Know your acquisition numbers.

What the numbers mean

Revenue is the amount collected per customer before costs. Gross profit is revenue minus direct delivery costs. Contribution before acquisition also subtracts other variable costs. Your target CAC subtracts the contribution you want to retain.

Actual CAC is total acquisition spend divided by new paying customers from the same period/cohort. Include advertising, attributable sales labor, creative and acquisition tools. Zero customers means CAC is undefined, not zero. With long sales cycles, use a matured cohort before judging a channel.

Include expected refunds in net revenue or costs once, never twice. Keep currency consistent. The calculator does not estimate repeat purchases or guarantee results. Inputs stay in this browser and are not sent to a server.