Sales Sales analytics Customer acquisition cost (CAC) Sales metrics Run rate Monthly recurring revenue Gross sales vs. net sales Total revenue formula Customer acquisition cost (CAC) How to monitor sales activity Sales growth rate Sales win rate Sales volume Sales KPIs What is sales velocity? Sales mix Annual contract value (ACV) Article | 11 min read Customer acquisition cost formula and tips to improve your CAC Customer acquisition cost is the amount of money a business spends to gain a new customer. Here’s how to calculate this key metric, plus three ways to improve it.