What is customer acquisition cost and how it can be calculated?

Client acquisition cost (also known as CAC in marketing circles) refers to the amount of money a firm must spend in order to acquire a new customer. The usage of CAC is becoming more common as firms increasingly rely on web analytics to make data-driven choices.

Firms pay a lot of money to acquire new consumers by using click-on banners, investing in articles, visual material, and other ads. Analyzing their cost per acquisition (CAC) helps the company determine whether or not they are getting their money’s worth from their marketing investments in developing their clientele.

Internet marketing techniques may be used to target certain groups of clients at a finer degree of specificity. This is a relatively recent development. When it came to advertising in the past, businesses had to cast a wide net, which meant targeting a large number of prospective consumers with their marketing material.

They hoped that, at the very least, a few new home buyers would become interested as a result of this broad marketing strategy. Due to the lack of targeted campaigns in this strategy, it was usual for businesses to receive underwhelming results on their marketing expenditures.

Modern, targeted campaigns paired with CAC analytics, on the other hand, may not only zero in on certain groups of individuals, but they can also tell you how much you’re spending on each new prospect in order to get them onboard and convert them to paying clients.

How is the cost of acquiring a new client calculated?

The customer acquisition cost of new customers (the amount of money spent on marketing and sales) is calculated by adding up all of your expenses associated with acquiring new customers (the amount of money spent on marketing and sales) and dividing that total by the number of new customers you have acquired. In most cases, this is calculated for a specific time period, such as a calendar year or a fiscal quarter.

Suppose a company spends $1,000 on marketing in a year and is successful in acquiring 1,000 new customers. In that case, the cost per acquisition (CAC) is $1, since $1,000 divided by 1,000 customers equals $1 per new client acquired.

On the other hand, the company’s CAC would be twice as high, or $2, if it brought in 500 clients since they would have spent the same amount of money but brought in half the number of new customers.

Although this method is straightforward, tallying up total expenditures may take a variety of elements into consideration, including the costs of numerous marketing tactics and the pay of employees.

What strategies can you use to lower your client acquisition costs?

Working on converting leads and prospects into paying customers, increasing the value of what consumers get, and using a customer relationship management (CRM) platform to keep connected with your audience are all ways to decrease your CAC.

1. Improve your lead conversion rate

If your website visitors are departing without proceeding to any further pages, you should take a detailed look at how quickly your websites load and consider strategies to make your landing pages more attractive. You should also look at how your real estate site appears on mobile devices and how efficiently the checkout process works for customers before making any changes. Customers will convert more if all of their interactions with the company are made more pleasant.

2. Add value to your offering

Because the perceived value that consumers get from your goods and services is subjective, including features that other firms have adopted may not have the intended impact on your customers. It’s recommended to spend time communicating with customers through surveys or emails in order to fully understand their needs; you may even pick up new ideas to better customer satisfaction.

Statistical information such as client retention rates and more subjective input from customer reviews may also be analyzed. If you detect any relationships, it is possible that improving one may benefit the other.

3. Make use of a customer relationship management system

A customer relationship management software (CRM) may assist you in keeping track of new customers, their moves through the sales funnel, how much they spend, when and where they spend it, loyalty programs, and more. You may also use it to manage email lists and campaigns, like promotions, seasonal email advertising, and drip campaigns, which deliver emails to subscribers on a regular basis with interesting content in each message.


As the technology developed over the years, companies have also changed their approach to customer acquisition. Businesses can now use complex algorithms to analyze the market and consumer preferences, narrowing down their target customers. With modern ad networks like Facebook and Google, companies can accurately track their customer acquisition costs done to the penny. They can then use the data to redistribute their resources among the most effective options. 

That said, a simple way to calculate the customer acquisition cost is by adding up the total costs of marketing and resources spent then dividing it by the number of customers acquired.

Disclaimer: The views expressed above are for informational purposes only based on industry reports and related news stories. PropertyPistol does not guarantee the accuracy, completeness, or reliability of the information and shall not be held responsible for any action taken based on the published information.


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