Customer Acquisition Cost (CAC) Calculator

Calculate how much it costs to acquire a new customer

Acquisition Costs

Enter your sales and marketing expenses

Sales Costs ($)

Salaries, commissions, tools, overhead

Marketing Costs ($)

Ads, content, events, tools, salaries

New Customers Acquired

Time Period (Months)

Payback Period (Optional)

ARPU - Monthly ($)

Gross Margin (%)

Customer Acquisition Cost

Your CAC metrics

CAC

$250

Per customer

Total Acquisition Costs

$25,000

Customers Acquired

100

Formula:

CAC = (Sales + Marketing Costs) / New Customers

CAC Payback Period

Time to recover acquisition cost

Months to Recover CAC

6.7

At $38/month profit per customer

✓ Excellent payback period (≤12 months)

Cost Breakdown

Where your acquisition budget goes

Sales Costs

$10,000

40% of total

Marketing Costs

$15,000

60% of total

Cost per Customer

$250

CAC

About Customer Acquisition Cost

Customer Acquisition Cost (CAC) measures the total cost to acquire a new customer, including all sales and marketing expenses.

Benchmarks: CAC should be ≤ 1/3 of Customer Lifetime Value (LTV). The payback period should ideally be under 12 months for healthy SaaS businesses.

Improving CAC: Optimize marketing channels, improve conversion rates, automate sales processes, or focus on higher-value customers.