Accounting Customer Acquisition Cost (Monthly) Calculator
Calculate your monthly customer acquisition cost by dividing total sales and marketing acquisition expenses by new customers gained.
Overview
This monthly customer acquisition cost calculator estimates how much your business spends, on average, to gain one new customer. Add advertising, acquisition-related marketing and sales payroll, other relevant costs, and the number of new customers acquired during the month.
How it works
The calculator adds the acquisition-related costs you enter for the month. It then divides that total by the number of new customers acquired in the same period. For example, if monthly acquisition costs are $13,000 and 40 customers are acquired, customer acquisition cost is $325 per customer. Consistent cost allocation and customer counting make month-to-month comparisons more useful.
How to use this calculator
- 1Enter your monthly advertising spend.
- 2Add the acquisition-related portion of marketing payroll.
- 3Add sales payroll and commissions connected to winning new customers.
- 4Include other relevant acquisition costs, such as agency fees or campaign software.
- 5Enter the number of new customers acquired in the same month.
- 6Review the cost per new customer and total acquisition spend.
Example Calculation
Monthly advertising spend
$5,000
Marketing payroll allocated to acquisition
$3,000
Sales payroll allocated to acquisition
$4,000
Other acquisition costs
$1,000
New customers acquired
40
Customer acquisition cost
$325.00
With total acquisition costs of $13,000 and 40 new customers, the estimated monthly customer acquisition cost is $325 per customer.
Frequently asked questions
What is monthly customer acquisition cost?
Monthly customer acquisition cost, often called CAC, is the average amount spent to acquire one new customer during a month.
What costs should be included in customer acquisition cost?
Common items include advertising, acquisition campaign costs, agency fees, relevant software, sales commissions, and the acquisition-related share of sales and marketing payroll.
Should customer retention costs be included in CAC?
Usually no. Retention, support, and account-management costs are commonly tracked separately unless your reporting policy specifically includes them.
How do I calculate monthly CAC?
Add all acquisition-related costs for the month and divide the total by new customers acquired in that same month.
Why can CAC change from month to month?
It can change with advertising prices, campaign mix, payroll allocation, sales cycles, promotions, and the number or quality of new customers acquired.
Can I use leads instead of customers?
No. CAC is normally based on acquired customers. To measure cost per lead, divide relevant marketing spend by the number of leads instead.
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Assumptions and warnings
Assumptions
- All included costs and new customers relate to the same monthly reporting period.
- Only costs that support acquiring new customers are included; retention and customer service costs are excluded unless intentionally added.
- Payroll amounts represent the acquisition-related portion of compensation rather than total payroll.
- Each new customer is counted once, using a consistent definition of a customer or paying account.
- Results are accounting estimates and depend on accurate cost allocation and customer records.
Warnings
- This calculator provides an estimate only and is not accounting, tax, or financial advice.
- Use consistent expense classifications and customer definitions when comparing results across months.