Customer Acquisition Budget Calculator

About this calculator

Once a business knows its customer acquisition cost (CAC) — the average marketing and sales spend required to win one paying customer — it can work backward from a customer growth goal to a required budget, simply by multiplying the target number of new customers by CAC. This is the standard way marketing and growth teams turn a headcount or revenue goal into a spend number finance can approve.

This calculator takes your target number of new customers and your CAC and returns the total acquisition budget needed to hit that goal, along with the underlying math — a starting point for allocating spend across channels or for checking whether a growth target is realistic given the current budget.