SaaS

CAC Calculator

Calculate customer acquisition cost from sales and marketing spend divided by the number of new customers acquired.

Last reviewed: April 30, 2026Free toolMethodology

CAC Calculator

These fields start with sample inputs. Keep them or replace them, then run the tool to show a fresh result.

Number fields accept plain values and common formatted input such as 250000, 250,000, or 1,234.56.

Result

Calculating the sample result.

Why it matters

CAC is a foundational operating metric because it converts go-to-market spend into a cost per new customer.

When to use

  • Reviewing channel efficiency
  • Checking whether go-to-market spend is scaling well
  • Supporting LTV:CAC and payback analysis

Inputs & Outputs

Inputs

  • Sales and marketing spend should cover the acquisition cost base for the period.
  • New customers acquired should represent the same period and attribution approach.

Outputs

  • CAC shows the average spend required to acquire one new customer.
  • Spend per 10 customers helps teams translate the result into budget planning terms.

CAC formula

Divide the total acquisition spend by the number of new customers acquired in the same period.

CAC = sales and marketing spend / new customers

Worked example

1

Quarterly acquisition review

A company spent 540,000 on sales and marketing and acquired 180 new customers.

Inputs

  • Spend: 540,000
  • New customers: 180

Steps

  • CAC = 540,000 / 180 = 3,000

Result

  • Customer acquisition cost is 3,000.

Edge cases & caveats

  • CAC depends on the attribution window and spend categories included.
  • Blended CAC can hide strong and weak channels inside one number.

Frequently Asked Questions

Should salaries be included in CAC?

Usually yes if they are part of the acquisition motion. The key is to use a definition consistently.

Is lower CAC always better?

Not necessarily. Higher CAC can still be attractive if retention, expansion, and gross margin are strong.

Keep going

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