Business
Customer lifetime value
Estimate subscription customer value from revenue, margin and churn.
Calculators / Business / Customer acquisition cost
Customer acquisition cost calculator
Estimate how much you spend to acquire a new customer.
On this page
Acquisition cost per customer100
Calculator controls
How to calculate
Estimate how much you spend to acquire a new customer.
Acquisition cost per customer = (marketing+sales)/customers
Worked example
Marketing spend: 6000; Sales acquisition costs: 4000; New customers acquired: 100.
Acquisition cost per customer: 100 .
Assumptions and limits
Use newly acquired customers. Repeat purchases from existing customers should not inflate the denominator; keep the cost and customer periods aligned.
Results are rounded for display; calculations use unrounded values. Read our calculation methodology.
Understanding the result
CAC allocates the included acquisition expenses across customers first acquired during the measured period.
When this tool is useful
Estimate how much you spend to acquire a new customer.
Understanding your inputs
| Input | What to enter |
|---|---|
| Marketing spend | Enter a number of at least 0 and no more than 1000000000000. |
| Sales acquisition costs | Enter a number of at least 0 and no more than 1000000000000. |
| New customers acquired | Enter a number of at least 1 and no more than 1000000000. |
Frequently asked questions
Should repeat customers be included?
Use newly acquired customers. Repeat purchases from existing customers should not inflate the denominator; keep the cost and customer periods aligned.