Accounting Customer Acquisition Cost (Annual) Calculator Examples
Worked annual CAC examples showing how advertising, sales, and marketing costs translate into cost per new customer.
These examples show how the annual customer acquisition cost calculation changes with different cost structures and new-customer volumes. In every case, annual included acquisition costs are divided by customers acquired for the first time during that same year.
Small service business with modest acquisition spending
A business acquired 120 first-time customers during the year.
Input Summary
Annual advertising spend
$12,000
Annual sales costs
$18,000
Other annual marketing costs
$6,000
New customers acquired
120 customers
Calculation Breakdown
- 1Calculate total acquisition costs$12,000 + $18,000 + $6,000$36,000
- 2Calculate annual CAC$36,000 / 120$300.00 per new customer
Result Summary
Calculate total acquisition costs
$36,000
Accounting Customer Acquisition Cost (Annual) Calculator
The estimated annual CAC is $300.00 per new customer from $36,000 of included acquisition costs.
Growing online business with higher paid media
The business acquired 1,200 first-time customers during the year.
Input Summary
Annual advertising spend
$180,000
Annual sales costs
$90,000
Other annual marketing costs
$30,000
New customers acquired
1,200 customers
Calculation Breakdown
- 1Calculate total acquisition costs$180,000 + $90,000 + $30,000$300,000
- 2Calculate annual CAC$300,000 / 1,200$250.00 per new customer
Result Summary
Calculate total acquisition costs
$300,000
Accounting Customer Acquisition Cost (Annual) Calculator
The estimated annual CAC is $250.00 per new customer.
Sales-led business with a smaller number of high-touch acquisitions
The business acquired 80 first-time customers during the year.
Input Summary
Annual advertising spend
$20,000
Annual sales costs
$140,000
Other annual marketing costs
$40,000
New customers acquired
80 customers
Calculation Breakdown
- 1Calculate total acquisition costs$20,000 + $140,000 + $40,000$200,000
- 2Calculate annual CAC$200,000 / 80$2,500.00 per new customer
Result Summary
Calculate total acquisition costs
$200,000
Accounting Customer Acquisition Cost (Annual) Calculator
The estimated annual CAC is $2,500.00 per new customer.
How to Read Your Results
Customer acquisition cost is an average cost per first-time customer, not the exact cost of every individual acquisition.
Total acquisition costs show the annual spend included in the calculation before it is divided by customer count.
Compare annual CAC only with periods that use a consistent definition of costs and new customers.
Use separate calculations when a blended company-wide figure hides meaningful differences by channel, product, or segment.
Assumptions & Important Notes
- All figures in each example cover one full year.
- Customers are counted only when first acquired, not when they renew or make repeat purchases.
- Each example includes only the advertising, sales, and marketing categories shown.
- Dollar amounts are illustrative estimates and do not represent benchmark CAC levels.
Related Examples
Frequently Asked Questions
Can I use these examples for a monthly CAC calculation?
The same formula can be used monthly, but all costs and new customers must cover the same month. Do not divide annual costs by monthly acquisitions.
Why can a business spend more and still have lower CAC?
CAC depends on both cost and customer volume. If new-customer growth exceeds the increase in included spending, average CAC can fall.
Should marketing payroll be included in the examples?
It can be included under other marketing costs when it supports acquisition and your business applies that treatment consistently.
Do repeat orders change the CAC result?
Not directly. This calculation uses first-time customers acquired, rather than repeat purchases or order count.
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