Free tool
CAC Calculator
CAC (Customer Acquisition Cost) is what you pay in total to win one new paying customer. It is the foundation of a sustainable business.
Enter your total sales and marketing cost for a period, and the number of new customers it brought.
Your numbers
Your CAC
₹3,000
CAC = Total sales & marketing cost ÷ New customers
Making sense of the result
- CAC only makes sense next to customer lifetime value (LTV).
- A healthy business usually has an LTV:CAC ratio of around 3:1 or better.
Frequently asked questions
What should be included in CAC?
Everything you spend to get customers — ad spend, marketing and sales salaries, software, agency fees, creative costs. Leaving costs out gives a number that looks nice but misleads you.
Related reading
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