Definition of: Customer acquisition cost

Customer Acquisition Cost (CAC) is the average amount of money a company spends to acquire a new customer. It includes all marketing and sales expenses necessary to attract, convince and close the customer's first purchase.

Knowing the CAC allows you to optimize campaign investment, balance costs and profitability, and design more efficient strategies. For example, combining SEM and Google Ads with marketing automation strategies can reduce the CAC and increase the effectiveness of each euro invested.

How to optimize the CAC

Accurate audience segmentation

Targeting the right users avoids wasting resources on people who will not convert, reducing CAC.

Campaign optimization

Adjusting creative, messages, channels and budgets according to results increases the efficiency of each investment.

Improved web conversion

Having landing pages and forms optimized through web development and UX makes it easier for users to complete the desired action, reducing the cost per customer.

Process automation

Automated marketing flows and intelligent segmentation allow you to nurture leads and convert them without increasing operational costs.

Continuous analysis and adjustments

Measuring and monitoring CAC-related metrics allows you to identify profitable campaigns and reallocate budget strategically.