Method and assumptions
Blended CAC includes all acquisition-related marketing and sales spend, not only media cost. Use new customers acquired in the same measurement period.
CAC = marketing and sales spend / new customers. Gross-profit LTV = average order value × expected orders × gross margin.
Common questions
Should agency fees be included in CAC?
Yes, when the fee supports customer acquisition during the measured period.
Should returning customers count as new customers?
No. Use first-time customers for acquisition CAC unless you intentionally calculate a different metric.
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