Customer acquisition cost, or CAC, is a crucial metric for businesses looking to grow and expand their customer base.
By understanding how to measure and optimise your CAC, you can make informed decisions about your marketing and sales strategies, and ultimately drive more revenue for your business.

What is CAC and why is it important?

  • CAC, or customer acquisition cost, is the total cost incurred by a business to acquire a new customer.
  • This includes all marketing and sales expenses, such as advertising, promotions, salaries, and commissions.
  • CAC is important because it helps businesses understand the effectiveness of their marketing and sales efforts, and whether they are generating a positive return on investment.
  • By optimising your CAC, you can improve your profitability and grow your customer base more efficiently.

How to calculate CAC.

  • To calculate your CAC, you need to divide your total marketing and sales expenses by the number of new customers acquired during a specific period of time.
  • For example, if you spent $10,000 on marketing and sales in a month and acquired 100 new customers, your CAC would be $100.
  • It’s important to track your CAC over time and compare it to your customer lifetime value (CLV) to ensure that you are generating a positive return on investment.
  • If your CAC is higher than your CLV, you may need to adjust your marketing and sales strategies to improve efficiency and profitability.

Ways to reduce CAC.

  • There are several ways to reduce your CAC and improve your profitability.
  • One strategy is to focus on targeting the right audience with your marketing efforts.
  • By identifying your ideal customer and tailoring your messaging and channels to reach them, you can increase the likelihood of acquiring high-value customers who are more likely to make repeat purchases.
  • Another strategy is to optimise your sales funnel to improve conversion rates and reduce the number of leads lost at each stage.
  • This can include tactics such as improving website design and user experience, offering incentives for sign-ups or purchases, and providing personalised follow-up communications to nurture leads.
  • Finally, consider partnering with other businesses or influencers in your industry to expand your reach and tap into new audiences.
  • By working together, you can share resources and expertise to drive down costs and increase your overall effectiveness.

The impact of CAC on business growth.

  • Customer acquisition cost, or CAC, is a critical metric for businesses looking to grow and scale.
  • By understanding how much it costs to acquire a new customer, businesses can make informed decisions about their marketing and sales strategies, and optimise their efforts for maximum ROI.
  • A high CAC can indicate inefficiencies in the sales funnel or targeting, while a low CAC can signal a strong value proposition and effective marketing tactics.
  • Ultimately, businesses that can lower their CAC while maintaining or increasing customer lifetime value will be better positioned for long-term growth and success.

How to track and analyse CAC over time.

  • Tracking and analysing your CAC over time is essential for optimising your customer acquisition strategy.
  • To do this, start by calculating your CAC for a specific period, such as a month or quarter. Divide your total sales and marketing expenses for that period by the number of new customers acquired during that same period.
  • Once you have this baseline CAC, you can track changes over time and identify areas for improvement.
  • For example, if your CAC increases, it may be time to reevaluate your targeting or sales tactics.
  • Conversely, if your CAC decreases, you may want to invest more in the channels or campaigns that are driving the most efficient customer acquisition.


It’s one of the most important tool to understand Customer Acquisition Cost to acquire new customer in Business


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