Customer acquisition cost

CAC Calculator

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Total sales & marketing spend

New customers acquired

Lifetime value per customer

CAC = Spend ÷ New customers · judged vs LTV (aim CAC ≤ LTV ÷ 3)

CAC is the average cost to acquire one paying customer. On its own there is no universal "good" CAC: it is only healthy relative to what a customer is worth, so we judge it against LTV (aim for LTV at least 3× CAC).

Healthy

CAC

$48.00

$48 to win a customer worth $600: a healthy 12.5:1 LTV to CAC.

LTV : CAC12.5:1

Max healthy CAC$200