Customer Acquisition Cost (CAC) Metric

Measure to total amount of capital it costs to gain a new customer.

Customer Acquisition Cost


By adding up sales and marketing costs for a given period, and dividing them by the number of new customers for that period, this metric gives your team insight into how much it costs your company to acquire a new customer. CAC measurements can include varying variable and fixed costs, depending on the depth of insight you want on your acquisition costs. CAC metrics can also be determined on an individual account basis, by breaking down costs more granularly.


Total marketing spend on customer acquisition/Total new customers

Reporting frequency


Example of KPI target

$142 per acquisition


Marketing Manager, Sales Manager


Average customer acquisition cost

Cost to acquire a new customer

Related Metrics & KPIs

Average Lead Score

Average Lead Score

Customer Share by Category

Customer Share by Category

Marketing Originated Customers

Marketing Originated Customers

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