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Customer Acquisition Cost: How To Calculate And Optimize Your Marketing Budget

30 November, 2023 3 min read
Customer Acquisition Cost: How To Calculate And Optimize Your 
Marketing Budget

With significant emphasis placed on the dual approach of simultaneously retaining existing customers and attracting new ones, a foundation for company growth is undeniably established. However, this narrative only addresses one factor of the equation. Another crucial factor that demands the attention of business owners is the assessment of how much each customer is costing them.

This is called customer acquisition cost. It includes the money you spend on marketing, advertising, customer support, and more. A company can enjoy significant growth if it keeps the CAC under control. That is why most companies constantly try to keep the customer acquisition value as low as possible.

Now, the question that arises is, what is CAC? How can the company calculate it, and how it influences the profits and revenue growth? In this blog, let us give you an insight into this and help you better understand the concept.

How to Customer Acquisition Cost (CAC)?

CAC stands for the Customer Acquisition Cost. It is the total amount of money that a company spends to earn a new customer. See the big picture; the customer engages with your brand, makes a purchase, and gives you some revenue. However, there is a back story too.

You did all the planning, ran campaigns, and spent lots of money first-hand to attract customers to your business. To calculate the net profit, the cost you invest will be subtracted from the total revenue. The metrics or the money that gets included in the customer acquisition cost are:

  • Cost of inventory upkeep or timely service upgrades
  • Production cost, creative, technical, packaging, and everything else you spend on before the service or product is ready for users
  • Cost of marketing: the online and offline campaigns you run to introduce your products into the market.

All these values together make the customer acquisition value. Apart from this, customer service or support resources also come under CAC.

Customer Acquisition: A key element for any business

If you are wondering how Customer acquisition can help and its impact on business growth, the benefits listed below can help.

  • Gaining new customers is always fruitful in ensuring business growth. Eventually, it will give a significant push to your overall revenue
  • When you implement various strategies for effective customer acquisition, it gives you a competitive edge. Your business will stand out in the market, and it will attract more customers towards it
  • The customers you acquire through promising strategies will likely stay with you forever. They already know fairly about the business, products, and services. They have come after being fully satisfied and will not distract from the business.

There are countless benefits of customer acquisition, so it is fruitful to work towards it. However, keeping the cost you spend on it in check is significant to earn more profits.

How to calculate Customer Acquisition Cost?

By now, you know customer acquisition cost is the money you spend on attracting or retaining customers. To calculate this number, you have to use a simple formula:

CAC = (cost of sales + cost of marketing)/ new customers acquired

Hypothetically, you spent 1000 INR, moving on, you were able to generate 500 customers over a period of time. To calculate your CAC, just put these values into the formula,

(400+600)/500 = 2 (CAC)

This way, you can put the values you get into your business and can calculate your acquisition cost effortlessly.

Tips to optimize your marketing budget

Businesses should emphasize optimizing their budget to achieve the best possible growth. It will help lower your customer acquisition cost, and your revenue increase significantly. Some of the effective tips are:

  • Make sure your efforts are entirely focused on customer needs. Refrain from wasting resources on anything that does not cater to your customer base
  • Explore digital marketing strategies as they cost less than offline practices. Moreover, it helps you target a large set of audiences
  • Keep assessing your strategies every few months to determine if you are in the right direction. If you do not see any progress, keep making changes until you achieve your desired business growth goals
  • Use a customer success platform to study customer behavior thoroughly. It will help you strategize your moves and tell you about the areas in your business where you should spend your marketing money.

Ultimately, customer acquisition directly impacts the company's growth and profit. So, it becomes significant for any organization to measure how much it costs to attract or retain one customer. Use this information to measure the net profit value. Working on similar grounds, try to reduce this cost as much as possible to keep the profit value high.


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Shivam Kharwal

Shivam Kharwal is the Content Head at ZapScale. He has over 5 years of experience in building brand identity and online presence through the creation and distribution of multimedia content online.

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