Customer Acquisition Cost (CAC)
Définition
The Customer Acquisition Cost (CAC) refers to the average cost that a company must bear to acquire a new customer. It is a key measure in marketing and business management, encompassing all expenses related to prospecting, advertising, sales, and other marketing efforts. CAC is calculated by dividing total acquisition costs by the number of new customers over a given period of time. Reducing this cost while maintaining or increasing the quality of acquired customers is often a strategic objective for businesses, as it has a direct impact on profitability.