Free worksheet · 2 pages · PDF

Calculating the Cost of Customer Acquisition

Customer acquisition cost is your total marketing and sales spend for a period divided by the number of new customers you won in that period. This two-page fillable worksheet walks you through each cost line so nothing gets left out, then helps you read the result against customer lifetime value. It is for owners and sales or finance leaders who want a real CAC number before they change spend.

What's inside

  • The CAC formula: marketing costs plus sales costs, divided by new customers acquired
  • Fillable marketing cost section: salaries, bonuses, related employee expenses, advertising and other spend
  • Fillable sales cost section: salaries, bonuses, related employee expenses and other spend
  • Guidance on keeping the period consistent and running the final calculation
  • How to compare CAC with customer lifetime value
  • A reference table of average CAC by industry

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