Collect the matching inputs.
Combine media, agency, creative and the agreed acquisition share of team costs. Identify customers by their first valid purchase; use a consistent period and account for conversion lag.
← All ecommerce KPIs
Acquisition · CACCustomer acquisition cost.
Customer acquisition cost.
Know the cost of a new customer.
Customer acquisition cost divides acquisition-related spending by the number of first-time customers acquired. State whether the measure includes only paid media or the full cost of acquisition.
Start with your numbers.
CAC calculator
01 / The definitionWhat is
What is
customer acquisition cost?
Customer acquisition cost divides acquisition-related spending by the number of first-time customers acquired. State whether the measure includes only paid media or the full cost of acquisition.
Cost per order includes repeat customers. Blended CAC and channel-attributed CAC answer different questions and should be labeled separately.
02 / The measurementA clear formula.
A clear formula.
A useful comparison.
CAC =Acquisition sales and marketing costs ÷ New customers acquired
Read the result in context.
Compare cohorts by first-order contribution and observed repeat value. A sustainable CAC depends on both margin and how quickly customers repay acquisition spend.
Document the comparison.
Keep the reporting dates, population, exclusions and calculation with every result. Show underlying counts as well as the average or rate, so a small sample does not look more conclusive than it is.
Illustrative example
From inputs to insight.
- Acquisition sales and marketing costs
- 15,000
- New customers acquired
- 300
- CAC
- €50.00
€50 CAC. The example assumes €15,000 of acquisition costs and 300 first-time customers.
Try your numbers ↑03 / Industry benchmarksContext first.
Context first.
Targets second.
Compare cohorts by first-order contribution and observed repeat value. A sustainable CAC depends on both margin and how quickly customers repay acquisition spend.
We have not verified a public industry benchmark that matches the exact definition used on this page. A precise-looking generic range would hide important differences between businesses.
Build your own benchmark
Start with a comparable baseline.
01
Match the population.
Choose the category, channel or customer cohort you can compare consistently.
02
Let the data mature.
Use complete periods and allow the purchase, attribution or returns window in your definition to close.
03
Test a specific opportunity.
Set a target from your economics and observed variation. Keep conversion and contribution in view.
04 / Clerk customer evidenceReal stories.
Real stories.
Clear measurement limits.
We have not verified a published Clerk customer case with a quantified customer acquisition cost result matching this page’s definition.
What would count as useful evidence?
A case reporting acquisition sales and marketing costs and new customers acquired, with the time window and comparison method. General revenue growth or a related engagement metric does not establish this result.
Customer stories describe individual implementations. They are not industry benchmarks, guarantees or standardized causal tests.
05 / Put it into practice
Know the cost of a new customer.
Reduce wasted acquisition by aligning landing pages with shopper intent and measuring the quality of acquired customers after their first order.
06 / Common questionsA little more
A little more
clarity.
How do I calculate customer acquisition cost?
Acquisition sales and marketing costs ÷ New customers acquired. €50 CAC. The example assumes €15,000 of acquisition costs and 300 first-time customers.
What should I check before comparing results?
Cost per order includes repeat customers. Blended CAC and channel-attributed CAC answer different questions and should be labeled separately.
What is a good customer acquisition cost?
Compare cohorts by first-order contribution and observed repeat value. A sustainable CAC depends on both margin and how quickly customers repay acquisition spend.
Does a higher attributed result prove incremental growth?
No. Attribution connects an interaction with an outcome under a reporting rule. To estimate what a change added, compare randomly assigned treatment and control groups using the same eligible population and a predefined measurement window.
Keep learning
Connect the numbers.
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