Free tool
True vs blended CAC
Dividing spend by every order mixes customers you already had with the ones you just paid for. This calculator separates the two so you can see what a new customer actually costs.
€
Total for the period, all platforms.
%
Percentage of the total.
€
Blended CAC
€30.00
Spend ÷ all orders.
New-customer CAC
€46.15
Spend ÷ new-customer orders.
The gap
€16.15
What blended CAC is hiding from you.
AOV ÷ new CAC
1.3×
Below 1, the first order does not cover its own acquisition.
How this is calculated
- Blended CAC = spend ÷ total orders.
- New-customer CAC = spend ÷ (orders × (1 − returning share)). It attributes all spend to the orders that brought a new customer.
- Neither is the whole truth: the first spreads cost across people you did not pay for, the second assumes advertising had no hand in repeat orders. The gap between them is the number worth watching.
- Compare AOV against new-customer CAC, not blended: if the first order does not cover acquisition, you need repeat purchase for the unit to work.