Customer Acquisition Cost (CAC)

What is Customer Acquisition Cost?

Think of Customer Acquisition Cost as the money you need to spend to get a new Customer.

Detailed Explanation

Customer Acquisition Cost (CAC) in SaaS is the total amount of money spent to gain a new customer. This includes expenses for marketing, sales, software, salaries, and more. For example, if you spend $100 on ads and get 10 new customers, your CAC is $10.

How to calculate Customer Acquisition Cost (CAC)-
CAC formula. Source: Geckboard

Why It Matters

For a SaaS CEO or CMO, understanding CAC is crucial. It helps determine the profitability of your business. If the cost of gaining a new customer is higher than the revenue they bring, your business could be losing money. A good CAC means you are investing wisely to get new customers.

Knowing your CAC is crucial, but how can you effectively lower it and optimize it? Learn from our Acquisition Tactics for SaaS to enhance your approach and reduce acquisition costs.

Potential Misunderstandings

A common misunderstanding is that a lower CAC is always better. However, a higher CAC can be acceptable if the customer’s Lifetime Value (LTV) is significantly high.

Frequently Asked Questions

  1. What is a good CAC for a SaaS company?
    There’s no one-size-fits-all number as it varies based on the industry, business model, and the product. Generally, your CAC should be less than the lifetime value (LTV) of your customer.
  2. Can a SaaS company reduce its CAC?
    Yes, by optimizing marketing efforts, improving product value, or increasing conversion rates, a SaaS company can potentially reduce its CAC.