CAC Calculator

Divides your total marketing and sales spend by the number of new customers acquired in that period, giving you Customer Acquisition Cost (CAC).

Enter your total marketing and sales spend for the period, and the number of new customers you acquired in that same period. CAC updates immediately as you type either value.

With $3,000 in spend and 60 new customers (the pre-filled defaults), CAC = 3,000 ÷ 60 = $50 — it cost $50, on average, to acquire each new customer.

CAC = total acquisition spend ÷ number of new customers acquired. Acquisition spend should include everything that went into winning those customers over the period, not just media spend: salaries, tools, agency fees and ad spend together, matched to the same time window as the customer count.

CAC on its own doesn't tell you whether your growth is sustainable — it needs to be compared against Customer Lifetime Value (LTV), the revenue a customer generates over their relationship with you. A commonly cited healthy target is an LTV:CAC ratio of 3:1 or higher; use the LTV Calculator alongside this one to check that ratio.

This tool only divides two numbers you provide — it doesn't separate paid from organic acquisition, doesn't account for a payback period (how long it takes to recoup CAC from a customer's early purchases), and blending very different acquisition channels into one CAC can hide which channels are actually efficient.

CAC is a standard growth and marketing metric used the same way across SaaS, e-commerce and subscription businesses. The calculation runs entirely in your browser; the numbers you enter are never sent to a server.