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Customer Acquisition Cost

Calculate blended customer acquisition cost from acquisition spending and new paying customers.

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Calculate blended customer acquisition cost from sales, advertising, acquisition staff and other marketing costs divided by new paying customers.

Enter your business figures

Acquisition ad spend for the reporting period.

Acquisition-related sales costs; exclude staff amounts entered below.

Allocate salaries, benefits and agency fees consistently; avoid double-counting.

Acquisition tools, content and other attributable costs not already included.

First-time paying customers from the same period; exclude repeat customers.

Each successful calculation uses one of this tool’s 8 daily free uses. Editing, resetting and invalid inputs use none. Your figures remain in your browser.

Worked example

Example output from the starting values. Enter your figures and press Calculate for your result.

Total acquisition costs
15,000 currency units
New paying customers
100 customers
Blended customer acquisition cost
150 currency units / customer

Formula

Total acquisition costs = advertising + sales + acquisition staff/agency + other acquisition costs. Blended CAC = total acquisition costs ÷ new paying customers.

How to use this calculation

(10,000 advertising + 2,000 sales + 2,500 staff + 500 other) ÷ 100 new customers = 150 currency units per new customer.

  • Use the same reporting period and one currency for costs and customer counts. Costs may precede conversion, so compare periods consistently and account for your sales-cycle lag.
  • This is a blended business-level CAC, not channel attribution. Retention spending and returning customers should not inflate acquisition counts; apply a documented allocation policy for shared costs.
  • A zero acquisition cost can be valid if all included costs are genuinely zero, but zero new customers makes CAC undefined. This tool does not infer profit, customer lifetime value or payback time.

Formula reference: Shopify: Customer Acquisition Cost. General planning information, not a guarantee of business results.

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