Customer Acquisition Cost (CAC) is a metric that represents the total cost a business incurs to acquire a new customer. It includes all the expenses associated with sales and marketing activities that are intended to attract and convert new customers.
The formula for calculating CAC is as follows:
CAC = (Total cost of sales and marketing) / (Number of new customers acquired)
For example, if a company spends $100,000 on sales and marketing activities in a given period and acquires 1,000 new customers during that period, the CAC would be $100 per customer.
CAC can be a valuable metric for businesses to track, as it provides insights into the efficiency and effectiveness of their sales and marketing efforts. By comparing CAC to the Lifetime Value (LTV) of a customer, businesses can determine whether their acquisition costs are sustainable and whether they are acquiring customers profitably. Ideally, a business wants to keep CAC as low as possible while still acquiring customers with high LTVs.
Brick and mortar refers to a physical retail store or business location, as opposed to an online or virtual presence.
Out of Home (OOH) advertising refers to any form of advertising that reaches consumers while they are outside their homes or workplaces.
CPM stands for "Cost per Mille" (also known as "Cost per Thousand"), which is a metric used in advertising to measure the cost of reaching one thousand impressions or views of an advertisement.
