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Business

Customer Acquisition Cost Calculator

Calculate marketing and sales cost for each new customer.

MyToolPantry.comCustomer Acquisition Cost Calculator

Customer Acquisition Cost Calculator result

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Scenario AAll assumptions are visible.
Primary result$100.00Customer acquisition cost
Total acquisition spending$15,000.00Customer acquisition cost$100.00Marketing share of acquisition spend66.67%Total cohort gross profit before acquisition cost$36,000.00Cohort gross profit after acquisition spending$21,000.00Gross profit after acquisition cost per customer$140.00Customers whose gross profit equals cohort acquisition spend63
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Formula, assumptions & limitations

Inputs used: Marketing cost ($); Sales cost ($); New customers; Average gross profit per new customer before acquisition cost ($).

Method: CAC = (marketing cost + sales cost) ÷ new customers acquired in the same attribution period. Cohort gross profit coverage compares the cohort's entered gross profit with that acquisition spending.

Match costs and customers to the same cohort and window. Gross profit, not revenue, is used for the coverage comparison. Retention, repeat purchases, refunds, overhead and attribution errors are excluded.

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How this tool works

Customer acquisition cost is the selected sales and marketing acquisition spend divided by the number of new customers acquired in the same period.

Assumptions

Sales and marketing costs and acquired customers use the same cohort and attribution window. The optional gross-profit input is per new customer before acquisition spending.

Limits to know

Acquisition spend and new customers must use the same channel and period. Brand activity, repeat buyers, sales-cycle lag, refunds, and attribution choices can materially change CAC.