ClarityHow to use this tool
- Enter marketing costs, sales costs, new customers acquired.
- Select Calculate to view the result.
- Check the method and assumptions below before using the result.
Input reference and sample values
Use the units and choices shown for each field. Sample values are provided for practice, not as recommendations.
| Input | Format and units | Sample |
|---|---|---|
| Marketing costs | Numeric value. Unit: money. Zero or positive. | 6000 |
| Sales costs | Numeric value. Unit: money. Zero or positive. | 4000 |
| New customers acquired | Numeric value. Minimum: 1. | 100 |
Result for these sample inputs
100 currency units
- Total acquisition cost
- 10000
- New customers
- 100
Select Try the example in the form to load these values and calculate them again. This replaces the current form inputs. Compare the result with the method and worked explanation below.
The method, explained
CAC = (marketing costs + sales costs) ÷ new customers acquired. Include the acquisition-related costs for a consistently defined period or cohort.
Marketing costs of 6,000 plus sales costs of 4,000 for 100 new customers give a CAC of 100 per customer.
What to keep in mind
Count newly acquired customers, not orders, leads or repeat buyers. Include relevant staff, agency and software costs consistently. Sales-cycle delays can make a simple same-month comparison misleading.
Common questions
Is CAC the same as CPA?
No. CAC counts new customers and includes the acquisition costs you specify. CPA measures a selected action, which might be a lead or signup rather than a customer.
Should I include organic marketing costs?
If you are measuring blended CAC, include acquisition-related organic content and staff costs as well as paid campaigns. Organic traffic may still involve production costs.
Methodology maintained by ClarityKit. How these tools are built and checked.