Customer Acquisition Cost (CAC)
What it costs you on average to win one new customer, including marketing and sales.
By Tanguy De Keyzer · Founder & digital strategist
What is CAC?
Customer Acquisition Cost is the average cost to win one new customer. You divide your total marketing and sales costs over a period by the number of new customers in that same period.
CAC = total acquisition costs ÷ number of new customers
Why it counts
CAC tells you whether your growth is healthy or expensive. If you spend €200 to win a customer who only brings in €150, you lose money on every sale. CAC only takes on meaning in relation to the lifetime value (LTV): a healthy ratio is usually LTV ≥ 3× CAC.
How to lower it
Better targeting, higher conversion rates and stronger retention (so that referrals bring in new customers for free) structurally push down your CAC.
From theory to growth.
We turn Customer Acquisition Cost into measurable results for your business.