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06 / Customer economics

CAC & customer value.

Compare the cost to acquire a customer with estimated gross profit across their purchases.

Private by design

Customer economics

Example values included
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Formatting only. No conversion.

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Customer acquisition cost

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acquisition spend per new customer

Customer value is based only on the assumptions entered.

Revenue per customer
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Gross profit value
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Value-to-CAC ratio
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Use a consistent customer cohort and time window. This is a simple gross-profit estimate, not a predictive lifetime-value model.

How it works

Put cost beside value

CAC uses acquisition spend and customers. Customer value applies purchase frequency and margin to revenue.

CAC = spend ÷ customers · Gross profit value = revenue × purchases × margin

Worked example

$150 CAC and $500 value

Spending $6,000 to acquire 40 customers creates a $150 CAC. Two $500 purchases at 50% margin produce $500 estimated gross profit value.