kundförvärvskostnad

Kundförvärvskostnad, often abbreviated as CAC (Customer Acquisition Cost), is a key performance indicator used in business to measure the total cost associated with acquiring a new customer. It is calculated by summing up all expenses related to marketing and sales during a specific period and then dividing that sum by the number of new customers acquired during that same period.

The expenses typically included in CAC calculations can encompass advertising costs, salaries for sales and marketing staff, commission fees, costs of marketing software and tools, and any other expenses directly related to bringing in new business. The formula is generally represented as: CAC = (Marketing Expenses + Sales Expenses) / Number of New Customers Acquired.

Understanding CAC is crucial for businesses to assess the profitability of their customer acquisition strategies. A high CAC can indicate that a company is spending too much to acquire customers, potentially eroding profit margins. Conversely, a low CAC suggests efficient marketing and sales efforts. Businesses often strive to maintain a CAC that is significantly lower than the customer lifetime value (CLV), which represents the total revenue a customer is expected to generate over their relationship with the company. Monitoring and optimizing CAC is therefore a vital aspect of sustainable business growth and financial health.