When to use this calculator
Estimate acquisition spending per new customer. Use a consistent attribution period and include the spending relevant to your definition.
Explore the marketing & customer calculators for other questions in this topic. For a related calculation, use the Customer Churn Rate Calculator: Calculate customers lost as a percentage of the starting customer base.
PUTTING IT INTO PRACTICE
Customer Acquisition Cost: a worked example
The values below are an illustrative example, not a recommendation. Replace them with measurements or assumptions that match your question.
| Input | Example value |
|---|---|
| Acquisition spending | 5,000 |
| New customers (integer) | 100 |
| Result | 50 per customer |
- Check the input labels and enter the example values above.
- Apply the relationship: CAC = acquisition spending ÷ new customers.
- The result is 50 per customer, rounded for display.
How to interpret your result
Use a consistent attribution period and include the spending relevant to your definition.
Define the event, audience and attribution window before calculating a rate. Clicks, customers and orders are different units. Acquisition cost and campaign CPA may cover different spending categories.
Frequently asked questions
Should I count unique users or total events?
Use the definition matching your metric. State it consistently because repeat events can produce a different rate from unique people.
How do I use the customer acquisition cost calculator?
Enter acquisition spending, new customers (integer). The result updates automatically. Use the units shown beside each input; the example values illustrate the method.
Which formula does this calculator use?
CAC = acquisition spending ÷ new customers.
What should I check before using the result?
Use a consistent attribution period and include the spending relevant to your definition.
How are results rounded?
Scalar numbers display up to six decimal places, with scientific notation for very large or small values. Text, fraction, date and schedule outputs use the format described on the tool. Intermediate calculations use JavaScript floating-point arithmetic. Keep sensible precision for your measurements.
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