---
title: "CAC"
description: "Customer Acquisition Cost: the average cost to acquire a new customer."
canonical: https://www.adspecialist.de/en/glossary/cac/
last-updated: 2026-07-09T00:00:00.000Z
---

# CAC

> Customer Acquisition Cost: the average cost to acquire a new customer.

Kanonische URL: https://www.adspecialist.de/en/glossary/cac/

CAC stands for Customer Acquisition Cost. It compares the cost of acquiring new customers with the number of new customers won and shows whether growth is economically sustainable.

## Difference from CPO

CPO measures cost per order, while CAC measures cost per new customer. This distinction matters for repeat purchases, subscriptions, and customer lifetime value.

A campaign CPO can look efficient even when mostly existing customers buy. For growth targets, the new-customer share is critical.

## Campaign steering

CAC should always be read with contribution margin, AOV, retention, and lifetime value.

Influencer campaigns can show higher short-term CAC while still creating stronger long-term cohorts when brand fit and community trust are high.