Customer Acquisition Cost (CAC) Calculator

Included marketing costs: Enter advertising and the creative, agency, Landing Page or other acquisition costs included under your reporting definition. Use a documented allocation for shared costs.

Included sales costs: Enter the acquisition-related sales costs agreed with finance. An optional field does not mean those costs are absent. If you leave them out, label the result as a partial or marketing-only measure.

New customers: Count unique acquired customers under an agreed definition, from the same acquisition cohort and observed through a stated cutoff. Do not automatically divide this month's spend by every contract signed this month.

CAC here is the sum of the costs you enter divided by the customers you count. The calculator cannot establish that every relevant cost is included or that advertising caused each acquisition. Record included categories, exclusions, currency, attribution method and customer definition alongside the result.

CPL is advertising cost per inquiry; it does not establish customer quality or acquisition. Media-only cost per customer, Marketing CAC and a broader sales-and-marketing CAC have different numerators. Compare like-for-like cohorts and boundaries before judging a change.

A CAC value alone does not establish profitability or a recovery date. Review finance-approved contribution, cancellations and actual collections. Separate acquisition costs, contracts and payback before using the result in a financial decision.