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What is the difference?


Customer Acquisition Cost

Cost Of Goods Sold

What is it?

Customer Acquisition Cost (CAC) is the cost a business incurs to acquire a new customer. This includes the fully loaded costs associated with sales and marketing to attract a potential customer and to convince them to purchase, divided across all new customers.

The Cost Of Goods Sold (COGS) is the measure of costs incurred by a company to manufacture or resell a product. Costs typically include raw material and direct labour, but this varies from business to business, depending on the products or services that are being sold. COGS is the building block to understanding Gross Margin and Gross Margin Percent.


ƒ Sum(Sales Costs + Marketing Costs) / Count(New Customers)
ƒ Sum(Raw Material Costs + Direct Labour Costs)

Track this metric

Customer Acquisition Cost (Custom data source)

Xero Cost Of Goods Sold

QuickBooks Cost Of Goods Sold

Cost Of Goods Sold (Custom data source)

Published and updated dates

Date created: Mar 28, 2018

Latest update: Mar 26, 2021

Date created: Feb 3, 2019

Latest update: Oct 14, 2020