Free calculator
CAC Calculator
Work out what it costs to win one new customer. Start with ad spend and new customers; add the other costs of acquiring customers to see the fully loaded figure alongside the advertising-only one.
What does it cost me to win one new customer?
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Result
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The formula
Advertising-only CAC = ad spend ÷ new customersFully loaded CAC = all included acquisition costs ÷ new customersWorked example
In a month you spend $2,000 on ads and win 25 new customers: advertising-only CAC is $80. Add $200 of tools, $500 of agency fees and $300 of sales time and the total is $3,000, so fully loaded CAC is $120.
What the result means — and what it does not
- CAC is an average across all new customers in the period, whichever channel they came from.
- It says nothing on its own about whether acquisition pays; compare it with contribution per customer.
Common questions
Should CAC include more than ad spend?
For pricing and budgeting decisions, yes: tools, agency fees and the sales time spent winning customers are all part of what a customer costs. Advertising-only CAC is still useful for comparing ad channels, so the calculator shows both.
Which period should I use?
A period long enough to smooth out timing — often a month or a quarter — with costs and new customers counted over the same dates. If customers take weeks to decide, longer periods give a fairer number.
How do I know if my CAC is too high?
Compare it with what a customer contributes after the costs of serving them. The Customer Lifetime Value and Lead Value calculators show that side of the equation.