Free STAOS Tool

Customer Acquisition Cost (CAC) Calculator

Calculate what each new customer actually costs you — across paid media and your fully-loaded sales + marketing spend. We'll compare it to agency benchmarks and flag whether it's a sales-efficiency leak.

Sales spend (period) salaries, commissions, sales tools Marketing spend (period) paid ads, content, tools, agency fees Of that, paid-media spend used to compute paid-only CAC New customers acquired this period Average annual contract value (ACV) used for the LTV:CAC sanity check

Total S+M spend$60,000

New customers10

Paid CAC (paid media only)$1,500

Blended CAC$6,000

CAC : ACV ratio0.25

Healthy CAC is well under your first-year revenue per customer.

High CAC = sales-efficiency leak → Book a free Sales Audit

Estimate, not a quote. For planning only.

The benchmarks behind this

Healthy CAC : first-year revenue	≤ 1 : 3
Healthy LTV : CAC	≥ 3 : 1
CAC payback (SaaS healthy)	< 12 months
Typical agency retainer ACV	$18k–$60k / yr

Sources: SaaS Capital, OpenView; market scan for agency retainers. See STAOS benchmarks dataset.

If your CAC keeps creeping while your win rate stagnates, the problem usually isn't the ad account — it's the sales process between MQL and signed deal. That's what STAOS installs.

Built by STAOS — sales coaching & fractional sales management for agencies.