SESKStuff Everyone Should Know
SESK: Stuff Everyone Should Know · sesk.info/founder-customer-acquisition-cost

What does customer acquisition cost measure?

CAC estimates the cost to acquire a new customer.

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  1. Revenue from every customer
  2. Cost to keep existing customers
  3. Acquisition spending per new customer ✔

Why: A simple CAC calculation divides acquisition spending by new customers acquired. Teams must define which marketing and sales costs they include so comparisons stay consistent.

Huh, didn't know that: Blended CAC combines acquisition channels, while channel CAC separates them.

The dad joke
Why did marketing count customers? It wanted to know the cost of company.
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References

Answer: Acquisition spending per new customer. A simple CAC calculation divides acquisition spending by new customers acquired. Teams must define which marketing and sales costs they include so comparisons stay consistent.

  1. Remitly investor presentation filed with the SEC www.sec.gov/Archives/edgar/data/1782170/000178217022000023/remitlyirdeck030222.htm
    direct marketing expenses deployed to acquire new customers
    Checked 2026-10-11.

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