How to Calculate Customer Acquisition Cost
Posted: Sat Feb 01, 2025 10:54 am
There are many ways to calculate this important indicator. At the first stages, the cost of attracting a client can be determined using a simplified formula. The advantage of this method is that it is less labor-intensive, although it allows for a preliminary assessment. Only advertising costs are taken into account, and the influence of other factors is neglected.
A simplified method for obtaining CAC looks like this:
CAC = Advertising costs / Number of acquired customers
It is enough to sum up the bolivia email list values of all expenses for conducting advertising campaigns (traffic channel) for the reporting period and divide the obtained value by the number of attracted clients. Using this method, an assessment of the effectiveness of different channels is determined for conducting a comparative analysis.
Let's imagine that it is planned to spend 200 thousand rubles on contextual advertising for one month. At the end of the reporting period, the client base has expanded by 40 users. Let's calculate the indicator:
CAC = 200,000 / 40 = 5,000 rub.
Therefore, the cost of attracting a client for a company is 5,000 rubles.
There are more complex and precise formulas for determining the CAC, taking into account other expenses: salaries of managers and marketers, cost of equipment and software (CRM, ERP), logistics, production and storage of products, etc. The indicators used must correspond to the accepted reporting period (week, decade, month, quarter, year).
CAC = (Advertising costs + Salaries + Equipment and software + Logistics + Other costs) / Number of clients received
Let's look at the example above: the advertising budget is 200 thousand rubles and the number of attracted clients is 40. Let's enter new data: Total salaries - 65 thousand rubles, software and equipment costs - 2 thousand rubles, logistics - 2 thousand rubles. We substitute the data into the formula and calculate the CAC:
CAC = (200,000 + 65,000 + 2,000 + 2,000) / 40 = 269,000 / 40 = 6,725 rub.
Taking into account other expense items, the company spends 6,725 rubles per month to attract one new customer.
As a rule, each company calculates this most important indicator in its own way, taking into account the specifics of its activities and depending on the market situation. It is necessary to strive to take into account all expense items related to customer acquisition activities. Only in this case can relevant results be obtained for analysis and development of a marketing strategy.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience.
A simplified method for obtaining CAC looks like this:
CAC = Advertising costs / Number of acquired customers
It is enough to sum up the bolivia email list values of all expenses for conducting advertising campaigns (traffic channel) for the reporting period and divide the obtained value by the number of attracted clients. Using this method, an assessment of the effectiveness of different channels is determined for conducting a comparative analysis.
Let's imagine that it is planned to spend 200 thousand rubles on contextual advertising for one month. At the end of the reporting period, the client base has expanded by 40 users. Let's calculate the indicator:
CAC = 200,000 / 40 = 5,000 rub.
Therefore, the cost of attracting a client for a company is 5,000 rubles.
There are more complex and precise formulas for determining the CAC, taking into account other expenses: salaries of managers and marketers, cost of equipment and software (CRM, ERP), logistics, production and storage of products, etc. The indicators used must correspond to the accepted reporting period (week, decade, month, quarter, year).
CAC = (Advertising costs + Salaries + Equipment and software + Logistics + Other costs) / Number of clients received
Let's look at the example above: the advertising budget is 200 thousand rubles and the number of attracted clients is 40. Let's enter new data: Total salaries - 65 thousand rubles, software and equipment costs - 2 thousand rubles, logistics - 2 thousand rubles. We substitute the data into the formula and calculate the CAC:
CAC = (200,000 + 65,000 + 2,000 + 2,000) / 40 = 269,000 / 40 = 6,725 rub.
Taking into account other expense items, the company spends 6,725 rubles per month to attract one new customer.
As a rule, each company calculates this most important indicator in its own way, taking into account the specifics of its activities and depending on the market situation. It is necessary to strive to take into account all expense items related to customer acquisition activities. Only in this case can relevant results be obtained for analysis and development of a marketing strategy.
Download a free selection of tools for calculating KPIs and increasing marketing metrics
Alexander Kuleshov
Alexander Kuleshov
General Director of Sales Generator LLC
Read more posts on my personal blog:
Over the past 7 years, we have conducted over 23,000 comprehensive website audits and I have learned that all of us as leaders need clear and working algorithms for our marketing and sales.
Today we will share with you 6 of the most valuable documents that we have developed for our clients.
Download for free and implement today:
Step-by-step guide to creating marketing KPIs
Template for calculating KPIs for a marketer
9 Examples of Universal Selling Commercial Proposals
Upgrade your CPs to close more deals
How to make KPI for the sales department so that profits grow by 20% or more?
Step-by-step template for calculating KPIs for OP managers
Checklist of 12 main indicators for website promotion
Find out what metrics are needed to properly optimize your website
40 Services for Working with Blog Content
We have collected the best services for working with content
How to define your target audience without mistakes?
A proven guide to defining a company's target audience.