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Аналитика / Продуктовые метрики

Customer Acquisition Cost (CAC)

CAC shows how much marketing and sales spending is needed to acquire one new customer.

Опубликовано: Обновлено:

АналитикаПродуктовые метрики

Формула

$$\text{CAC} = \frac{C_{\text{marketing}} + C_{\text{sales}}}{N_{\text{new customers}}}$$
line-chart CAC by channel

Track CAC over time and across sources to identify inefficient acquisition channels.

A rising CAC with flat volume often requires bid adjustment or creative changes.

Обозначения

$C_{\text{marketing}}$
Marketing spend in the period, currency
$C_{\text{sales}}$
Sales spend in the period, currency
$N_{\text{new customers}}$
Number of new customers acquired in the period, users

Условия применения

  • Attribute spend to the period where corresponding customers were acquired.
  • Credit any fixed overhead with a documented methodology.
  • New customers must be counted with a consistent deduplication rule.

Ограничения

  • Short windows can make CAC noisy due to campaign lag.
  • Attribution disputes can shift spend or customer assignment across periods.
  • Blended CAC can hide channel-level inefficiencies.

Подробное объяснение

CAC captures acquisition cost efficiency and is most valuable when compared to LTV.

Как пользоваться формулой

  1. Collect all acquisition-related costs for the same period.
  2. Count verified new customers.
  3. Divide and monitor by channel and cohort.
  4. Track CAC trend and compare with LTV.

Историческая справка

CAC is central to startup growth loops and marketing efficiency management.

Пример

Marketing = 420,000, sales = 80,000, new customers = 500. CAC = 500,000 / 500 = 1,000.

Частая ошибка

Including costs after acquisition (onboarding, support) in CAC without defining it clearly.

Практика

Задачи с решением

Channel CAC

Условие. Marketing = 120,000, sales = 60,000, new users = 600.

Решение. \text{CAC} = (120{,}000 + 60{,}000)/600 = 300.

Ответ. 300

Organic + paid mix

Условие. Marketing = 300,000, sales = 90,000, new users = 900.

Решение. \text{CAC} = (300{,}000 + 90{,}000)/900 = 433.33.

Ответ. 433.33

Дополнительные источники

  • SaaS Benchmarks, CAC Tracking Guide
  • GrowthLoop Academy, Acquisition Cost Modeling

Связанные формулы

Аналитика

Basic LTV

$\text{LTV} \approx \text{ARPU} \cdot \text{Gross Margin} \cdot L$

A practical LTV estimate multiplies average revenue per user by gross margin and average customer life.

Аналитика

Cohort retention rate

$\text{Retention} = \frac{N_{\text{active at end}}}{N_{\text{cohort start}}}\cdot 100\%$

Retention rate measures what percentage of a cohort remains active after a chosen period.

Аналитика

Conversion funnel step rate

$\text{CR}_{i\to i+1}=\frac{U_{i+1}}{U_i}\cdot100\%$

Step conversion shows how efficiently users move from one funnel stage to the next.