What does each new customer really cost?

Enter spend, customers, and timeframe. Get CAC and a path to check LTV, payback, and channel return before you scale.

Enter your total marketing and sales expenses
How many new customers you gained
Period over which customers were acquired

What this helps you decide

CAC shows what you pay for each new customer so you can judge whether acquisition is efficient enough to scale, or whether conversion and channel mix need work first.

  • Cost per acquired customer
  • Monthly spend and acquisition pace
  • Next step toward LTV and payback
  • Shareable link for team review

Acquisition feel expensive?

fisagency helps values-led brands find where CAC waste lives and what to fix before raising spend.

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Decisions

CAC questions founders ask

Use these before you cut a channel or raise budget.

What should count toward CAC?

Include media, creative, tools, sales commissions, and the people time that closed the customer. Soft costs left out make CAC look cheaper than the business can defend.

When is CAC too high?

When it cannot recover against LTV and payback within a window your cash can support. A common planning target is LTV at least about 3x CAC, with payback that fits your runway. Benchmarks are directional.

CAC looks fine. What should I check next?

Validate LTV, break-even timing, and channel ROAS. Efficient CAC with weak retention or long payback can still be a bad scale decision.

Should I lower CAC before I scale spend?

Usually yes when CAC is high relative to margin and LTV. Fix conversion, creative, and channel mix first. Scaling a leaky funnel multiplies waste.

How often should I recalculate CAC?

Recalculate when spend mix, creative, or offer changes. Monthly is enough for most teams; weekly when you are actively testing paid channels.