CAC Calculator

A lower CAC means more efficient growth, but it only matters relative to the value a customer brings. An LTV:CAC ratio of about 3:1 is a common healthy benchmark; much higher can mean you are under-investing in growth, much lower means acquisition is too expensive. A short payback period reduces cash-flow risk.

CAC = total sales & marketing spend ÷ new customers acquired. LTV:CAC ratio = lifetime value ÷ CAC. CAC payback (months) = CAC ÷ monthly revenue per customer.

CAC here divides the spend and customer count you enter, so it depends on which costs you include and the period you measure. It ignores attribution lags, organic acquisition, cohort differences and seasonality, and payback assumes steady revenue. Use it to compare channels and track efficiency over time, not as a precise single number.

Spending $50,000 to acquire 500 customers is a CAC of $100. With a $600 LTV, the LTV:CAC ratio is 6:1, which is healthy.

1. Enter your total sales and marketing spend for the period.
2. Enter the number of new customers acquired.
3. Optionally add lifetime value and monthly revenue per customer.
4. Read the CAC, ratio and payback.

• Leaving out some acquisition costs, such as salaries or tools.
• Counting customers from a different period than the spend.
• Judging CAC without comparing it to lifetime value.

The CAC Calculator works out your customer acquisition cost — the average spend to win one new customer. Add lifetime value or monthly revenue to see the LTV:CAC ratio and how long it takes to earn the cost back.

Founders, marketers and growth teams measuring the efficiency of their acquisition spend.

• Customer acquisition cost in one step.
• Optional LTV:CAC ratio with a health check.
• Optional CAC payback period in months.
• Private — your figures stay in your browser.

• Comparing CAC across channels or campaigns.
• Checking whether acquisition is profitable against LTV.
• Reporting unit economics to your team or investors.