What Is Customer Acquisition Cost & How To Calculate CAC?

Published on:
Fri Apr 14 2023
Customer Experience

Customer acquisition cost (CAC) is an important metric that helps companies in measuring the cost of acquiring new customers. CAC is an essential metric for businesses to understand because it provides valuable insight into the effectiveness of a company's marketing and sales strategies.

What is Customer Acquisition Cost?

Customer acquisition cost (CAC) is the amount of money you spend on acquiring customers. It's one of the most important metrics for measuring the success of your business because it shows how much money you spend on acquiring customers compared to how much they spend on purchases once they become customers.

The higher your CAC, the more difficult it will be for you to make a profit.

For example: If two businesses have similar revenue but different customer acquisition costs, then the one with a lower CAC will be more profitable than its competitor with a higher CAC.

Why is CAC ( Customer Acquisition Cost ) important?

CAC is important for several reasons. First, it helps businesses in determining the effectiveness of their marketing and sales strategies. If a company's CAC is too high, it may indicate that its marketing and sales efforts are not effective, and they need to reevaluate its strategies.

Second, CAC helps businesses determine the lifetime value (LTV) of their customers. LTV is the total amount of revenue that a customer will generate throughout their journey with the company. If a company's CAC is higher than its LTV, they are losing money on each new customer they acquire, which is not sustainable in the long run.

CAC is important because it helps businesses determine their return on investment (ROI) for their marketing and sales efforts. By understanding how much it costs to acquire a new customer, businesses can calculate their ROI and determine whether their efforts are worth the investment or not.

How to Calculate CAC (Customer Acquisition Cost)?

To calculate Customer Acquisition Cost, you need to divide your total acquisition costs by the number of new customers you acquired during a specific period. Here is the formula for calculating CAC:

CAC = Total Acquisition Costs / Number of New Customers Acquired

To break it down further, here's what you need to know about each component of the formula:

Total acquisition costs: This includes all the expenses associated with acquiring new customers, such as advertising, marketing, sales, and support costs. To calculate your total acquisition costs, add up all the expenses invested during a specific period.

The number of new customers acquired: This is the number of new customers that your business acquired during the same specific period.

Once you have these two numbers, simply divide your total acquisition costs by the number of new customers acquired to calculate Customer Acquisition Cost.

For example:- Let's say that during the last quarter, your business spent $50,000 on marketing and sales efforts, and acquired 500 new customers during that period. To calculate your CAC, you would use the following formula:

CAC = $50,000 / 500
CAC = $100

In this example, your CAC is $100, which means that it cost your business $100 to acquire each new customer during the last quarter.


Customer acquisition cost (CAC) is an important metric for businesses because it helps them measure the cost of acquiring new customers and how it affects their bottom line. By understanding CAC and implementing strategies to reduce it, businesses can improve their ROI and ensure long-term success.

By targeting the right customers, optimizing their marketing and sales funnel, and improving customer retention, businesses can reduce their CAC and increase their profitability.

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