Customer Acquisition Cost (CAC) Calculator
How much does it cost to win one customer, and is it worth it?
Your numbers
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Your results
CAC
CAC
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LTV : CAC ratio
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Lifetime profit per customer
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Customer Acquisition Cost (CAC) Calculator by TheCalcTools
How the Customer Acquisition Cost (CAC) Calculator works
Add all marketing and sales costs for the period.
Enter how many new customers you acquired in the same period.
Compare CAC with the lifetime value of a customer.
The formula
CAC = (marketing + sales costs) ÷ new customersLTV : CAC = LTV ÷ CAC
Worked example
Using the default values shown in the calculator:
| Marketing spend | $18000 |
|---|---|
| Sales costs | $12000 |
| New customers | 150 |
| Customer lifetime value | $900 |
- CAC = ($18,000 + $12,000) ÷ 150 = $200.00.
- LTV : CAC = 900 ÷ 200 = 4.50.
Result:
| CAC | $200.00 |
|---|---|
| LTV : CAC ratio | 4.50 |
| Lifetime profit per customer | $700.00 |
Frequently asked questions
What is a healthy LTV to CAC ratio?
Many SaaS investors look for 3:1 or better. Below 1:1 you lose money on each customer.
What costs go into CAC?
Ad spend, content, salaries and commissions of marketing and sales staff, tools and overhead directly tied to acquisition.
Sources and further reading
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This calculator gives estimates for information only. Check important results independently before you rely on them. See our disclaimer.