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Unitly

CAC Calculator

CAC is what a customer truly costs: all sales and marketing spend divided by customers won. It's half of the LTV:CAC ratio that investors and operators use to judge whether growth is sustainable.

Inputs

Ads, tools, salaries, agencies — everything.

Results

CAC

$80.65

Spend per customer (rounded)
$80.65

Fully-loaded CAC (including salaries and tools) is the honest version. Ad-spend-only CAC understates the real cost of growth.

Formula

CAC = Total Sales & Marketing Spend ÷ New Customers

FAQ

What CAC is acceptable?

Only relative to LTV — a 3:1 LTV:CAC ratio is the common health threshold, so CAC should generally be around a third of customer lifetime value or less.

Should I use a blended or paid-only CAC?

Both. Blended shows the whole machine; paid-only shows channel efficiency. Divergence between them tells you how much organic is subsidizing paid.