Customer acquisition cost (CAC)

Customer acquisition cost (CAC) is the marketing cost you pay to gain a new customer. In ecommerce, usually the first order incurs a loss because most brands rely greatly on ads and influencer campaigns for customer acquisition. 

Generally, if CAC is too high, you're in a weak financial position, not making enough profit on each sale. Your profitability in the long run depends on balancing CAC and CLTV - CAC is best kept below 30% of CLTV for healthy margins. This way, you’ll be able to invest back, expand, and even pay more for acquisition if needed. 

CAC should be tracked by marketing channel in order to optimize ROI and avoid needless spending on channels that don’t perform well. 

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