CAC · Calculator

Customer Acquisition Cost

Total sales & marketing spend divided by new customers acquired. Pair with payback to know whether growth is efficient.

Inputs

Sales & marketing spend

$50,000

$0$1,000,000

New customers acquired

100

110,000

Monthly ARPU

$120

$0$5,000

Gross margin

80%

0%100%

Live Output

CAC

$500.00

Investigate channel mix

Payback period

5.2 mo

Best-in-class

Notes

Include fully-loaded costs: ad spend, salaries, tools, agency retainers.
Payback under 12 months is best-in-class for B2B SaaS.

Monthly Recurring Revenue

MRR

→

Annual Recurring Revenue