Customer acquisition cost calculator
Ad spend, salaries, tools and agency fees in, the real CAC per channel out.
Cost to win one customer
CAC = (ad spend + salaries + tools + agencies) ÷ new customers
Runs in your browser. No signup, no AI.
How it works
Add up everything you spent to win customers (ads, the salaries of the people doing it, tools and agencies), divide by the new customers you got in the same period, and you have your real customer acquisition cost.
Most teams only count ad spend, which makes CAC look a lot better than it is. This CAC calculator shows both, so you can see the gap.
FAQs
How do you calculate CAC?
CAC = (ad spend + sales and marketing salaries + tools + agencies) ÷ new customers, all for the same period.
What is a good CAC?
It depends on what a customer is worth to you. A common rule is that a customer should bring in at least three times their CAC over their lifetime.
Should salaries count in CAC?
Yes, the share of time people spend winning new customers. Leaving them out is the most common way CAC gets underestimated.
More tools like this
- CAC payback period calculator: How many months until a customer pays back what they cost, from CAC, price and margin.
- Break-even ROAS calculator: Your margin in, the ROAS you need to stop losing money out. Any number solves for the rest.
- Ad frequency calculator: Reach and impressions in, frequency out, with the point where people start scrolling past.
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