Customer Acquisition Cost (CAC)

What is Customer Acquisition Cost (CAC)

Customer acquisition cost (CAC) is the total cost of acquiring a new customer. It includes all costs associated with sales and marketing, such as advertising, marketing salaries, and commissions. CAC is an important metric for businesses to track, as it can help them determine how efficiently they are spending their resources and whether or not their marketing campaigns are effective.

How to calculate CAC

To calculate CAC, you need to divide your total sales and marketing costs by the number of new customers you acquired over a given period of time. For example, if you spent $100,000 on sales and marketing in a quarter and acquired 1,000 new customers, your CAC would be $100 per customer.

Why is CAC important?

CAC is important for businesses because it can help them determine whether or not their marketing campaigns are profitable. If your CAC is higher than your customer lifetime value (CLTV), then you are losing money on each new customer you acquire.

How to reduce CAC

There are a number of things businesses can do to reduce their CAC, such as:

  • Focus on high-converting channels. Not all marketing channels are created equal. Some channels, such as search engine optimization (SEO) and content marketing, tend to produce more qualified leads than others. By focusing your marketing efforts on the channels that are most likely to convert, you can reduce your CAC.
  • Invest in customer retention. It is often cheaper to retain an existing customer than to acquire a new one. By investing in customer retention programs, such as loyalty programs and customer service, you can reduce your overall CAC.
  • Automate your marketing processes. Automating your marketing processes can help you save time and money. For example, you can use marketing automation software to send automated email campaigns and social media posts.
  • Track and measure your results. It is important to track and measure your marketing results so that you can see what is working and what is not. This will help you to identify areas where you can improve your CAC.


CAC is an important metric for businesses to track and measure. By reducing your CAC, you can improve your profitability and grow your business more efficiently.

Additional tips for reducing CAC

  • Target the right audience. The more targeted your marketing campaigns are, the more likely you are to reach potential customers who are interested in what you have to offer. This can help you to reduce your CAC by attracting more qualified leads.
  • Personalize your messaging. People are more likely to respond to personalized messages than to generic ones. By personalizing your marketing messages, you can increase your conversion rates and reduce your CAC.
  • Offer value-added content. One of the best ways to attract qualified leads is to offer valuable content, such as blog posts, e-books, and webinars. This type of content can help you to position yourself as an expert in your field and build trust with potential customers.
  • Make it easy for people to buy from you. The easier it is for people to buy from you, the more likely they are to do so. Make sure that your website is easy to navigate and that your checkout process is simple.

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