How it works
CAC = (sales costs + marketing costs)/new customers acquired.
Input definitions
- Marketing costs for period
- Enter the value in the labeled unit.
- Sales costs for period
- Enter the value in the labeled unit.
- New customers acquired
- Enter the value in the labeled unit.
A worked example
- Marketing costs for period
- 6000
- Sales costs for period
- 4000
- New customers acquired
- 100
Assumptions & limits
Single-currency planning model using entered rates; two-decimal half-up currency rounding. No taxes, regulatory APR, live quote or investment-return prediction unless explicitly stated.
Sources & review
Maintained by AnsRio. Methods and examples use automated checks; this does not imply independent professional certification.
Method updated 2026-10-17. Content checked against the stated method and examples. Our verification approach.
Common questions
Are tax, overhead and refunds included automatically?
Only the costs and rates explicitly entered or described in the formula are included. Use consistent currencies and periods, and check what your own accounting policy requires.
How does the Customer acquisition cost (CAC) tool work?
CAC = (sales costs + marketing costs)/new customers acquired.
What are the assumptions and limits of Customer acquisition cost (CAC)?
Single-currency planning model using entered rates; two-decimal half-up currency rounding. No taxes, regulatory APR, live quote or investment-return prediction unless explicitly stated.