CAC & LTV Calculator

Enter acquisition costs and customers to calculate CAC, compare to LTV, and estimate payback period.

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Enter Your Costs

Include marketing and sales costs for the period.

Marketing (paid ads, content, influencers, agency fees)

Sales & Overhead (sales team, tools, creative production)

Number of new customers in this period

Enter LTV (to calculate LTV:CAC ratio)

Average revenue per customer / month ($) (for payback period)

Customer Acquisition Cost (CAC)

Cost to acquire each customer

LTV:CAC Ratio

Enter LTV for ratio

CAC Payback Period

Time to recover acquisition cost

Acquisition Cost Breakdown

Marketing

Sales & Overhead

Total

What is CAC?

Customer Acquisition Cost (CAC) is the average cost to acquire a single paying customer during a specific period. It includes marketing and sales overhead related to acquiring customers.

How to Calculate

Add up all acquisition-related costs (marketing + sales/overhead) and divide by the number of new customers acquired.

Formulas

Total Acquisition Cost = Marketing + Sales & Overhead
CAC = Total Acquisition Cost ÷ Number of New Customers
LTV:CAC Ratio = LTV ÷ CAC
Payback Period (months) = CAC ÷ Average Monthly Revenue per Customer

Real-World Example

If you spend $25,000 on marketing and $5,000 on sales to acquire 500 customers, Total = $30,000 and CAC = $60 per customer (30,000 ÷ 500 = 60).

Why It Matters

Knowing CAC helps you judge channel efficiency, set realistic marketing budgets, and compare against LTV to ensure your acquisition strategy is sustainable.