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Blended CAC Calculator

Compare paid-only CAC vs fully-loaded (blended) CAC, and estimate payback at a target margin.

CAC looks very different depending on what you include. Paid-only CAC helps optimize channels; blended CAC helps plan the business.

This calculator compares paid CAC vs fully-loaded CAC, and estimates payback months using ARPA and gross margin assumptions.

Prefer an explanation- Read the guide.

Related definitions:cac arpa gross margin payback period

Blended CAC vs paid CAC: when each is the right metric Unit economics dashboard: LTV, CAC, payback, and what to improve Unit economics hub: CAC, LTV, payback, and runway (a practical stack)Pipeline coverage and sales cycle math: set realistic targets (and avoid sandbagging)

Ad spend (variable)

Creative/agency (variable)

Sales & marketing salaries (fixed)

Tools/overhead allocated (fixed)

New paying customers acquired

ARPA (monthly, optional)

Used to estimate payback months. Leave 0 if unknown.

Gross margin (optional)

Tip: you can type commas (e.g., 10,000).

Example

Using the default inputs, the result is:

$1,291.67

Ad spend (variable): $60,000
Creative/agency (variable): $10,000
Sales & marketing salaries (fixed): $80,000
Tools/overhead allocated (fixed): $5,000
New paying customers acquired: 120
ARPA (monthly, optional): $800
Gross margin (optional): 80%

How to calculate

Enter variable acquisition costs (ad spend, creative/agency).
Add fixed sales & marketing costs you want to allocate (salaries, tools).
Enter new paying customers acquired in the period.
Optionally add ARPA and gross margin to estimate CAC payback.

Formula

Paid CAC = variable acquisition spend / new customers; Blended CAC = (variable + fixed S&M spend) / new customers

Fixed costs are allocated to the period and acquisition volume you choose.
New customers are new paying customers (not leads).
Payback uses gross profit per customer: ARPA * gross margin.

FAQ

When should I use paid CAC vs blended CAC-

Use paid CAC to optimize channels and campaigns. Use blended CAC for planning and to understand whether your overall go-to-market is efficient after salaries and tools.

What should the denominator be-

For CAC, the denominator should be new paying customers. If you use leads or signups, label it clearly (CPL/CPA) and connect it to downstream conversion rates.

Common mistakes

Mixing a revenue-based LTV with a fully-loaded CAC (mismatch).
Including fixed costs in CAC for channel optimization (can hide channel efficiency).
Using leads as the denominator instead of new paying customers.