By Zieliński Jerzy

CAC in marketing, or customer acquisition cost

CAC (Customer Acquisition Cost) is one of the most important metrics in marketing, determining the cost of acquiring one customer for your business. This is a very important tool for any business, as it allows to evaluate the effectiveness of marketing campaigns and determine how much to invest in acquiring new customers. In this article, I outline how to calculate CAC in marketing and what strategies will help reduce customer acquisition costs.

How do you calculate the CAC?

Calculating CAC is a very simple mathematical operation that involves summing up all the costs that were incurred in the marketing campaign and dividing them by the number of customers acquired. For example, if you spent £1,000 on ads and acquired 10 customers, the CAC is £100.

Zapisz się po wsparcie w e-commerce!
Zapisz się do newslettera

It is important to include all costs associated with customer acquisition, such as advertising costs, personnel costs, technology costs and other costs that are related to the customer acquisition process.

Why is CAC in marketing important?

CAC is a key metric in marketing because it helps determine how much to invest in attracting new customers. If your CAC is too high, it means you need to rethink your marketing strategy and look for ways to lower your customer acquisition costs. It is worth noting that CAC can vary depending on the industry and type of business. For example, in the e-commerce industry CAC may be higher due to market competitiveness, while in the service industry CAC may be lower due to less competition.

How to lower the CAC?

Reducing CAC is an important goal for every entrepreneur and marketer. There are many ways to lower CAC, but it is important to choose a strategy that is right for your business and industry. Here are some ways to lower CAC:

Use relevant keywords

The use of relevant keywords is the cornerstone of any successful marketing campaign. Relevant keywords help target ads to the right audience, which increases campaign effectiveness and lowers CAC. In order to choose relevant keywords, it is worth using tools such as Google Keyword Planner to help you choose keywords with high potential

Take advantage of remarketing

Remarketing is a tool that allows you to re-target users who have previously visited your website or shown interest in your products or services. With remarketing, you can display ads to users who have already interacted with your brand. Remarketing allows for precise targeting of ads to specific audiences, which increases their effectiveness.

Ready for growth?


Increase conversion

Increasing conversions is one of the most important tools in lowering CAC. The greater the number of users who make a purchase or perform other desired actions, the lower the cost of customer acquisition.

Optimize your website

Optimizing a website helps improve its quality and effectiveness, which increases the effectiveness of campaigns and lowers CAC. It is worth paying attention to aspects such as page load speed, responsiveness of the site, quality of content or ease of site navigation.

Use whisper marketing

Whisper marketing is a marketing strategy of using customer reviews and recommendations to promote a brand. This allows you to attract new customers more efficiently and reduce CAC. It is worth noting aspects such as the quality of customer service, efforts to build customer loyalty or organizing contests and promotions.


CAC is a key metric in marketing to determine the cost of acquiring one customer. Reducing CAC is an important goal for every entrepreneur and marketer. To reduce the cost of customer acquisition, it makes sense to use relevant keywords, remarketing, increased conversions, website optimization and whisper marketing. With these tools, you can lower CAC and increase the effectiveness of marketing campaigns.

Do you want to lower the CAC? I’d be happy to help with that! Feel free to contact me.

About the author
Digital marketing multitasker. Eight years of experience. I combine Google Ads, SEO, content marketing, video marketing and influencer collaboration.

Dodaj komentarz.

I have been active in Google Ads, SEO and e-commerce for almost 10 years. Now I share my knowledge and experience on the blog, on social media and in courses, audits and training sessions.


Green Stone Group
Ul. Zielna 16
78-600 Walcz
NIP: 765 167 92 32


You can cancel your subscription at any time

@ Copyright 2022

Advertising is the lever of commerce! I will teach you about marketing

Even the best product or service won’t sell if no one knows it exists. I will show you how to be more effective in Google Ads, SEO and e-commerce.


Sign up for the newsletter to always stay up to date!

Leave your details below and I’ll show you how to be more effective in Google Ads, SEO and e-commerce.



Zapisz się do newslettera, aby zawsze być na bieżąco!

Reklamy się nie klikają? Przepalasz budżet? Pokażę Ci, jak optymalizować kampanie Google Ads. Zostaw swoje dane poniżej, aby dowiedzieć się, jak skuteczniej działać w Google Ads, SEO i e-commerce. 


Potrzebujesz supportu w kwestii Google Ads, pozycjonowania lub rozwoju eCommerce'u?

Wypełnij formularz poniżej i opisz temat w jakim potrzebujesz wsparcia. Ja lub mój Dream Support skontaktujemy się z Tobą i postaramy się pomóc.