Customer acquisition cost (CAC)

Customer acquisition cost shows how much money a company spends to gain a new customer, which helps determine the return on investment of its customer acquisition efforts. CAC includes a company’s spending on marketing and advertising, employee salaries, tools, and technology, as well as sales, travel expenses, etc. This metric is calculated by adding up all marketing and sales expenses, then dividing the result by the number of new customers gained during a specific period.

CAC helps improve your marketing and sales efforts, allows you to analyze your sales journey further to determine your budget, and provides valuable insight into potential inefficiencies within your sales funnel.


  • 25 years of digital analytics with Brian Clifton: Being data-informed, not just data-driven

    As organizations increasingly rely on data in their business decisions, the challenges of ensuring data accuracy, consistency, and ethical collection are becoming more and more important. Along with understanding the audience’s needs, supporting collaboration between teams, and securing privacy compliance, these challenges have evolved into data collection and analytics priorities.  Let’s dive into the third…

    Read more

  • Piwik PRO is HIPAA certified

    Piwik PRO is officially HIPAA certified!

    At Piwik PRO, ensuring the highest level of security and data protection has always been our top priority. Developing privacy-friendly analytics is just one aspect of our commitment. We validate our approach by obtaining external certifications from independent organizations. As such, we are pleased to announce that a HIPAA (Health Insurance Portability and Accountability Act)…

    Read more