CAC Calculator
Calculate customer acquisition cost from total acquisition spend and new customers, with guidance on what to include in that cost.
New customers can be a decimal if your reporting attributes fractional credit across channels.
There's no single universal accounting definition. Some teams use ad spend alone; others include sales team salaries, tools, and content production costs attributable to acquiring customers. Ad spend alone will understate your true CAC if a sales team or other marketing costs also contributed — decide what to include based on what decision you're trying to make, and be consistent when comparing CAC over time.
Calculated entirely in your browser — nothing you enter here is sent to a server.
Customer Acquisition Cost (CAC) is your total cost to acquire one new customer — CAC = Acquisition Cost ÷ New Customers. What counts as "acquisition cost" is a decision you make, not a universal accounting rule.
This is a broader, different metric from CPA: CPA typically measures cost per action within a single ad platform, while CAC is meant to capture your true total cost of winning a customer, which may span multiple channels and teams.