Customer Acquisition Cost (CAC)
Total sales and marketing cost divided by new customers gained — the all-in price of one new customer, not just the ad spend per lead.
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The definition
Total sales and marketing cost divided by new customers gained — the all-in price of one new customer, not just the ad spend per lead.
Why it matters to an owner
Count everything: ads, tools, the agency, your own selling hours. The honest CAC is always higher than the ad report's version — and it's the one profit depends on.
Keep going
LTV : CAC CalculatorWhat a customer is really worth over the whole relationship, against what one costs to acq…CPA (Cost Per Acquisition)Total spend divided by new customers won — leads that actually closed. Deeper than CPL bec…Payback PeriodHow long a new customer takes to return their acquisition cost in profit. Short payback fu…
This is the work. Want it done?
Everything here is free to use yourself — that’s the point. If you’d rather a senior marketer just handle it, in your accounts and your name: 20-minute call, no pitch deck.