CAC, or customer acquisition cost, is an estimate of how much a business must spend to win a customer. It is a cornerstone metric in modern marketing, especially with the rise of web-based advertising and trackable campaigns. Your customer acquisition cost includes your total sales and marketing costs and is often a good indicator of the overall efficiency of your business.
Successful businesses are in a perpetual state of trying to lower their CAC in an effort to maximize their ROI per conversion. CAC is often used in tandem with LTV (user lifetime value) to help forecast profitability after your customers have engaged with your service or app for a longer period of time.