{"id":1113,"date":"2026-04-14T12:34:04","date_gmt":"2026-04-14T15:34:04","guid":{"rendered":"https:\/\/montreal.ventures\/?post_type=glospa-glossary&#038;p=1113"},"modified":"2026-04-14T12:34:04","modified_gmt":"2026-04-14T15:34:04","slug":"cac-customer-acquisition-cost","status":"publish","type":"glospa-glossary","link":"https:\/\/montreal.ventures\/en\/glossary\/cac-customer-acquisition-cost\/","title":{"rendered":"Customer Acquisition Cost"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">CAC, or Customer Acquisition Cost, is a metric that indicates the average amount invested to convert a prospect into an actual customer. The calculation is performed by summing all marketing and sales investments (such as team salaries, advertising budgets, CRM software, and events) over a specific period and dividing that amount by the number of new customers acquired in the same interval. In the Venture Capital universe, CAC is analyzed in conjunction with LTV (Lifetime Value) to determine the startup's economic viability. A high CAC relative to the customer's financial return can indicate inefficiency in sales channels or a lack of product traction. CAC optimization is one of the main objectives after validating Product-Market Fit, aiming to reduce the time it takes for a customer to pay back the investment made to acquire them (Payback).<\/span><\/p>\n<p><b>Practical Example:<\/b><span style=\"font-weight: 400;\"> Uma startup de software para RH gasta mensalmente R$ 20.000 em an\u00fancios no Google e R$ 30.000 com o sal\u00e1rio de dois vendedores. Durante esse m\u00eas, a empresa conseguiu fechar contrato com 50 novas empresas. O c\u00e1lculo do CAC \u00e9 a soma das despesas (R$ 50.000) dividida pelo n\u00famero de clientes (50), resultando em um CAC de R$ 1.000 por cliente. Se cada cliente paga R$ 200 por m\u00eas, a empresa levar\u00e1 5 meses apenas para recuperar o custo de aquisi\u00e7\u00e3o inicial.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Read the book \u201c<\/span><i><span style=\"font-weight: 400;\">Traction: A Startup Guide to Getting Customers\u201d<\/span><\/i><span style=\"font-weight: 400;\">, by Gabriel Weinberg and Justin Mares.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>O CAC, ou Custo de Aquisi\u00e7\u00e3o de Cliente, \u00e9 uma m\u00e9trica que indica o valor m\u00e9dio investido para converter um prospecto em [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":1114,"template":"","glospa-glossary-category":[],"class_list":["post-1113","glospa-glossary","type-glospa-glossary","status-publish","has-post-thumbnail","hentry"],"_links":{"self":[{"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/glospa-glossary\/1113","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/glospa-glossary"}],"about":[{"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/types\/glospa-glossary"}],"author":[{"embeddable":true,"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/users\/3"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/media\/1114"}],"wp:attachment":[{"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/media?parent=1113"}],"wp:term":[{"taxonomy":"glospa-glossary-category","embeddable":true,"href":"https:\/\/montreal.ventures\/en\/wp-json\/wp\/v2\/glospa-glossary-category?post=1113"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}