# Customer Acquisition Cost

> YogoQ Core AI-readable term handoff. Preview, read-only, Reviewed/Verified only.

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- Publication status: published_reviewed
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## Short Definition

CAC is the sales and marketing cost required to acquire one customer.

## 一言でいうと

CAC is the sales and marketing cost required to acquire one customer.

## 計算方法

- Basic formula | CAC = sales and marketing acquisition cost / new customers | Measures acquisition cost per customer

## 含めるもの / 含めないもの

- Include | Advertising, sales labor, marketing spend, acquisition tooling | They fund acquisition
- Exclude | Customer support, product development, G&A | They are not direct acquisition spend

## 意味

CAC is a unit-economics metric for how efficiently growth spend turns into customers. It should be read with LTV, gross margin, and payback.

## 役立つ場面

- Use it when deciding marketing spend, sales hiring, and channel investment.

## 使い方のポイント

- Fix the period, cost scope, and new-customer definition before comparing.

## 変動要因 / ドライバー

- Channel efficiency | Conversion by ads, referrals, sales | Strongly moves CAC
- Price and sales cycle | Higher ACV often requires more effort | Read with payback

## 判断するときの注意点

- Do not judge CAC alone; pair it with LTV and gross-margin payback.

## よくある誤解 / 落とし穴

- Mixing brand or existing-customer spend can distort acquisition efficiency.

## 最小例

Example: 10 million yen of acquisition spend for 100 customers gives CAC of 100,000 yen.

## 似ている言葉との違い

- LTV | Value from a customer | CAC is the cost to acquire the customer

## FAQ

### Is lower CAC always better?

Usually, but low-CAC customers with weak LTV or retention may still be poor investments.

## Sources

- YogoQ Core business foundation editorial baseline

## Limitations

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