# CAC

Concept · [Business and metrics](https://ecosystem.samcarlton.com/business)

Also called: customer acquisition cost, cost of acquisition, acquisition cost

Customer acquisition cost. What you spend on [sales](https://ecosystem.samcarlton.com/revenue) and marketing, on average, to win one new customer.

**For example:** You spend 500 dollars on ads and get 10 new customers. Your CAC is 50 dollars.

## Connects to (9)

- [LTV](https://ecosystem.samcarlton.com/ltv): Lifetime value.
- [Unit economics](https://ecosystem.samcarlton.com/unit-economics): Whether you make or lose money on one customer or one sale, once you count what it cost to win and serve them.
- [Go-to-market](https://ecosystem.samcarlton.com/go-to-market): Your plan for reaching customers and getting them to buy: who you go after first, where you find them and how you sell.
- [Email marketing](https://ecosystem.samcarlton.com/email-marketing): Sending planned emails to a list of people who signed up, such as newsletters, announcements and offers.
- [Social media](https://ecosystem.samcarlton.com/social-media): Sites and apps where people share posts, photos and videos and follow each other, such as LinkedIn, YouTube and Facebook.
- [Online advertising](https://ecosystem.samcarlton.com/online-advertising): Paying to show ads on search engines, social media, websites and apps, often aimed at specific audiences.
- [Apollo](https://ecosystem.samcarlton.com/apollo): A sales tool with a database of business contacts and companies, used to find prospects and send outreach emails.
- [Seamless.AI](https://ecosystem.samcarlton.com/seamless-ai): A sales tool that searches for business contact details, such as email addresses and phone numbers, for prospecting.
- [Google Ads](https://ecosystem.samcarlton.com/google-ads): Google's advertising service.

Map view: https://ecosystem.samcarlton.com/cac