Free tool
Customer Acquisition Cost Calculator
See what each new paying customer cost to acquire.
This customer acquisition cost calculator divides a clearly defined acquisition cost by unique new paying customers. It helps you read the result on its actual basis, whether you are checking advertising spend alone or including additional acquisition costs.
The customer count matters as much as the spend. Orders, repeat buyers and platform conversion claims can all inflate a denominator that is meant to represent new people. Use a deduplicated first-purchase customer count, then compare CAC with contribution on a compatible customer basis. The Acquisition Profitability Calculator helps test that cost against the contribution available to cover it.
Unique new customers · Matched acquisition scope · Observed cost
Matched acquisition scope
Use a consistent scope and cost basis for every figure.
The example is illustrative. Replace it with your own figures; results update as you type. Your entries stay in this page until you choose to copy them.
Need help finding your figures in Shopify?
Copy an input checklist for Sidekick. Store reports may not contain every cost or scenario assumption; verify the source and mark missing figures rather than guessing.
How this tool works
How CAC is calculated
Divide the acquisition costs included by new paying customers acquired in the matching window and scope. An ad-only CAC includes only the media spend entered. A broader CAC can include explicitly entered acquisition costs such as agency, creative or team costs; document the allocation rather than assuming everything is included.
Exclude existing customers from the denominator and avoid summing overlapping platform claims. A zero new-customer count makes CAC undefined, even when spend is zero. The result measures the selected period; it does not establish an affordable future CAC or prove advertising caused every acquisition.
CAC = included acquisition costs ÷ unique new paying customers.
The cost scope changes the answer
A brand spends $8,000 on advertising and acquires 200 unique new paying customers. Ad-only CAC is $40. Including $2,000 of additional acquisition costs on the same basis brings CAC to $50. The two figures answer different cost-scope questions.
Your full calculation
| Measure | Result · USD |
|---|---|
| CAC including entered acquisition costs | $48.0 |
| Ad-only CAC | $40.0 |
| Acquisition ad spend | $10,000.0 |
| Other acquisition costs | $2,000.0 |
| Total included acquisition spend | $12,000.0 |
| Unique new paying customers | 250 |
Questions & answers
Understanding your result
How is CAC calculated?
Divide the acquisition costs you include by the number of unique new paying customers acquired in the same scope and period. For example, $6,000 divided by 150 new customers gives a CAC of $40.
Should I divide acquisition spend by orders or customers?
Use unique new paying customers for CAC. One person can place several orders, and returning buyers are already acquired. Dividing spend by orders creates a cost-per-order measure with a different denominator.
What costs should I include in CAC?
For ad-only CAC, use the advertising spend entered. For a broader measure, include the specific acquisition costs you allocate, such as creative, agency or sales and marketing labor. Keep the definition consistent when comparing periods or channels.
Can I compare CAC directly with average order value?
Average order value is revenue per order, while CAC is cost per newly acquired customer. A useful acquisition decision also needs product and variable order costs, the share of new customers and any repeat contribution within a stated window. Revenue alone does not establish recoverability.