Calculators · Free to use
Customer Acquisition Cost (CAC) Calculator
CAC is what it costs to win one customer. Enter total sales & marketing spend and customers acquired in the same period to get CAC, plus payback if you add ARPU and margin.
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How to use the cac calculator
- 1Enter total sales + marketing spend for a period.
- 2Enter the number of new customers acquired in that period.
- 3Optionally add ARPU and gross margin for months-to-payback.
This tool runs in your browser. The text, files and values you enter are not uploaded to our server.
About the cac calculator
Customer acquisition cost (CAC) is total sales and marketing spend divided by the customers that spend won, in the same period. Add ARPU and gross margin and this calculator also returns CAC payback — the months of margin needed to earn the acquisition cost back, the metric that really governs cash-efficient growth.
Frequently asked questions
Is this tool free?
Yes — completely free, no signup, no watermark and no limits. Startup OG funds the site through its directory and partner program, not paywalled tools.
How do you calculate CAC?
CAC = total sales + marketing spend in a period ÷ new customers acquired in that period. Include salaries, ad spend and tooling for a true (blended) CAC.
What is a good CAC payback period?
Under 12 months is generally healthy for SaaS; under 6 is excellent. Longer paybacks tie up cash and increase risk if churn rises.
What is the difference between blended and paid CAC?
Blended CAC divides by all new customers (including organic); paid CAC counts only customers from paid channels. Paid CAC is the honest number for scaling ad spend.