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Customer Acquisition Cost (CAC) Calculator

Estimate all-in sales and marketing cost per new paying customer using a consistent period and customer definition.

An analyst workspace with comparison charts and product examples.

Enter your own figures below. Calculations happen in your browser; this form does not submit your values to NewswireJet.

Customer Acquisition Cost (CAC) Calculator

Use costs and outcomes from the same scope and reporting period.

Your result

Sales and marketing acquisition cost$0
New paying customers0
Average customer acquisition cost$0

An average cost is descriptive. It does not establish lead quality, customer value, profit, or that one channel alone caused the result.

How to calculate CAC

Divide the complete cost in the chosen scope by the number of qualifying outcomes in the same analysis period. For $50,000 in acquisition-related sales and marketing cost and 250 new paying customers, CAC is $200. Include relevant people, tools, content, agency, and media costs; do not count trial sign-ups as paying customers.

Compare like with like

Define an outcome before counting it, document the cost categories included, and allow for conversion delays. If there are no qualifying outcomes, the average cost per outcome is undefined. Do not compare a narrow media-only cost with an all-in sales-and-marketing cost as if they were the same measure.

Stripe: CAC calculation and scope.