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CAC Calculator — Customer Acquisition Cost
Calculate your Customer Acquisition Cost (CAC) and payback period instantly with 2026 industry benchmarks across SaaS, eCommerce, Fintech, and B2B.
Start CalculatingCustomer Acquisition Cost (CAC) is the total sales and marketing cost required to acquire a single new paying customer. It is a vital unit economic metric used to assess growth sustainability and marketing efficiency.
CAC Formula
CAC = Total Sales & Marketing Spend ÷ New Customers Acquired
CAC Benchmarks by Industry — 2026
Updated July 2026| Industry | Typical CAC | Range | Visual Benchmark |
|---|---|---|---|
| ECommerce & Retail | $45 | $20–$100 | |
| B2B SaaS (SMB) | $390 | $200–$800 | |
| Enterprise Software | $1,450 | $800–$3,500 | |
| Financial Services / Fintech | $280 | $150–$600 | |
| Healthcare & Wellness | $120 | $60–$300 | |
| Real Estate & Property | $650 | $300–$1,500 |
Frequently Asked Questions
How do you calculate Customer Acquisition Cost (CAC)?
CAC = Total Sales & Marketing Expenses ÷ Number of New Customers Acquired. For example: $50,000 spent on marketing & sales to acquire 250 new customers = $50,000 ÷ 250 = $200 CAC.
What is the difference between Blended CAC and Paid CAC?
Blended CAC includes all marketing expenses, sales salaries, tools, and overhead divided by total customers (organic + paid). Paid CAC measures direct ad spend divided only by customers acquired through paid channels.
What is a good LTV:CAC ratio?
A healthy benchmark for SaaS and subscription businesses is 3:1 (LTV:CAC) — meaning customer lifetime value is 3x higher than acquisition cost. Anything below 1:1 means you lose money acquiring customers.
What is CAC Payback Period?
The payback period measures how many months it takes for a customer to generate enough gross profit to pay back their acquisition cost. Formula: Payback Months = CAC ÷ (ARPU × Gross Margin %).