Business
Customer Acquisition Cost Calculator
Work out what it costs to win one new customer once marketing and sales costs are counted.
Result
Counts every customer won in the period against that period's spend. Where your sales cycle is long, compare a quarter rather than a month or the figure lags badly.
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About this calculator
Should organic and referral customers count?
Include them in the customer count. Your reputation and marketing produced them. Excluding them makes paid channels look better than they are.
Why include sales wages?
Answering, quoting and chasing is real acquisition cost. Counting only ad spend typically understates CAC by half.
The formula
CAC = (marketing + sales cost) ÷ new customers
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