How this calculator works
Use a consistent period and definition of a new customer. Long sales cycles and shared staff costs can make a simple same-period average misleading; this estimate does not attribute individual conversions to campaigns.
The formula
CAC = (marketing spend + sales acquisition spend) / new customers.A quick example
Marketing spend of 6,000 and sales spend of 4,000 for 200 new customers produce a CAC of 50.
How to use this calculator
- Choose the settings that match your scenario, using the units shown beside each field.
- Enter marketing spend, sales acquisition spend, new customers acquired.
- Calculate, then review the method and assumptions alongside the results.
A few common questions
Should repeat buyers count as new customers?
Usually not for acquisition cost. Count newly acquired customers consistently across periods.
Does this identify the best advertising channel?
No. Channel comparison needs a consistent attribution method and comparable customer quality.