SaaS CAC Calculator
Work out what a new customer really costs you. Sales plus marketing spend divided by customers won, with benchmarks for B2B SaaS.
Your CAC
What it measures
Customer acquisition cost is everything you spend on sales and marketing in a period, divided by the customers that spend produced. Salaries, tools and media all belong in the numerator.
Why it matters
CAC on its own says little. Against LTV it tells you whether growth makes money or burns it. A business with a 3:1 LTV to CAC ratio can push harder; one below 1:1 is paying to shrink.
A worked example
Spend 50,000 across sales and marketing in a quarter and close 25 customers, and each one cost you 2,000. If those customers are worth 6,000 over their life, the maths works.
How to read and improve it
Cut CAC by fixing conversion before adding spend: tighter targeting, better landing pages and faster speed to lead all lower the denominator without touching budget.
Frequently asked questions
What should CAC include?
All sales and marketing costs for the period: salaries, agency fees, media spend and tooling. Leaving people costs out flatters the number and hides the real economics.
What is a good CAC for SaaS?
There is no universal number. Judge it against LTV. A ratio of 3:1 LTV to CAC is the common healthy mark for B2B SaaS.
More in SaaS metrics: Customer Lifetime Value Calculator · Churn Rate Calculator · MRR Calculator
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