What costs should be included?

Everything you spent to win those customers in the period: media, agency and freelancer fees, sales commissions, creative production and marketing tools. Be consistent from month to month.

How is CAC different from CPL?

CPL is the cost of a lead; CAC is the cost of a paying customer. CAC is usually much higher, because only some leads become customers.

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CAC Calculator

Calculate customer acquisition cost from ad spend plus any other costs of winning customers, such as agency fees, sales costs and tools. Add average revenue per customer to compare it with what a customer brings in.

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How to use it

Enter the advertising spend.
Optionally add other acquisition costs for the same period.
Enter the number of new customers acquired.
Optionally enter average revenue per customer.

Formulas

CAC = (Advertising spend + Other acquisition costs) ÷ New customers
Ad-only CAC = Advertising spend ÷ New customers
Revenue per customer ÷ CAC shows how many times a customer's revenue covers their acquisition cost

Frequently asked questions

CPL Calculator
Cost per lead from spend and leads.
ROAS Calculator
Return on ad spend from revenue and advertising spend.
Marketing Budget Planner
Split a budget across platforms with totals that must add up to 100%.

How to use it

Formulas

Frequently asked questions

What costs should be included?

How is CAC different from CPL?

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