Formula To Calculate Customer Acquisition Cost(CAC) :

CAC is the cost of winning a customer to purchase a product/service. As an important unit economic, customer acquisition costs are often related to customer lifetime value (CLV or LTV).

The simple method divides the total marketing costs to acquire new customers by the total number of customers acquired in a defined period.

In Simple form,

Customer Acquisition Cost (CAC) = Marketing CostsNumber of Customers Acquired

In Complex form,

In addition to the costs incurred in marketing, the complex method includes sales and marketing wages, software costs for sales and marketing, all additional professional services such as designers, consultants, etc., as well as other overhead costs.

Customer Acquisition Cost (CAC) = (Marketing Costs + Wages + Software + Outsourced Services + Overhead for Marketing & Sales)Number of Customers Acquired