounts, free trials, or referral bonuses can encourage customers to purchase and reduce the cost of acquisition.

How to reduce your CAC?

As a business owner, you should strive to reduce your CAC as much as possible.

Paying too little results in low-quality clients who either leave quickly or don't generate any revenue for you.

If you overpay, you'll soon run out of money (and patience).

So how do you reduce your CAC?

Focus on your customer avatar.

One of the businesses' biggest mistakes is understanding their target market.

If you need to know your ideal customer, how can you create an ad or marketing campaign that speaks directly to them?

Get crystal clear on your customer avatar, and you can create targeted campaigns that deliver far more bang for your buck.

Use social media effectively.

Social networking is one of the most cost-effective ways to contact your target market.

But too many businesses use it to "broadcast" their message rather than engage with their audience.

Focus on developing relationships with your audience by answering their queries and providing value if you want to succeed on social media.

Optimize your landing pages.

Your landing pages are one of the most critical parts of your sales funnel.

If they must be optimized correctly, you'll throw money down the drain.

Ensure your landing pages are highly relevant to your target audience, offer a clear value proposition, and have a clear call to action.

Experiment with different channels

Finally, feel free to experiment with different channels.

The most popular platforms, Facebook and Google AdWords are also the most effective for your business.

Try out new channels like LinkedIn or TikTok, and see if they deliver better results.

Conclusion about Customer Acquisition Cost

Customer Acquisition Cost (CAC) is a crucial metric for any business looking to attract new customers.

By understanding how to calculate your CAC and pair it with Customer Lifetime Value (CLV), you can better understand the profitability of your marketing campaigns.

To keep your CAC as low as possible, focus on your customer avatar, use social media effectively, optimize your landing pages, and experiment with different channels.

Remember, CAC is a critical metric but not the only one. Keep an eye on your Return on Ad Spend (ROAS) and other key metrics to ensure your marketing campaigns deliver a positive ROI.

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