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.

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.

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.

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