Bookings And Customers

Customer Acquisition Cost (CAC)

For a given period, the sum of sales and marketing expenses divided by the total number of new customer starts.

Categories

All
Billings And Collections
Bookings and Customers
Customer Lifetime Value (LTV)
LTV:CAC Ratio
Logo Retention
Customer Count
Customer Acquisition Cost (CAC)
CAC Payback Period
Bookings
Average Sale Price (ASP)
Average Contract Length (ACL)
Annual Contract Value (ACV)
Cashflow And Expenses
Headcount
Pipeline
Revenue, ARR and MRR
Sales Performance

CAC by Quarter

This visualization shows CAC over FY19.

CAC by Quarter and Customer Count

This visualization shows CAC and customer count over FY19.

Category

Bookings And Customers

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Description

This metric is a core component of your unit economics helps you understand how effective your sales and marketing functions are at attracting new business. It indicates how expensive is it to convert a prospect into a paying customer.

A must have metric for investor reporting easily accessible from within the catalog.

Related Metrics

Customer Lifetime Value (LTV)

LTV is calculated by taking your average revenue per account per year, multiplying it by gross margin, and dividing that by your churn rate.

LTV:CAC Ratio

Customer Lifetime Value (LTV) divided by Customer Acquisition Cost (CAC).

Logo Retention

The % of customers retained using a 12 month lookback period.

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