Customer Acquisition Cost (CAC)
정의
CAC is the average sales and marketing cost to acquire one customer, calculated as total acquisition spend divided by new customers in the period.
투자유치 시 활용 방법
Investors pair CAC with LTV: an LTV-to-CAC ratio of 3 or higher, with CAC paid back within 12 to 18 months, is the standard SaaS health check.
자주 묻는 질문
What counts toward CAC?
All sales and marketing costs: salaries, ads, tools, and commissions. Excluding sales salaries is the classic way founders flatter the number, and investors re-add them.
What is CAC payback?
The months of gross margin from a customer needed to recover their acquisition cost; under 12 months is strong for SaaS.