Total marketing spend ($)Total marketing and advertising spend for the periodTotal sales spend ($)Total sales team costs for the period (salaries, tools, commissions)New customers acquiredNumber of new customers acquired in the same periodCustomer lifetime value ($)Average revenue per customer over their lifetime (optional)

Acquisition cost

Updates as you type

$200

Customer acquisition cost

Total acquisition cost$8,000

Marketing spend$5,000

Sales spend$3,000

New customers40

Humblytics matches ad spend to the customers each ad brought in, from Meta, Google Ads and Stripe. See revenue attribution →

Understanding CAC

What is CAC?

Customer Acquisition Cost is the total cost of acquiring a new customer, including all marketing and sales expenses. Formula: CAC = (Marketing Spend + Sales Spend) / New Customers Acquired.

Industry Benchmarks

Average CAC by industry: SaaS $200-$1,200, E-commerce $30-$150, Financial Services $300-$1,000, Education $100-$500, Healthcare $300-$900. B2B typically has higher CAC than B2C.

Common Questions

What's a good LTV:CAC ratio?

A 3:1 ratio is the gold standard, you earn $3 for every $1 spent acquiring a customer. Below 1:1 means you're losing money. Above 5:1 may mean you're under-investing in growth.

How do I reduce my CAC?

Improve conversion rates to get more customers from the same spend. Optimize ad targeting. Build organic channels (SEO, content, referrals). Reduce sales cycle length. Use analytics to cut underperforming channels.

Should I include all costs in CAC?

Include everything directly tied to acquiring customers: ad spend, content creation, sales salaries and commissions, tools, and agency fees. Exclude product development and general overhead for a cleaner metric.