CAC calculator
Enter what you spent on sales and marketing and how many new customers it brought. See your customer acquisition cost, and what it would be if your page converted more of the same visitors.
Customer acquisition cost
$100.00
$5,000 spent for 50 new customers.
Same spend, a better page
At 2.00% (yours)
$100.00 per customer
At 2.50%
$80.00 per customer
At 3.00%
$66.67 per customer
Assumes the spend brings the same visitors and only the page's conversion rate changes: then CAC falls in proportion. Illustrations, not predictions.
The cheapest way to lower CAC
Customer acquisition cost is spend divided by customers. Most advice works on the spend: cheaper clicks, better targeting. The other half of the fraction is how many of those visitors become customers. If your page converts 2% and you get it to 3%, the same budget brings 50% more customers and CAC falls by a third. See where you stand with the conversion rate calculator.
CAC against what a customer is worth
A CAC only means something next to what a customer brings back over time. Work that out with the LTV calculator. If you run ads, the break-even ROAS calculator shows the most you can pay for a single sale.
To find what's costing your page customers, run it through the free landing page analyzer, or read how to increase website conversion rate.
Questions
How do you calculate customer acquisition cost?
Sales and marketing spend divided by the new customers it brought, over the same period. $5,000 for 50 new customers is a CAC of $100.
What should I include in the spend?
At least ads and paid tools. A fuller CAC also counts the time and people spent on sales and marketing. Pick a definition and keep it, so you compare like with like.
What is a good CAC?
One well below what a customer is worth to you. A common rule of thumb is a customer lifetime value of about three times CAC, but it depends on your margins and how fast you need the money back.
How does conversion rate affect CAC?
If the same spend brings the same visitors and more of them buy, each customer costs less. Going from 2% to 3% cuts CAC by a third.
Do you store what I enter?
No. The calculator runs in your browser; nothing you type is sent anywhere.