SaaS metrics
What is CAC (Customer Acquisition Cost)?
CAC is how much a company spends, on average, to acquire each new customer.
CAC (Customer Acquisition Cost) sums marketing and sales investments in a period and divides by the number of customers acquired. It reveals the efficiency of the acquisition engine.
CAC only makes sense compared to LTV: if you spend more to acquire than the customer generates, the model is unsustainable. That is why the LTV/CAC ratio is watched so closely.
Formula
CAC = (marketing + vendas) ÷ novos clientesUse it in practice
Pipeline Calculator
Frequently asked questions
What goes into the CAC calculation?
All marketing and sales investment in the period (media, salaries, tools) divided by customers acquired.
Is a high CAC always bad?
No, if LTV is proportionally higher. What matters is the ratio between spend and what each customer generates.