Kundeanskaffelseskostnader

Kundeanskaffelseskostnader, or customer acquisition costs (CAC), represent the total expenditure required to acquire a new customer. These costs encompass all marketing and sales expenses directly tied to conversion activities, including advertising spend, content creation, social media promotion, sales team salaries and commissions, lead generation tools, and any incentives offered to prospects.

The CAC figure is calculated by dividing the total acquisition spend by the number of new customers acquired over a specific period. For example, if a company spends 100 000 kr on campaigns and sales efforts in a quarter and gains 50 new customers, the CAC is 2 000 kr per customer.

This metric is vital for understanding the return on investment (ROI) of customer acquisition initiatives. When compared to the lifetime value (LTV) of a customer, CAC helps determine whether a business model is sustainable. A common rule of thumb is that LTV should be at least three times higher than CAC for long‑term profitability.

CAC varies widely between industries and purchase cycles. B2B companies with long sales cycles often experience higher CAC, whereas B2C firms with impulse buying patterns may see lower CAC.

Strategies to optimize CAC include improving targeting, leveraging data analytics, refining the sales funnel, and enhancing customer referrals. Lowering CAC without sacrificing quality of acquisition directly boosts profitability and growth potential.