Customer Acquisition Cost (CAC) Calculator
Divide sales and marketing spend by new customers to see what each customer costs you to win.
Quick answer
Customer acquisition cost is sales and marketing spend divided by new customers won: CAC = total spend / new customers. Paid CAC uses only paid ad spend and the customers it brought in.
Customer Acquisition Cost (CAC) Calculator
Paid-only CAC = advertising ÷ these customers.
Total Spend
—
New Customers
—
Blended CAC
—
Paid-only CAC
—
Customers Not From Paid
—
Spend Breakdown
| Cost line | Amount (₹) | Share of spend | Per new customer (₹) |
|---|
Assumptions & method
- Blended CAC = (advertising + salaries + tools + other) ÷ new customers in the same period.
- Paid-only CAC = advertising ÷ customers from paid channels. Salaries and tools are not allocated to paid.
- Spend and customers should cover the same period; adjust for sales-cycle lag yourself if it matters.
- Not included: retention or customer-success costs, discounts given to win deals, and free-trial users who never converted.
- Treat the result as an estimate; attribution of customers to channels is rarely exact.
Results are estimates based on the figures you enter. They are not guarantees and not financial advice.
How CAC is measured
Customer acquisition cost is the total sales and marketing spend in a period divided by the number of new customers gained in that period. The blended figure averages every channel, including customers who arrived with no paid effort. If you also know how many customers came from paid channels, paid-only CAC isolates what advertising really costs per customer. The spend breakdown shows which cost lines dominate, so you can see whether the cost is driven by media, headcount or tooling. CAC is only meaningful next to what a customer is worth, so pair it with lifetime value and payback period.