Decision Tool
Most operators calculate CAC as ad spend divided by customers. The real number includes tool costs, creative production, team time, discounts, and fees. This calculator reveals the gap.
Enter your acquisition costs to reveal the gap between standard CAC and your real, fully-loaded CAC. All calculations update in real time.
Ad management, creative, attribution tools
Photography, copywriting, video
Portion of marketing person's cost dedicated to acquisition
Industry benchmark — DTC average
Your full CAC of $81 is within the DTC average band.
Source: Fospha 2024 DTC Benchmarks
Standard vs fully-loaded CAC
What's driving the gap
Your real CAC is 103% higher than reported. At this gap, channel profitability decisions based on standard CAC are unreliable.
CAC gap over 50%
Get the CAC reduction playbook
The 4 levers that move fully-loaded CAC — and which to pull first.
No spam. Unsubscribe anytime.
Want the full breakdown? Read why your CAC is probably wrong →
Last reviewed — Calculator inputs verified under LL-GOV-096.
