The simple formula for calculating the real CAC for all of your marketing channels

Understanding the two types of multi-channel-CAC

Mixed CAC: Your starting point

Blended CAC offers you a look at a high level by combining all marketing costs and shared by the entire customers:

Mixed CAC = total marketing editions ÷ Total new customers

Example:

• Paid ads: $ 50,000
• Content marketing: 30,000 US dollars
• Partnership fees: 20,000 US dollars
• Brandmarketing: $ 15,000
• Total editions: $ 115,000
• New customers: 500
• Mixed CAC: $ 230

$ 230 (CAC mixed) = 115,000 USD (total edition) ÷ 500 (new customers)

While blended CAC offers a valuable benchmark, it does not help you to optimize individual channels or to assign the budget effectively.

True CAC: The complete picture

True CAC goes deeper by taking into account common costs, attribution complexity and indirect canal influence. Here is the comprehensive formula:

True CAC = (direct channel costs + assigned common costs + sales costs) ÷ attributed customers

Let us break down every component.

The real CAC formula components

1. Direct channel costs

These are expenses that are bound directly to certain channels:

• Paid ads: Advertisements, platform fees, creative production
• Contents: Content, SEO tools, freelancer fees
• Partner: Transfer fees, co-marketing costs, partnership management

2. assigned common costs

Shared costs support several channels and must be assigned proportionally:

• Marketing operations: CRM, analytics tools, automation platforms
• Brandmarketing: PR, events, sponsoring that benefit all channels
• Salaries of the marketing team: Personnel costs for cross channel work

Allocation method: Distribute the common costs based on the percentage of each channel of the entire direct output or customer volume.

Example allocation:

• Paid ads make 50% of the direct costs → receive 50% of the common costs
• The content corresponds to 30% → 30% of the common costs
• Partners make 20% → 20% of the common costs

3. Sales costs

Add sales costs to support the customer acquisition:

• Sales team salaries and commissions
• Sales tools and technology
• Keep qualification and care costs

Dealing with multi-touch attribution

The biggest challenge in real CAC calculation is the attribution. Here are three approaches:

First touch attribution

Write down the first channel to present the customer of your brand.

Last-touch attribution

Write the final channel before conversion.

Multi-touch attribution (recommended)

Distributed credit to all contact points in the customer journey.

Real-World CAC calculation example

Let’s go through a complete CAC calculation for a SaaS company:

Monthly costs

• Paid advertising: 75,000 US dollars
• Content marketing: $ 45,000 (including content creation, SEO tools)
• Partner program: $ 30,000 (transfer fees, partner management)
• Common costs: 25,000 US dollars (marketing ops, brand marketing, tools)
• Sales costs: 40,000 US dollars (in the sales team that supports inbound -leads)

Customer acquisition

• Paid ads: 120 customers (assignment assignment)
• Contents: 80 customers (assignment assignment)
• Partner: 50 customers (direct recommendations)
• Multi-touch influenced: 180 customers (with several channels)

Allocation calculation

Step 1: Assign common costs based on the direct issue of expenses

• Paid ads: 50% of direct costs → $ 12,500 of the common costs
• Content: 30% of direct costs → $ 7,500 of the common costs
• Partner: 20% of direct costs → $ 5,000 of the common costs

Step 2: Add sales costs proportionally

• Total customers: 250
• Sales costs per customer: $ 160 ($ 40,000 ÷ 250)

Step 3: Calculate the real CAC per channel

Paid ads True CAC: ($ 75,000 + $ 12,500 $ 19,200) ÷ 120 = $ 889

Content true CAC: ($ 45,000 + $ 7,500 + $ 12,800) ÷ 80 = $ 817

Partner True CAC: ($ 30,000 + $ 5,000 $ 8,000) ÷ 50 = $ 860

Comparison: easier against true CAC

This comparison shows that simple CAC calculations underestimate the real costs by 40-45%, which leads to overoptimistic projections and budget defect allocation.

Advanced considerations for financial decision -makers

CAC according to the customer segment

Different customer segments often have different acquisition costs. Calculate the true CAC separately for:

• Enterprise VS SMB customer
• Geographical markets
• Industry sectors
• Customer life of life

International market adjustments

When the global expansion, adjust the CAC calculations:

• Currency fluctuations
• Local market competition
• Consistency of regulations
• Cultural adaptation costs

Seasonal CAC variations

Many companies experience seasonal fluctuations in acquisition costs. Follow CAC trends from:

• Quarter over-quarter changes
• Compare of the year
• Effects on vacation and high season
• Industry -specific cycles

To avoid frequent CAC calculation errors

1. Ignore indirect costs.

Mistake: Count only direct advertising expenses or content costs

Fix: Add all support costs such as tools, personnel and operations

2. Use the false attribution windows.

Mistake: Use of too short or too long attribution windows

Fix: Tune the attribution windows to your actual sales cycle length

3. Exception of the sales costs.

Mistake: Treat the treatment of sales as a marketing acquisition

Fix: Add sales costs that directly support the customer acquisition

4. Inconsistent periods.

Mistake: Mix monthly costs with quarterly customer counts

Fix: Make sure that all metrics use consistent periods

The effects of more CAC on business decisions

• Budget assignment: True CAC enables data -controlled budget allocation across channels. Instead of cutting the expenses on channels with a high CAC, you can determine which channels offer the best return if you take your full effect into account.
• Investor relationships: Investors are increasingly investigating the economy of the units. Presenting real CAC shows an extensive financial understanding and offers trust in your growth forecasts.
• Price strategy: Understanding your real customer acquisition costs is crucial for the determination of prices that ensure sustainable economy and positive LTV: CAC relationships.

Frequently asked questions

How can I assign common costs through channels?

Use either a sales -based allocation (each channel receives the common costs proportional to the generated sales) or a volume basis (proportional to the acquired customers). Select the method that best reflects how common resources actually support every channel.

Should I include content costs in CAC if the content also supports the bond?

Yes, but assign content costs based on their purpose. If 70% of the content for the acquisition and 30% are created for storage, enter only the 70% in your CAC calculation.

What about brand marketing effects on CAC?

Brandmarketing creates a “Halo effect” that reduces CAC across all channels. Add trademark marketing costs into your common allocation of costs, but consider whether brand -supported conversions are tracked separately in order to measure these effects.

How often should I recalculate the true CAC?

Calculate the real CAC -month for tactical decisions and quarterly for strategic planning. The annual calculations are sufficient for long -term forecast and investor presentations.

Which CAC should I report to investors?

Report both mixed CAC and True CAC to channel. Blended CAC shows the overall efficiency, while the channel -specific real CAC demonstrates its understanding of the work dynamics and optimization options.

The actual costs for customer acquisition

The calculation of the real CAC via paid advertisements, content and partner channels is not just a accounting exercise – it is a strategic imperative. Companies that understand their actual acquisition costs make better budget allocation decisions, set more realistic growth goals and build up sustainable economy.

Start with the formulas and frameworks in this manual, implement multi-touch attribution and follow real CAC-month. Your future growth decisions and investors will thank you.