How do you calculate CAC?

CAC = total acquisition costs ÷ new customers. $9,000 of spend and fees for 150 new customers is a $60 CAC.

Should CAC include agency and tool fees?

For a fully loaded CAC, yes. Paid CAC (ad spend only) is useful for comparing channels; fully loaded CAC tells you true unit economics.

One that your customer lifetime value comfortably covers. A common rule of thumb is an LTV:CAC ratio of 3:1 or better.

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Customer acquisition cost (CAC) calculator

CAC is what one new customer really costs you. Enter ad spend, the other costs of acquiring customers, and how many you won to see paid and fully loaded CAC.

Ad spend$Agency, tools & creative costs$New customers acquired

Results

Paid CAC (ad spend only): $50.00
Fully loaded CAC: $60.00
Non-media share of CAC: 16.7%

How to use the customer acquisition cost calculator

1Enter ad spend for the period.
2Add agency fees, tools and creative costs.
3Divide by new customers (not orders) for the period.

Questions

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How to use the customer acquisition cost calculator

Questions

01How do you calculate CAC?

02Should CAC include agency and tool fees?

03What is a good CAC?

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