CAC calculator
Turn acquisition spend into a comparable customer cost.
CAC = acquisition spend ÷ new customers
₹2,00,000 spent to win 800 new customers is a CAC of ₹250.
Calculated result—
How to read the result
- Count only new customers; repeat orders belong in retention, not CAC.
- Compare CAC with first-order contribution and with lifetime value.
- Include agency fees and creative costs if you want the true cost to acquire.
A blended CAC can hide channel and cohort differences. Your numbers tell you what you can afford; your rivals' ads tell you what the market is testing. See what Indian D2C brands are running.
Questions people ask
What is the formula?
CAC is acquisition spend divided by new customers acquired.
What should CAC be compared with?
Compare it with contribution per customer, payback assumptions and cohort economics.