CAC (Customer Acquisition Cost)
Calcula custo de aquisição: investimento total em marketing+vendas / novos clientes.
CAC (R$)
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Simple CAC: Customer Acquisition Cost
CAC = marketing spend / new customers. Say you put R$ 10,000 into winning 50 new customers; that works out to a CAC of R$ 200. The fully-loaded version folds in sales salaries and tools on top of media. Blended CAC splits the whole spend across every customer, and per-channel CAC pulls each source apart so you can see them one at a time.
Applications and benchmarks
It is a backbone number for unit economics, and it shows up in SaaS pitch decks, board reports and decisions about where the growth budget goes. In Brazil the usual ranges run like this: B2B SaaS SMB R$ 500-2k, mid-market R$ 5-20k, enterprise R$ 50k+, and e-commerce R$ 50-150. A healthy CAC payback stays under 12 months. Stretch past that and your cash is tied up in the customer too long before it ever turns a profit.
FAQ
What is the difference between CAC and CPA? CPA tends to look only at paid media per conversion. CAC casts a wider net, taking in sales, tools and salaries too.
What is the LTV/CAC ratio? People often treat anything above 3 as healthy. Drop below 1 and every customer is costing you more than they bring in.
Should I include organic in CAC? Blended CAC takes in everything, organic included. Channel CAC keeps paid and organic apart so you can judge how efficient each source really is.
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