What this calculator does
Customer acquisition cost (CAC) works out what it costs, on average, to win one new customer, and how fast that cost is repaid. Enter your own figures above and the answer updates as you type: nothing is fixed in the code, so the result reflects exactly the numbers you supply.
The formula this calculator evaluates is printed under the tool and explained below, so you can check the working by hand or reuse it in a spreadsheet.
The formula
FormulaCAC = (Marketing cost + Sales cost) / New customers; Payback (months) = CAC / (Monthly revenue per customer × Gross margin)
The inputs explained
| Field | What to enter |
|---|---|
| Marketing spend ($) | A number, measured in your currency. Starts at 8000. |
| Sales cost ($) | A number, measured in your currency. Starts at 4000. |
| New customers acquired | A number. Starts at 120. |
| Average monthly revenue per customer ($) | A number, measured in your currency. Starts at 35. |
| Gross margin (%) | A number, measured in %. Starts at 70. |
Worked examples
Every figure in the tables below is produced by this page’s own calculator at build time, so the numbers and the tool always agree. Select any row to load that scenario.
How the answer changes with marketing spend
Every other input is held at the calculator’s starting values while marketing spend varies. Select any row to load that scenario into the calculator.
How the answer changes with marketing spend