Customer Acquisition Cost Calculator
Calculate CAC from marketing spend, sales spend, and new customers. Enter your spend and customer count to get total acquisition spend, cost per customer, and the marketing/sales split of that cost.
Input
Ad spend, content, tooling, and marketing team costs for the period.
Sales team salaries, commissions, and tools for the same period.
Customers won during that period, from both spend sources combined.
Output
| Metric | Value |
|---|---|
| No data yet | |
Guides
The Customer Acquisition Cost (CAC) Calculator turns your marketing spend, sales spend, and new-customer count into the cost to win one customer — plus how much of that cost came from marketing versus sales.
The formulas
Total Acquisition Spend = Marketing Spend + Sales Spend
Customer Acquisition Cost (CAC) = Total Acquisition Spend ÷ New Customers
Marketing Share of Spend = Marketing Spend ÷ Total Acquisition Spend × 100
Sales Share of Spend = Sales Spend ÷ Total Acquisition Spend × 100Splitting spend by source matters: a $40 CAC built mostly from ad spend is a different problem to fix than a $40 CAC built mostly from a sales team's salaries and commissions, even though the headline number is identical.
How to use it
- Enter Marketing Spend — ad spend, content, tooling, and marketing team costs for the period.
- Enter Sales Spend — sales team salaries, commissions, and tools for the same period.
- Enter New Customers — how many customers you won during that period, from both sources combined.
Results update instantly and show total spend, CAC, and the marketing/sales split.
Pairing CAC with lifetime value
CAC on its own only tells half the story — pair it with our Customer Lifetime Value Calculator to get the LTV:CAC ratio. A ratio below 3:1 usually means you're spending too much to acquire customers relative to what they're worth; above 5:1 can mean you're under-investing in growth.
Privacy
All calculations run entirely in your browser. Your spend figures are never uploaded or stored.
Use it from code
From 3 credits per callREST API
curl -X POST https://api.iotools.cloud/v1/tool/customer-acquisition-cost-calculator \
-H "Authorization: Bearer YOUR_API_KEY" \
-H "Content-Type: application/json" \
-d '{
"marketingSpend": "5000",
"salesSpend": "3000",
"newCustomers": "200"
}'Swap in your own key from your account. The tool's fields are the body — no wrapper.
Ask an AI agent
Use the IOTools `customer-acquisition-cost-calculator` tool (Customer Acquisition Cost Calculator) on this input:
YOUR_INPUT_HEREPaste this at any agent connected to the IOTools MCP server, then add your input.