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If you're involved in the digital world - especially in online business or marketing, you've probably come across the term "CAC" several times. But what exactly does it mean and why is it so important for businesses?

Nicolai Vittrup
Last updated: Oct 27, 2023

What is CAC?

CAC stands for "Customer Acquisition Cost". It refers to the total price a business spends to acquire a new customer. It includes everything from advertising and marketing costs to sales and everything in between.

To make it more concrete: If a company spent $10,000 on marketing for a month and acquired 100 new customers in the same period, the company's CAC would be $10 per customer.

Why is CAC important?

For any business, the goal is not only to attract new customers, but to do so cost-effectively. If it costs more to acquire a customer than the revenue that customer brings in, it can be detrimental to the business in the long run. For online businesses, where competition is fierce and profits can be low, having an in-depth understanding of CAC is crucial.

3 benefits of a low CAC:

  • Higher profit margin: The most obvious benefit of a low CAC is financial. If the cost of acquiring a new customer is low, the company can realize a higher profit per customer, especially if the customer's lifetime value (LTV) is high. In other words: The less you spend on getting a new customer, the more profit you're likely to earn from that customer over time.
  • More flexibility in the marketing budget: With a low CAC, companies can have more flexibility in their marketing budget. The money saved by not having to spend as much on customer acquisition can be redirected to other important areas such as product development, customer service or expansion into new markets.
  • Competitiveadvantage: Companies with a low CAC may have a strategic advantage over competitors with a higher CAC. This is because they can invest more aggressively in growth, expand their market share or even lower prices to attract more customers while still maintaining healthy finances.

    How can you reduce CAC?

    • Targeted advertising campaigns: By understanding your target audience, you can create ads that speak directly to their needs and interests, increasing chances of conversion and reducing wasted resources.
    • Landing page optimization: If a potential customer clicks on your ad, they should land on a page that is optimized for conversion.
    • Customer reviews and referrals: Satisfied customers can be your best ambassadors. Encouraging your customers to review and refer your business can drastically reduce your CAC as it costs you nothing.

    A professional marketing agency like Webamp can help you with all this and more. We'll work with you to create a marketing strategy that can bring your CAC down so you can invest your money elsewhere.

    Get even smarter and increase your online presence

    Whether you're a generalist or a marketing specialist, our specialists have put together some great advice for you on our blog.

    Learn more at Webamp Academy.

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