GlenCalc

Customer acquisition cost calculator

Customer acquisition cost is what you spend on sales and marketing to win one new customer. The payback period shows how long that customer takes to cover it.

Include salaries, commissions and tools.

Your answer

Customer acquisition cost$300.00
Payback period7.5 months
Total sales and marketing spend$30,000.00

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How we worked it out

Updated as you change the numbers.

  1. $30,000.00 ÷ 100 customers.
  2. Payback: CAC ÷ (monthly revenue per customer × gross margin).

Method and assumptions

CAC = sales and marketing spend ÷ new customers won in the same period. Payback = CAC ÷ monthly gross profit per customer.

Questions

What is CAC if I spend $30,000 and win 100 customers?

$300. At $50 a month and an 80% gross margin, that takes 7.5 months to pay back.

Sources

Method and figures checked on October 31, 2026. Every worked answer on this page is covered by an automated test. Found a mistake? Tell us.

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