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CAC calculator
Customer acquisition cost is acquisition spend divided by new customers. Use one period for both numbers, usually a month or a quarter.
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Questions
What is customer acquisition cost?
CAC is everything you spent to win new customers in a period, divided by the number of new customers. Include media, tools used only for acquisition, and the sales or marketing salaries that went into winning those customers.
Should salaries be in CAC?
Yes, if those people spend their time acquiring customers. Leaving payroll out makes CAC look better than the business can afford.
How is this different from cost per lead?
Cost per lead divides the same spend by leads, not customers. This page shows both when you enter a lead count.