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Customer acquisition cost (CAC) calculator
Measure what each new customer really costs you over a given period.
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Formula
CAC = (marketing + sales team + tools + other) ÷ new customers
Example
MAD 24,000 spend ÷ 12 new customers = MAD 2,000 CAC.
Assumptions and limits
CAC depends on the accounting scope and attribution model you choose. Compare identical periods and document your assumptions.
Frequently asked questions
Should I include salaries?
Yes if you want a fully loaded CAC. Some teams only count variable spend: state your scope.
What if I have no new customers?
CAC is then undefined, not zero. The result states this limit explicitly.