2024 CODiE Finalist

Customer Acquisition Cost (CAC)

What is Customer Acquisition Cost (CAC)?

Customer Acquisition Cost (CAC) represents the total cost a company incurs to acquire a new customer. It is used to assess the efficiency and effectiveness of a company’s marketing and sales efforts, particularly in relation to acquiring new customers.

How is the CAC calculated?

The formula to calculate Customer Acquisition Cost is:

CAC = Total Marketing and Sales Expenses / Number of New Customers Acquired

  • Total Marketing and Sales Expenses: This includes all costs associated with marketing and sales activities aimed at acquiring new customers. It can encompass expenses such as advertising costs, marketing campaign expenses, salaries and commissions of sales and marketing personnel, software or tools used for lead generation and conversion, and any expenses related to short-term promotions or other similar activities.
  • Number of New Customers Acquired: This represents the count of new customers acquired during a specific period, typically over a month, quarter, or year, depending on the company’s measurement structure.

Why is CAC Important?

The CAC provides valuable insights into the efficiency of a company’s customer acquisition strategy. Here are a few key points to consider:

  • Optimal CAC: Ideally, a company wants to keep its CAC as low as possible while still acquiring high-quality customers. A lower CAC means that a company is efficiently acquiring new customers without overspending on marketing and sales efforts.

  • Lifetime Value (LTV) vs. CAC: Looking at the relationship between the Customer Acquisition Cost and the Lifetime Value of a Customer (LTV) is important. LTV represents the total revenue a company expects to generate from a customer throughout their entire relationship with the company. A healthy business model aims for the LTV to be significantly higher than the CAC, indicating that the company is earning more from each customer than it costs to acquire them.

  • Benchmarking: Comparing a company’s CAC to industry benchmarks and competitors can help a company gauge its performance and identify areas for improvement.

  • CAC Over Time: Tracking CAC over time can reveal trends and provide insights into the effectiveness of changes in marketing and sales strategies.

What is a Good CAC?

A good CAC (Customer Acquisition Cost) varies according to industry, business model, and the situation of the individual company, but a general rule for companies is to achieve a CAC that is:

Sustainable: The cost of acquiring customers should be sustainable for the long term and should not exceed the lifetime value of those customers (LTV). If a company’s CAC is higher than the LTV, the company’s CAC is likely unsustainable.

Competitive: A “good” CAC is industry competitive. It’s important that a company benchmark its CAC against its competitors. Being within a competitive range indicates that a company is not overspending to acquire customers.

Profitable: A business should be able to generate a profit after accounting for the cost of acquiring customers. A “good” CAC ensures that the business can still maintain healthy profit margins.

Scalable: Ideally, the CAC should allow for scalability. As a business grows, it should be able to increase its customer acquisition efforts without a linear increase in the cost per customer.

Efficient: A “good” CAC reflects efficient customer acquisition processes. This means that marketing and sales efforts are optimized to acquire customers cost-effectively.

Segmented: It’s important to analyze CAC for different customer segments. Some segments may have higher CAC but also higher LTV, making it a viable strategy. Understanding segment-specific CAC is valuable.

Context-Dependent: What’s considered a “good” CAC varies by industry. SaaS companies, for example, often have higher CAC due to the longer sales cycle, but they can afford it because of the recurring revenue model.

Lower than LTV: A business’ CAC should be lower than its customer’s lifetime value (LTV). This ensures that the value you receive from a customer over their lifetime exceeds the cost of acquiring them.

How to Reduce CAC?

Reducing Customer Acquisition Cost (CAC) is necessary to improve or maintain financial efficiency and profitability.

There are several ways to lower CAC:

Targeted Marketing

  • Identify and target the ideal customer profile (ICP) and focus marketing efforts on those most likely to convert.
  • Use data analytics and market research to understand your target audience better.

Referral and Word-of-Mouth Marketing

  • Encourage existing satisfied customers to refer new customers.
  • Offer incentives or rewards for successful referrals.

Content Marketing

  • Create high-quality, educational, and engaging content that attracts and retains customers.
  • Optimize content for SEO.

Social Media Marketing

  • Utilize social media platforms to engage with the target audience.
  • Run targeted advertising campaigns to reach potential customers.

Email Marketing

  • Develop personalized email campaigns to nurture leads and guide them through the sales funnel.
  • Use marketing automation to send targeted messages based on user behavior.

Inbound Marketing

  • Attract customers by providing valuable resources, such as e-books, webinars, and whitepapers.
  • Establish thought leadership in your industry to build trust and credibility.

Optimize Your Sales Process

  • Streamline sales process to reduce the number of touchpoints required for conversion.
  • Train your sales team to be more efficient and effective in closing deals.

Partnerships and Affiliates

  • Collaborate with partners or affiliates who can refer potential customers to your business.
  • Establish mutually beneficial referral programs.

Conversion Rate Optimization

  • Continuously optimize the corporate website and landing pages for conversion.
  • A/B test different elements to identify what works best.

Customer Retention

  • Invest in post-acquisition efforts to retain existing customers and increase their lifetime value.
  • Satisfied customers can become advocates, helping reduce CAC through referrals.

Leverage User-Generated Content

  • Encourage customers to create and share content related to your products or services.
  • User-generated content can enhance credibility and attract new customers.

Customer Segmentation

  • Segment your customer base and tailor marketing efforts to each segment.
  • This allows for more focused and efficient marketing campaigns.

Cost Reduction Strategies

  • Negotiate better rates with advertising platforms, agencies, or vendors.
  • Optimize ad spend to reduce wasted budget on underperforming channels.

Data Analysis

  • Regularly analyze your marketing data to identify which channels and campaigns are delivering the best results.
  • Allocate resources to the most effective channels.

Lifetime Value (LTV) Increase

  • Increase the lifetime value of  customers through upselling, cross-selling, and offering complementary products or services.

Competitor Analysis

  • Monitor  competitors’ strategies and learn from their successes and mistakes.
  • Identify gaps in the market where you can excel with a lower CAC.

Customer Surveys and Feedback

  • Gather feedback from customers to understand their needs and preferences.
  • Use this data to refine your products, services, and marketing strategies.

Remember that CAC reduction is an ongoing process and businesses should regularly assess strategies, measure results, and adjust  tactics to keep their CAC in check. It’s essential to maintain a balance between customer acquisition cost and the quality of customers you acquire.

Customer Acquisition Cost vs Lifetime Value

Customer Acquisition Cost (CAC) and Customer Lifetime Value (LTV)  provide insights into the cost of acquiring customers and the value they bring to a company over time.

There are important differences between the metrics:


  • CAC is the cost associated with acquiring a new customer. It includes all the expenses related to marketing, advertising, sales efforts, and any other activities directly aimed at acquiring customers.
  • Calculation: To calculate CAC, a business would add all costs incurred to acquire customers within a specific period and divide that by the number of customers acquired during the same period.
    • CAC = Total Marketing and Sales Costs / Number of Customers Acquired
  • Purpose: CAC helps businesses understand how much they need to invest to acquire new customers. It’s crucial for assessing the efficiency and effectiveness of marketing and sales efforts.


  • LTV is the total revenue a customer is expected to generate for a business over their entire relationship with your company. It accounts for not only the initial purchase but also ongoing transactions and potential upsells.
  • Calculation: LTV is calculated by multiplying the average purchase value, the average purchase frequency, and the average customer lifespan.
    • LTV = Average Purchase Value × Average Purchase Frequency × Average Customer Lifespan
  • Purpose: LTV is a valuable metric for understanding the long-term value of a customer. It helps businesses make informed decisions about customer acquisition, retention, and marketing strategies.

Relationship and Significance

CAC and LTV are interrelated. To assess the health of a business, it should compare CAC to LTV.  The LTV should be significantly higher than the CAC. This indicates that the value a business receives from a customer over their lifetime exceeds the cost of acquiring that customer.

A high LTV-to-CAC ratio is generally a positive sign, as it means that each customer acquired is likely to be highly profitable. A lower ratio may indicate inefficiencies in a business’ customer acquisition process or potential issues with customer retention.

Businesses should aim to maximize LTV while minimizing CAC. Reducing the CAC is important, but not at the expense of acquiring lower-value customers. It’s a balance that needs to be struck.

LTV and CAC also provide a basis for segmentation. Businesses can identify high-value customer segments and allocate more resources to acquire and retain those customers effectively.

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