Customer Acquisition Cost Calculator

CAC is the total amount you spend on marketing, sales, referrals, and related tools to win one new customer. It is calculated by dividing your total acquisition spend by the number of new customers gained in the same period.

Include everything tied to acquiring customers: ad spend, staff time or commissions spent on sales, referral and loyalty program rewards, and any software or tools used specifically for acquisition. Leave out costs unrelated to winning new customers.

A good CAC depends on your average customer value and margins. A useful check is the LTV to CAC ratio: a ratio of 3:1 or higher is generally considered healthy, meaning each customer is worth at least three times what it cost to acquire them.

Referral and loyalty programs often cost less per new customer than paid ads because rewards are only paid out after a successful referral. Enter your referral program spend in the calculator to see its real impact on your overall CAC.

Choose the period that matches how you track marketing spend and new customers, such as monthly for ongoing campaigns or quarterly for seasonal service businesses. Keep spend and customer counts in the same period for an accurate result.

Yes, this tool is completely free with no registration required. All calculations run instantly in your browser, and nothing you enter is saved or sent anywhere, so you can recalculate as often as you like.