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Customer Acquisition Cost (CAC) Calculator

Divide marketing and sales spend by new customers to get CAC, then compare it with lifetime value.

Your numbers

$
$

CAC

$40.00

LTV : CAC
4.5 : 1

Results are estimates for planning. Check important figures with a qualified professional.

Quick answer

The Customer Acquisition Cost Calculator shows cost to win each new customer, and how it compares with their lifetime value. How it works: CAC = marketing and sales spend ÷ new customers; LTV : CAC = lifetime value ÷ CAC. For example, with marketing and sales spend of $5000, new customers of 125, and customer lifetime value of $180, the cAC is $40.00.

How to use the Customer Acquisition Cost Calculator

  1. Enter marketing and sales spend.
  2. Enter new customers.
  3. Enter customer lifetime value.
  4. Read cAC and the breakdown. Use Share to send the exact numbers, or Print to save a PDF.

How it's calculated

  • CAC = marketing and sales spend ÷ new customers
  • LTV : CAC = lifetime value ÷ CAC

Worked example

With marketing and sales spend of $5000, new customers of 125, and customer lifetime value of $180:

CAC: $40.00. LTV : CAC: 4.5 : 1.

Questions people ask

What's a healthy LTV to CAC ratio?

Many businesses aim for 3:1 or better. Below 1:1 means you lose money on each new customer.