{"id":10338,"date":"2026-10-26T12:32:27","date_gmt":"2026-10-26T11:32:27","guid":{"rendered":"https:\/\/www.innowerft.com\/?p=10338"},"modified":"2026-10-26T12:34:26","modified_gmt":"2026-10-26T11:34:26","slug":"customer-acquisition-costs-key-figure-for-customer-acquisition-efficiency","status":"publish","type":"post","link":"https:\/\/www.innowerft.com\/en\/customer-acquisition-costs-kennzahl-fuer-kundengewinnungseffizienz\/","title":{"rendered":"What are customer acquisition costs (CAC)?"},"content":{"rendered":"<p><strong>Customer Acquisition Costs (CAC)<\/strong>, known in German as \u2018customer acquisition costs\u2019, describe the average costs incurred by a company to acquire a new paying customer. These include the relevant marketing and sales expenditure over a specific period.<\/p>\n<p>This metric helps start-ups assess the efficiency of their customer acquisition. It also shows how much capital a company needs to invest in order to expand its customer base.<\/p>\n<p>&nbsp;<\/p>\n<h2>What costs are included in the CAC?<\/h2>\n<p>To ensure their calculations are meaningful, companies should take into account all costs attributable to customer acquisition.<\/p>\n<p>Typical ingredients include:<\/p>\n<ul>\n<li><strong>Marketing costs:<\/strong> Expenditure on advertisements, campaigns and content marketing<\/li>\n<li><strong>Distribution costs:<\/strong> Salaries, commissions and other expenses for the sales team<\/li>\n<li><strong>Lead generation:<\/strong> Costs associated with attracting and qualifying potential customers<\/li>\n<li><strong>Software and tools:<\/strong> For example, CRM systems, marketing automation and sales software<\/li>\n<li><strong>External services:<\/strong> Agencies, freelancers or other service providers specialising in marketing and sales<\/li>\n<\/ul>\n<p>It is important that the costs correspond to the period under consideration. Furthermore, start-ups should clearly specify which expenses they are including.<\/p>\n<p>This makes it possible to compare the results meaningfully over several months or quarters.<\/p>\n<p>&nbsp;<\/p>\n<h2>How are customer acquisition costs calculated?<\/h2>\n<p>The calculation is made by dividing the total marketing and sales costs by the number of new paying customers acquired.<\/p>\n<p><strong>CAC = (marketing costs + sales costs) \u00f7 number of new customers<\/strong><\/p>\n<h3>Example from a B2B start-up<\/h3>\n<p>A start-up is developing a software solution for industrial companies. The following costs are incurred within a quarter:<\/p>\n<table style=\"width: 260px;\">\n<tbody>\n<tr>\n<th style=\"width: 156.625px;\"><strong>Cost centre<\/strong><\/th>\n<th style=\"width: 89.375px;\"><strong>Amount<\/strong><\/th>\n<\/tr>\n<tr>\n<td style=\"width: 156.625px;\">Marketing campaigns<\/td>\n<td style=\"width: 89.375px;\">5.000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 156.625px;\">Sales staff<\/td>\n<td style=\"width: 89.375px;\">12.000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 156.625px;\">Software and tools<\/td>\n<td style=\"width: 89.375px;\">3.000 \u20ac<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 156.625px;\"><strong>Total costs<\/strong><\/td>\n<td style=\"width: 89.375px;\"><strong>20.000 \u20ac<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p>During the same period, the start-up gained ten new paying corporate clients.<\/p>\n<p>The calculation is as follows:<\/p>\n<p><strong>\u20ac20,000 \u00f7 10 = \u20ac2,000<\/strong><\/p>\n<p>This means that the average customer acquisition cost is 2,000 euros per new business customer.<\/p>\n<p>However, this figure alone does not indicate whether customer acquisition is commercially successful.<\/p>\n<p>&nbsp;<\/p>\n<h2>Why is the CAC-to-CLV ratio important?<\/h2>\n<p>To assess the cost-effectiveness of customer acquisition, start-ups should compare the acquisition costs with the <strong>Customer Lifetime Value (CLV)<\/strong> compare.<\/p>\n<p>CLV describes the expected economic value of a customer relationship over its entire lifetime.<\/p>\n<p>If the cost of acquiring a customer is consistently higher than the resulting economic value, the business model may become problematic in the long term.<\/p>\n<p>A simplified example:<\/p>\n<ul>\n<li>Customer acquisition costs: \u20ac2,000<\/li>\n<li>Expected customer value based on the contribution margin: \u20ac8,000<\/li>\n<li>CLV to CAC ratio: 4:1<\/li>\n<\/ul>\n<p>In this case, the expected customer lifetime value is four times the customer acquisition cost.<\/p>\n<p>Whether this ratio is actually attractive, however, depends, amongst other things, on the length of customer retention, the running costs and the start-up\u2019s financial situation.<\/p>\n<p>&nbsp;<\/p>\n<h2>How can start-ups reduce their customer acquisition costs?<\/h2>\n<p>Efficient customer acquisition does not automatically mean spending as little as possible on marketing and sales. What matters far more is whether the resources invested lead to commercially viable customer relationships.<\/p>\n<p>The following measures may help:<\/p>\n<ul>\n<li><strong>Define target groups more precisely:<\/strong> Identify particularly relevant customer segments<\/li>\n<li><strong>Compare sales channels:<\/strong> Regularly analyse the costs and results of individual channels<\/li>\n<li><strong>Improving your conversion rate:<\/strong> Developing prospects into paying customers in a more targeted way<\/li>\n<li><strong>Optimising sales processes:<\/strong> Standardise and automate recurring tasks<\/li>\n<li><strong>Making the most of customer feedback:<\/strong> Align services and communication more closely with actual needs<\/li>\n<li><strong>Strengthening customer loyalty:<\/strong> Building long-term customer relationships and increasing customer value<\/li>\n<\/ul>\n<p>A nuanced approach is particularly useful for B2B start-ups with longer sales cycles. This is because several months may elapse between the initial contact and the signing of a contract.<\/p>\n<p>&nbsp;<\/p>\n<h2>What mistakes should start-up founders avoid?<\/h2>\n<p>A common mistake is to take only advertising expenditure into account. This makes the actual cost of customer acquisition appear lower than it really is.<\/p>\n<p>Furthermore, businesses should not confuse the number of new leads with the number of paying customers.<\/p>\n<p>In the case of longer sales cycles, there may be a time lag between costs and successful deals. It is therefore advisable not only to carry out a simple calculation but also to analyse the performance of individual customer groups and sales channels.<\/p>\n<p>You can find further information on key growth indicators in the innoWerft article <a href=\"https:\/\/www.innowerft.com\/en\/10x-thinking-the-most-important-key-figures-for-the-growth-of-your-startup\/\">10x Thinking: The most important key figures for the growth of your startup<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<h2>How can innoWerft help with this?<\/h2>\n<p>innoWerft supports founders in further developing their business models and go-to-market strategies, as well as defining relevant key performance indicators for marketing and sales. Through coaching and dialogue with experienced mentors, start-ups can analyse their customer acquisition strategies and develop more efficient growth strategies.<\/p>\n<p>&nbsp;<\/p>\n<h2>Frequently Asked Questions about Customer Acquisition Costs<\/h2>\n<h3>What does CAC mean in German?<\/h3>\n<p>CAC stands for Customer Acquisition Costs or Customer Acquisition Cost. This refers to the average cost incurred by a company to acquire a new paying customer.<\/p>\n<h3>What constitutes a good customer acquisition cost?<\/h3>\n<p>There is no universally applicable ideal figure. The key factors are, in particular, the business model, the target audience, the profit margin and the expected customer lifetime value.<\/p>\n<h3>What is the difference between CAC and CPA?<\/h3>\n<p>CAC measures the cost per new paying customer. Cost per Acquisition (CPA), on the other hand, can capture the cost of any defined acquisition, such as a registration or the signing of a contract.<\/p>\n<h3>How often should start-ups calculate their CAC?<\/h3>\n<p>It is often useful to carry out a monthly or quarterly analysis. In the case of longer B2B sales cycles, analysing data over several months helps to assess trends more realistically.<\/p>\n<p>&nbsp;<\/p>\n<p>innoWerft is an early-stage investor and accelerator based in Walldorf, supporting start-ups before or shortly after they are founded by providing capital, coaching and access to a network of investors and businesses to foster sustainable growth.<\/p>\n<p>Would you like to take your start-up to the next level and find out more about innoWerft? <a href=\"https:\/\/www.innowerft.com\/en\/open-pitch\/\">Apply now for the Open Pitch<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Customer Acquisition Costs (CAC) describe the average cost incurred by a company to acquire a new paying customer. This includes the relevant expenditure on marketing and sales over a specific period.<\/p>","protected":false},"author":5,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[47],"tags":[],"class_list":["post-10338","post","type-post","status-publish","format-standard","hentry","category-glossareintrag"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Customer Acquisition Costs (CAC): Berechnung &amp; Tipps - innoWerft<\/title>\n<meta name=\"description\" content=\"Customer Acquisition Costs (CAC) einfach erkl\u00e4rt: Erfahre, wie Du Deine Kundengewinnungskosten berechnest und optimierst.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.innowerft.com\/en\/customer-acquisition-costs-key-figure-for-customer-acquisition-efficiency\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Customer Acquisition Costs (CAC): Berechnung &amp; Tipps - 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