How to use this tool
Replace the example values with your own inputs. Results update as you type. Keep your measurement period and definitions consistent, then use the result to inform the next question in your advertising review.
The formula
CAC = (marketing costs + sales costs) ÷ new customers.
Worked example
10,000 marketing costs plus 5,000 sales costs, divided by 150 new customers, gives CAC of 100.
What the result can tell you
Include salaries and agency fees where relevant. Account for the lag between sales activity and customer acquisition when comparing periods.
Is it free, and where do my inputs go?
The tool runs in your browser without an account or an ad-platform connection. Calculation inputs are not sent to WhatWins. If you save a scenario, it stays in this browser on this device.