Revenue & Profitability calculator
Customer Acquisition Cost (CAC) Calculator
Customer acquisition cost (CAC) is the total spend on marketing and sales divided by the number of new customers won in the same period. Everything runs in your browser — nothing you enter is sent anywhere.
Your numbers
Change any value — results update as you type
Values are estimates. Nothing you enter leaves this page.
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Total acquisition spend
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Marketing share of spend
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Sales share of spend
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Other costs share of spend
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Lifetime value to CAC ratio
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Read this estimate carefully
Use costs and new customers from the same period. Include salaries and tools that exist to win customers, otherwise CAC looks lower than it is.
How to use it
- Enter marketing, sales and other acquisition costs for one period.
- Enter how many new customers you won in that period.
- Optionally enter a customer lifetime value to see the LTV : CAC ratio.
How it is calculated
- CAC = (marketing + sales + other costs) ÷ new customers
- Share of spend = each cost ÷ total spend
- LTV : CAC = customer lifetime value ÷ CAC
Common questions
What counts as acquisition cost?
Advertising, content, tools, commissions and the salaries of people whose job is winning new customers.
What is a good LTV : CAC ratio?
It depends on your margins and cash position. A ratio below 1 means each customer costs more than it returns.
Should existing customers be counted?
No. CAC covers new customers only.