Product management glosary

Customer Acquisition Cost (CAC)

What is Customer Acquisition Cost (CAC)?

Customer Acquisition Cost (CAC) is a metric used by businesses to determine the cost of acquiring a new customer. It is the total cost of sales and marketing efforts divided by the number of new customers acquired during a specific period.

Why is CAC important?

CAC is an important metric for businesses because it helps them understand how much they are spending to acquire new customers. By knowing the cost of acquiring a customer, businesses can determine if their sales and marketing efforts are effective and if they are generating a positive return on investment (ROI).

How to calculate CAC?

The formula for calculating CAC is:

CAC = Total Sales and Marketing Costs / Number of New Customers Acquired

For example, if a business spends $10,000 on sales and marketing efforts and acquires 100 new customers, the CAC would be $100.

How to reduce CAC?

Reducing CAC can be a challenge for businesses, but there are several strategies that can be implemented to lower the cost of acquiring new customers:

  • Improve targeting: By targeting the right audience, businesses can increase the likelihood of acquiring customers who are more likely to convert, which can reduce the overall cost of acquisition.
  • Optimize marketing channels: By analyzing which marketing channels are generating the most customers, businesses can focus their efforts on the most effective channels and reduce spending on less effective channels.
  • Improve customer retention: By retaining existing customers, businesses can reduce the need to acquire new customers, which can lower the overall cost of acquisition.


Customer Acquisition Cost (CAC) is an important metric for businesses to understand as it helps them determine the cost of acquiring new customers. By calculating CAC and implementing strategies to reduce it, businesses can improve their ROI and increase profitability.