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Customer Acquisition Cost Calculator

Combine sales and marketing costs to estimate the average cost of acquiring a new customer.

Use a consistent reporting periodCheck the calculation below

Your business figures

Runs on your device

METRIC SNAPSHOT

Your result

Let’s calculate.

Use the Calculate button to see your result.

Review the method below for assumptions and conventions.

How to use this tool

  1. Enter marketing costs, sales costs, new customers acquired.
  2. Select Calculate to view the result.
  3. Check the method and assumptions below before using the result.

The method, explained

CAC = (marketing costs + sales costs) ÷ new customers acquired. Include the acquisition-related costs for a consistently defined period or cohort.

A WORKED EXAMPLE

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.