تكلفة اكتساب العميل (CAC)

Technical explanation

Basic CAC equals eligible acquisition costs divided by new customers acquired in the same period. A robust definition specifies included media, salaries, commissions, software, agency and overhead costs, the attribution window, and whether the calculation is blended or segmented.

Business relevance

CAC connects go-to-market spending with customer growth and helps teams assess channel efficiency, payback, unit economics and the sustainability of acquisition.

Implementation example

A business attributes £180,000 of sales and marketing costs to a quarter and acquires 300 new customers, producing a blended CAC of £600.

Limitations and common misconceptions

CAC changes materially with cost scope, attribution, sales-cycle length and customer definition. Blended averages can hide channel or segment differences, and CAC should not be interpreted without margin, retention and lifetime value.

المواضيع

Sources