Customer Acquisition Cost Calculator
Work out how much it costs you to acquire each customer, and see how that compares to what a customer is worth.
Include ads, sales and marketing salaries, tools, and agency fees.
Add this to see your LTV to CAC ratio.
Customer Acquisition Cost
$0
CAC = Total Spend / New Customers Acquired
What to include in CAC
Include these costs
- Paid advertising (Google, Facebook, LinkedIn, and so on)
- Sales team salaries and commissions
- Marketing team salaries
- Content creation and SEO costs
- Marketing software and tools
- Agency fees
Leave these out
- Product development costs
- Customer support after the sale
- General administrative costs
- Infrastructure and hosting
- Customer success and retention work
CAC benchmarks by industry
These are rough averages. Always judge your CAC against your own LTV, not against another industry.
SaaS (SMB)
$200 to $500
Self-serve, lower touchSaaS (Enterprise)
$5,000 to $20,000+
High touch, long sales cycleEcommerce
$10 to $50
Varies by product priceFintech
$100 to $500
Regulated, trust-dependentConsumer Apps
$1 to $5
High volume, low intentB2B Services
$500 to $2,000
Relationship-drivenHow to lower your CAC
Improve targetingBetter audience targeting means less wasted spend. Refine who you are trying to reach and focus on the channels where they actually spend time.
Optimize conversion ratesA higher conversion rate turns the same spend into more customers. Test your landing pages and remove friction from signup.
Build referral loopsReferred customers cost next to nothing to acquire. Give existing customers a reason to share.
Invest in organicSEO and content take longer to pay off but keep paying off, unlike paid spend which stops the moment you stop paying.
This tool is for planning and estimation. It is not financial advice, always double check figures against your own accounting before making budget decisions.