CAC (Customer Acquisition Cost) is the total cost of winning a NEW customer. Unlike CPA, it covers not just advertising but every marketing expense — agency fees, content production, tool subscriptions, staff — and it does not count repeat orders.
CAC means nothing on its own; it is always read alongside LTV (customer lifetime value). The threshold considered healthy is an LTV:CAC ratio above 3:1. As the ratio approaches 1:1, you are sinking as you grow. Categories with subscriptions and high repurchase rates can tolerate a high CAC; one-time-purchase categories cannot.
CAC = (All marketing and sales costs) ÷ Number of new customers
60,000 TL in total monthly marketing spend producing 400 new customers → 150 TL CAC. With 600 TL LTV the ratio is 4:1, which is healthy.
CAC means nothing on its own; it is always read alongside LTV (customer lifetime value). The threshold considered healthy is an LTV:CAC ratio above 3:1. As the ratio approaches 1:1, you are sinking as you grow. Categories with subscriptions and high repurchase rates can tolerate a high CAC; one-time-purchase categories…
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