What is Customer Acquisition Cost, and Why is it Important?

Customer acquisition cost( also known as CAC) is, as the epithet implies, the cost a business incurs in its attempts to acquire brand-new clients. The CAC number is a critical metric for any company interested in monitoring its marketing return on investment( ROI ).

More and more corporations are quantifying their CAC than ever before. For one reason, it’s a more accessible metric to measuring with digital marketing. Secondly, CAC has become an integral metric for companies that are making marketing decisions based on data.

Because digital marketing can target specific groups of patrons, evaluating CAC is much easier. Traditional marketing channels are difficult to target specific groups of clients, making this metric much less impactful.

When analyzing your customer acquisition expenditure, it is also essential to include your customer’s lifetime value( LTV ). Customer Lifetime Value represents the value that a customer represents to a business for the length of time that your customer will do business with you.

How much would you pay to get a customer?

Depending on your business, the LTV of your clients will vary. As two examples, a grocery store will see its typical customer once a few weeks. Consumer relationships with grocery stores go on for years. It takes a sizable occurrence to get a consumer to move away from their convenience store of choice.

Let’s say that a typical customer will shop at their favorite convenience store once a few weeks. Let’s further assume that an average shopping trip for these consumers outcomes in $100 revenue. If these averages stand the same over a year, the lifetime value of that client is $5,200.

If you pay too much to get this patron, then you’re going to lose money on this client. If you don’t salary enough, you’ll never get them to become a customer. According to the Food Industry Assoc. the net profit for a grocery store after taxes is 3.0% . With this in brain, a client that generates annual revenue of $5,200 represents a profit to the store of $156.

Let’s take a look at a different scenario.

This time your company is Apple. It is reported that Apple constructs 35%+ on their iPhone so let’s look at this and realize what the LTV is for an Apple iPhone customer.

Apple liberates a new iPhone every year. Let’s say that a typical iPhone customer supplants their iPhone every other year. This year’s iPhone 13 Pro sells for a minimum of about $1,000. With a 35% earning, Apple will make about $350 on every phone it sells.

If we assume that an average Apple iPhone customer will be pursued buying Apple iPhones for the next six years( every other time ), that’s a LTV of $2,100. The amount of marketing dollars you are eligible to invest to gain one Apple iPhone customer is dramatically more than you can spend to get one brand-new grocery customer.

It’s not about the amount; it’s about knowing.

Regardless of whether your corporation is a grocery store or a technology label, this is not about the amount of money you have to spend but instead the importance of knowing what is necessary invest. As stated earlier, invest too little, and you won’t attract new customers, invest too much, and you’ll be out of business.

What’s Included In Customer Acquisition Cost

There are a couple of ways to measure CAC. One course is to say that every customer is worth a dollar be used in your CAC formula. Spend $ 1,000 and get 1,000 patrons, and your CAC is $1.00.

We don’t subscribe to this calculation because of the lifetime value element to a customer’s appreciate. We feel that you have to look at the totality of a patron relationship.

To arrive at the second method of measuring CAC, preserving the customer’s entire value in mind, you need to add up all of the costs associated with getting a brand-new client, generally marketings and marketing costs over a year. Then divide that quantity by the lifetime value( LTV) of clients you acquired in the same period.

Customer acquisition rate formula

Marketings/ Marketing Cost $10,000 Customers Acquired 10 Customer Lifetime Value $156.00 Customer Acquisition Cost $6.41 How To Reduce CAC

If you find that your patron acquisition cost is too high, there are a couple of strategies that you can use other than cutting your marketings violence or slashing your marketing budget.

Increase Sales Instances: The first strategy you can employ is to entice your customers to shop with you more frequently. It’s no accident that Apple grows a brand-new iPhone every year. Increase Retention: Keep your customers shopping with you for a longer period of time. Why do people continue to go to the same grocery store week after week? What is the life expectancy of your clients? What can you do to get them to stay with you longer? The longer they stay here with you, the highest their LTV. It may help to improve your online customer service. Add On Sales: When was the last time you purchased a phone and didn’t get a brand-new instance? What about a service plan? Increasing the overall quantity of a transaction, especially with high-profit pieces, the lower your CAC will be. Marketing Automation: Utilizing marketing automation tools will help improve a better quality of results that are in your system, lowering your marketing costs. Marketing automation will likewise reduce wasted sales calls to potential customers that aren’t ready to buy. This retains your marketings force-out be concentrated on expectations that can convert. Target Marketing: Stop running marketing campaigns based on impressions! Start running marketing campaigns based on specific targets. People that make up the most likely to become a customer attain so much more sense and dramatically reduce your marketing expenses from the old traditional method of casting a wide net.


By not knowing what your customer acquisition cost is, there’s a real alternative that your current marketing dollars are underperforming or you’re spend marketing dollars in areas that aren’t getting you maximum results.

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