Grow Social · Free tools

CAC Calculator: understand your acquisition costs

Calculate the cost of acquiring one new customer and optionally compare it with customer lifetime value.

How to use

  1. Enter marketing spend and sales spend for the same period.
  2. Enter the number of genuinely new customers acquired in that period.
  3. Optionally enter profit-based customer lifetime value.
  4. Read your CAC and, when available, your LTV:CAC ratio.

Include salaries, tools and agency fees in your spend. Use the same currency for every amount.

No sign-up needed Your work stays in your browser Copy or export to keep your work

–Total spend
–CAC
–LTV : CAC
Enter your numbers Add spend and new customers for the same period to calculate your CAC.

Rule of thumb: healthy businesses keep LTV:CAC at 3:1 or better. Below 1:1 you lose money on every customer you acquire.