What is a Good CAC for SaaS? 8 Ways to Reduce Your SaaS CAC

If you’re a Chief Marketing Officer (CMO), an entrepreneur, or someone involved in the financial aspects of a SaaS business, you’ll understand the importance of Customer Acquisition Cost (CAC). It's a very important measure that can significantly impact the growth and profitability of your business.

However, determining what is a good CAC for SaaS can be quite a difficult task.

Questions like "How much should we spend to get a new customer?" or "Are our marketing efforts worth the money?" may afflict you.

But don’t worry, we’ve got you covered. Here, in this blog, we'll explain how to find CAC, what factors affect it, and, most importantly, what a "good" CAC for a SaaS business includes.

After reading this article, you can make smart choices to help your business grow in the long term.

So, let’s jump right in!

What is CAC, and Why is It Important?

Customer Acquisition Cost, or CAC, is the cost for a business to acquire a single customer. It includes many different costs, such as advertising, marketing efforts, sales team salaries, and promotional activities.

CAC for the SaaS industry has increased remarkably in recent years, as you can see in the image below:

To find the CAC of your SaaS business, you’ll have to divide the total amount spent on marketing and sales during a specific period by the number of new customers gained during that same period.

For instance, if your business spends $10,000 on marketing and sales monthly and gets 100 new customers, your CAC would be $100 ($10,000/100 customers).

Importance of Customer Acquisition Cost

You need to know the Customer Acquisition Cost (CAC) because it provides insights into how well your marketing performs and whether it’s profitable.

Now, let's talk about why CAC should matter:

i) Analyzing Marketing Effectiveness

By comparing each marketing channel's cost-per-acquisition, you can see how well it attracts customers. It’ll help you decide which channels are the most cost-effective and adjust your marketing plan accordingly.

ii) Optimizing Budget Allocation

You can allocate your marketing budget more efficiently with a clear understanding of CAC. That way, you can put your money and time where they will have the most effect, gaining more customers while spending less.

iii) Assessing Profitability

You can determine the profitability of your efforts to acquire new customers by comparing the acquisition cost to the money they bring in.

If your CAC is higher than your income, you might need to make changes to make your business profitable in the long term.

iv) Setting Profitable Prices

When you understand your Customer Acquisition Cost (CAC), you can set prices that cover this cost and still allow you to make a profit. It's important to ensure that every customer contributes positively to your bottom line and the long-term financial health of your business.

v) Long-Term Viability

CAC and CLV (Customer Lifetime Value) are two ways to determine whether acquiring new customers is a good long-term strategy.

If your CAC is much higher than your CLV, your business model won't be able to last. On the other hand, if your CAC is lower than CLV, it means that your business model will be profitable and last.

vi) Strategic Business Growth

Regarding business growth, CAC affects strategic choices. It's essential to keep your Customer Acquisition Cost (CAC) low and find better ways to attract new users. This plan supports long-term growth and attracts investors and business partners who see how profitable your company can be.

What is a Good CAC for SaaS?

A good Customer Acquisition Cost (CAC) for SaaS is the amount of money a business spends to get a new customer. It's an important metric that shows how well and long-lasting a SaaS company's growth plan works.

Here's a rule of thumb: You ideally want your CAC to be lower than your Customer Lifetime Value (CLTV), the total revenue a customer brings in over their relationship with you.

On average, a good CAC ratio for SaaS companies can vary across industries :

A smaller CAC ratio is generally better because it means the business can acquire new customers more quickly. However, it's important to ensure that CAC isn't too high compared to other measures like LTV and churn rate.

Connection Between Lifetime Value (LTV) and CAC

Your Customer Lifetime Value (LTV) tells you how much money you can expect to make from a customer during their entire relationship with you. It's an important measure that shows how much money a customer brings to your business.

If your LTV is higher than your CAC, that means that a customer brings in more money than it costs to get them, which is good for your business's bottom line.

A good LTV:CAC number is usually between 3:1 and 4:1, meaning a customer should be worth three to four times what it costs to get them.

Note: While a high LTV: CAC ratio is good, an overly high ratio could mean you aren't investing enough in marketing and growth possibilities.

The LTV: CAC Ratio

You would want your LTV: CAC ratio to be as high as possible. This means each customer is worth much more than what it costs to acquire them. To calculate it, divide the total value of a customer by their acquisition cost.

As an example:

If your customer's lifetime value is $5,000 and cost per acquisition (CAC) is $1,000,

Your LTV: CAC ratio would be: $5,000 / $1,000 = 5

The LTV: CAC ratio is helpful for your SaaS businesses because it shows how much you can spend to get new customers and how much your current customers are worth in the long run.

A simple rule: if your Lifetime Value (LTV) is high compared to your Customer Acquisition Cost (CAC), you're doing well. It means you're getting more from each customer than what you're spending to bring them in. That's a sign of a healthy business.

What is the Best LTV: CAC Ratio?

A 3:1 to 4:1 ratio of LTV to CAC is usually best for SaaS businesses. Put another way; you should get three to four dollars back for every dollar you spend on a customer for their time with your company.

Here’s a brief table to help you understand what different ratios of LTV and CAC indicate in SaaS:

Remember that the CAC benchmarks can change depending on your business size and your market type.

Are you a small business or a big company?

Your CAC may differ for some reason, but the goal is the same: getting customers quickly while keeping costs low.

A good CAC for your SaaS business is all about finding the right balance between attracting new customers at a fair price and ensuring the business's long-term profitability.

Remember these things as you try to get new customers, and you'll see your business grow!

Why is CAC Important for SaaS?

CAC is the time it takes to make money from a single customer. It also shows whether your marketing plans are effective.

For SaaS companies, CAC is important because:

Optimizing Marketing Strategies: Understanding CAC helps you identify the most effective ways to attract customers. It allows you to refine your marketing efforts and invest in strategies that yield the best return.
Financial Management: By keeping track of CAC, you can better manage your finances by understanding the balance between what you spend on acquiring customers and what you earn from them.
Insights into Business Health: Monitoring CAC over time provides deep insights into your business dynamics, such as customer willingness to pay, retention rates, and overall satisfaction. This ongoing analysis helps you understand what drives your business and what might need adjustment.
Accelerating Growth: Knowing your CAC and the lifetime value of your customers allows you to scale your business more effectively. By understanding these costs, you can predict your growth trajectory and make informed decisions about where to invest in your business.
Improving Business Value: A well-managed CAC contributes to your business's overall efficiency and profitability, making it more attractive to investors and partners.

How to Calculate CAC for SaaS

When you run a SaaS business, your CAC is how much it costs to get people to buy your software or service.

This includes all your costs, from marketing and sales to staffing and programs.

That's how much you spend to get new users and make your business bigger.

Customer Acquisition Cost Formula

Let’s see how you can figure out the cost of getting a new customer:

Pick a certain amount of time. It could be a month, quarter, or year, depending on how your business works.
Figure out how much the whole purchase cost. This includes all the money you spend on advertising, promotions, and other sales and marketing activities during the given time period.
Find out the overall quantity of new customers that were brought in during that time.
Identify the number of new clients you got during the same time period and divide that number by the overall amount of money you spent.

Basically, here's the formula:

Customer Acquisition Cost = (Total Marketing Expenses + Total Sales Expenses) / Number of New Customers Acquired.

Customer Acquisition Cost Example

Imagine your business spending $20,000 monthly on sales and marketing and getting 50 new customers.

This is what you'd do to find your CAC: CAC = ($20,000) / (50) = $400.

So, you’re paying $400 on average to get a new customer.

What Should be Included in Customer Acquisition Cost?

It's important to keep track of every penny spent on getting new customers when you're doing the math for CAC.

The following things should be included in your customer acquisition cost:

Your Marketing Expenses: Make sure you keep track of all the money you spend on marketing, from ads to trade shows.
Digital Marketing Efforts: Consider how much your online activities cost, whether social media or writing content.
Investments in Your Sales Team: Payment, benefits, and even travel costs for your sales team shouldn't be forgotten.
Time and Effort: Look at how long it takes to move leads through your sales funnel.

You can make better business choices if you keep track of these things. They will give you a better idea of what it takes to get each new customer.

Factors Affecting Customer Acquisition Cost

Understanding Customer Acquisition Cost (CAC) is important for running your SaaS business well.

Let's look at what affects this important metric so you can make informed decisions:

Marketing Channels

The marketing platforms you choose have a big impact on CAC. You can save money and attract more customers by using channels your audience prefers, like:

Social media,
Email marketing, or
Search engine marketing.

Target Audience

The clarity of your target market greatly affects CAC. If you know exactly who you're selling to, you can focus your marketing efforts and lower your CAC.

If you want to reach a broader audience, you should spend more and work harder, which raises your CAC.

Sales Process or Cycle Length

The complexity and length of your sales process impact CAC. If your sales process is longer or more complicated, your acquisition cost will likely be higher because of the extra resources needed to convert leads.

Conversion Rate Optimization

Improving your conversion rate can significantly lower your CAC. Better website design, user experience, and content can make visitors more likely to become customers, reducing your CAC.

Content Marketing

A solid content marketing strategy is key for attracting and keeping potential customers, which lowers CAC over time. Creating useful, high-quality content helps build trust with your audience, making it easier to turn leads into customers.

Average Customer Acquisition Cost for SaaS and Other Industries

The cost of getting a new customer (CAC) can vary depending on the business plan and industry.

The average CAC in SaaS is usually higher than in other industries. This is because SaaS income comes in regularly, and marketing needs to keep going to get and keep customers.

The average CAC for SaaS companies depends on different things, like:

The sales cycle,
Pricing plan, and
Target market.

Now, let’s look at the average cost of getting a new customer in different SaaS businesses.

Average Customer Acquisition Cost for SaaS and Other Industries

Common Mistakes to Avoid While Calculating CAC

Let's discuss some mistakes you might make when determining Customer Acquisition Cost (CAC). This measure is very important for figuring out how well your sales and marketing are working, but it can be hard to get right.

First, there isn't a single rule that can be used to figure out CAC in SaaS.

In contrast to standard financial measures controlled by groups like GAAP, no single authority says what should be included.

If you're not careful, this lack of clear rules can cause you to make mistakes.

To avoid these mistakes, let's dive in:

Mistake #1: Adding Costs for Current Customers

When calculating CAC, do not include costs linked to your current customers.

Remember that CAC should only show the costs of getting new customers, not the costs of keeping old customers or taking care of them.

In this case, let's say John is your employee in charge of customer marketing. John is crucial to ensuring customer satisfaction, but you shouldn't include his salary and other costs in your CAC estimate.

Adding these prices to your CAC would change it and give you a false picture of how much it costs to acquire something.

Mistake #2: Only Looking at the Costs of Sales and Marketing

Another common mistake when figuring out CAC is only to consider sales and marketing costs. While these prices are important, they don't tell the whole story of how much it really costs to acquire a new customer.

The normal way of figuring out CAC doesn't always consider extra costs during free samples or proof of concept stages, like server hosting or user support.

You might not fully understand your actual customer acquisition costs without these costs.

Even though it can be hard to figure out CAC, these common mistakes can help you better understand how much it costs to get new customers. With this information, you can make better choices and improve your strategies for getting new customers.

11 Ways to Reduce SaaS Customer Acquisition Cost

Now that you know what CAC is, why it matters, and how to calculate it, let's look at eleven methods you can use to reduce your CAC.

1. Optimize Your Ideal Customer Persona

Improving your advertising methods and targets is impossible without optimizing your perfect customer persona.

To optimize the personas of your customers, you can follow these two tips:

Keep your buyer image up to date and better by using customer data and insights.
Work with the customer service, sales, and marketing teams to get helpful information and ensure everything is correct.

Reviewing and improving your image regularly can make your marketing more targeted and get a higher conversion rate.

You can also make use of buyer persona templates.

Here’s an example of what an ideal buyer persona template looks like:

2. Find the Pain Points and Get Rid of Them

Finding and getting rid of your customer’s pain points are very important for improving the customer experience and increasing conversion rates for your SaaS company.

Here's an excellent way to find and get rid of these problems:

i) Direct Customer Feedback

At different points in the customer journey, send out feedback forms to discover their problems and concerns.

You could ask specific questions like:

Are there any issues that are stopping you from taking our services?
What caused you to give up on the sales process before purchasing?
How can we improve our services so that you can benefit from them?
What did you hope to get out of using our services? Could we fulfill your expectations?
Is there anything that would make you more likely to switch, like a discount or instant customer service?

ii) Customer Experience Management Tools

Customer Experience Management (CEM) tools can help you get feedback, analyze data, and improve customer relationships to make them happier and more loyal. They also help you keep your audience for a long time and get the most out of each one.

Zendesk, HubSpot, and Intercom are some examples. These tools will ensure your SaaS customers have a smooth and enjoyable experience, lowering your acquisition costs in the long run.

iii) Feature Analysis

You can set development priorities by examining which features bring the most value. Focus on features that will help address your customers' pain points. Tools like Hotjar, FullStory, and Amplitude can help you learn a lot about how customers use your features and how they act.

iv) Automation of Procedures

Review and improve your checkout and onboarding methods to reduce your target audience’s pain points.

You can do certain things, like:

Simplify the form fields,
Make sure the page loads quickly,
Communicate clearly and directly with customers at all stages of their path.

v) Continuous Improvement

Create a culture in your company that is always getting better.

Read through customer feedback regularly, keep an eye on how users interact with your site, and keep up with industry trends to find and fix possible problems before they happen.

You can build long-term loyalty and increase conversion rates by prioritizing customer happiness and ongoing optimization.

3. Look into New Ways to Get Leads

We no longer need to rely only on paid ads, so let's look at some inexpensive ways to keep those good leads coming to your SaaS business.

It’ll lower your CAC and keep a constant flow of possible buyers coming in.

i) Start a Guest Blog

Guest writing lets you share your knowledge on sites specific to your field. This makes people more aware of your brand and establishes your business as an expert in the area.

You can reach many people through this, not just your normal methods.

ii) Join Forces with Well-known Brands

Partnering with well-known brands that aren't competing with you can help you build trust with your target audience and increase the number of people who know about your SaaS product.

For the most effect, make sure that your partner fits with your buyer persona.

iii) Hold Interesting Webinars

Webinars are a great way to get possible customers and leads without spending much money.

People love that they can get classes or tutorials that help them without spending much money.

In this way, you and the possible customers — both win!

iv) Start Making Podcasts

Podcasts are easy to make and have a personal touch that makes them engaging. Invite well-known people in your field to talk on your show. Your audience will grow as they share it with their friends.

You can meet new people and discover new leads this way.

By trying these new methods, you'll be more adaptable and open to valuable connections that can help your SaaS business grow.

Finding good leads will become more exciting as you go along.

4. Utilize Content Marketing to Entice and Keep Customers

It's important to use content marketing to attract and keep customers engaged in your SaaS.

Here are a few points you can follow to use content marketing in a way that connects with customers in a better way:

Personalized Content: Customize your content to meet the needs of your audience and show that you understand their problems.
Interactive Content: Use quizzes, tests, or other interactive features to keep people interested and learn more about their preferences.
Consistent Communication: To build your brand's visibility, regularly communicate with people through blogs, newsletters, social media, and webinars.
Educational Resources: Make your company known as a reliable source of information by offering webinars, tutorials, and guides.
Customer Feedback Loop: Ask for and use customer comments to show that you care and help improve the product.
Exclusive Offers and Rewards: To encourage regular customers to return, reward them with special deals, discounts, or loyalty programs.
Community Building: Make user groups or boards to build community. This will get customers more involved and more likely to promote your business.
Data-driven Optimization: Monitor metrics to improve and change your plans based on what you learn from the data.

By using these tactics, you can be sure that your content marketing will attract and keep customers, which will help your business succeed in the long run.

5. Show Ads to the Right People

Have you ever considered why some ads appear to be made just for you?

Well, it's not a mistake; it's smart advertising at work.

To get the most out of your marketing, make sure you run optimized ads to your ideal customer:

Know Your Users Inside and Out: Study your target audience thoroughly. Learn about their hobbies, buying habits, and demographics.
Dig into the Data: Use tools like CRM systems and social media data to discover what your community likes and does online.
Look into Psychographics: Understand beliefs and lifestyles, not just demographics. Create ads that resonate emotionally.
Utilize Digital Platforms: Use advanced targeting tools on platforms like Google Ads and Facebook Ads. Narrow your focus by area, interests, and behaviors for precise targeting.
Use Retargeting Strategies: Reach out to people who have engaged but have yet to convert. Show them personalized ads across the internet to encourage them to buy.
Start a Conversation: Make your ads more engaging by addressing your audience's wants and needs.

By combining research, data, and strategic execution, you'll create meaningful connections with the right people and get a good return on your investment.

6. Make Your Website Easy to Navigate

You have just 8 seconds to grab a visitor's attention when they come to your website.

To achieve this, focus on a smooth user experience by doing the following:

Clear Value Proposition: Clearly state what your SaaS service offers on the homepage to meet users' needs.
Simplified Navigation: Simplify your website's layout and menus to reduce the number of people who leave immediately.
Speed and Accessibility: Improve your website's speed and ensure it works perfectly on mobile devices, providing a good experience on all platforms.
Visual Engagement: Use engaging visuals and interactive features to demonstrate how your product helps users and encourage them to explore more.
User Feedback Integration: Regularly seek user feedback to help you refine and improve the website continuously.

By focusing on these aspects, you can attract more users and keep them on your site longer, building a strong relationship with your SaaS service.

7. Think about How Much You Should Adjust Your Pricing Plans

It's important for your SaaS business to develop the right pricing plan.

How you set your prices has a big impact on how quickly you recover your costs after getting new users.

With a value metric, you can charge people based on how much worth they receive from your product.

8. Offer a Free Trial of Your Product or Service

Do you know how to make your SaaS service pop out? Quite simple: Give them a free trial.

Picture this: As you look around a page, all of a sudden! Right there on the home page is a trial deal that begs you to give it a try.

There are no strings attached; it's just research.

What does this matter?

Since we all know that we're more likely to try something if we don't have to pay for it first. Putting a sign-up for a risk-free sample right in the middle of your page makes it easy for people to jump right into the full version of your product.

Make it very clear: they can try out your SaaS service with its features and benefits for 7, 14, or even 30 days, with no questions asked.

As you can see in this image, popular websites like Hulu offers a certain period of free services to grab the attention of more consumers:

Offer a Free Trial of Your Product or Service

9. Use Referral Programs to Get New Buyers

With a beneficial referral program, you can get your happy customers to spread the word about your business. It’s called word-of-mouth marketing.

When happy customers tell their friends and family about your business, it's like having your own customized marketing team.

Let’s see the advantages you can get by using referral programs for getting new customers:

Build Trust and Credibility: People believe what their friends and family say. When you ask for recommendations, you're getting into a trusted network, which makes it more likely that people will buy from you.
Save on Costs: Traditional marketing can cost a lot. Referrals are a cheap way to get new customers because they come from people who already like and trust your business.
Build Loyalty: Thank your regular customers for telling others about your business. If you show them you respect and appreciate them, they'll likely stay long.
Track and Improve: Keep a watchful eye on how well your referral scheme works. Look at the data to discover what's good and needs to be changed to get even better results.

Referrals bring you more customers, build trust, cut costs, and help you build long-lasting relationships.

10. Respond to Bad Reviews to Make Things Better

When you come across review sites that aren't run by your business, use them to show off your great customer service.

Unhappy customers often vent their anger there, and just one bad review can turn off 35% of users. So, respond nicely to negative comments and offer ways to fix the problem. Imagine it as a chat with the reviewer and people who might buy from you.

Personalized responses on sites like Trustpilot and Google My Business can turn your unhappy customers into loyal supporters, which is good for your brand's image and lowers the cost of getting new customers.

So, the next time you see a bad review, see it as a chance to make an impact and let your customer-focused approach speak for itself.

11. Reduce Dependencies on Paid Advertising

For long-term growth in the challenging SaaS business, it's important to rely less on paid advertising.

You can follow these steps to reduce your dependency on paid advertising:

Focus on marketing high-quality material that would help you get free traffic.
Build a strong online group to get people to tell their friends about your business.
Form strategic relationships to reach more people naturally.
Optimize the customer path to get more sales and keep more customers.
Encourage organic growth through customer support by setting up referral programs.

How to Improve the CAC of Your SaaS

For your SaaS platform to grow over time, you must understand and lower your Customer Acquisition Cost (CAC).

There are more ways to improve the efficiency of your CAC besides focusing on the right crowd and making your website work better, such as:

Know Your Audience Inside and Out: Learn as much as possible about your ideal buyers. This helps you put your efforts where they will have the most impact, which saves time and money and improves outcomes.
Fine-tune Your Spending: Consider where you spend your advertising money. You can get the most out of your budget by focusing on the best outlets for you.
Share Valuable Content: Provide information and ideas to help and motivate your readers. This makes people interested in your answer more likely to choose it because it builds trust.
Automate Your Processes: Automate your marketing jobs to make them easier. This saves time and ensures you always send the same message, making the purchase process go more smoothly.
Educate Your Audience: Help people see how your answer is different and valuable. Giving them ideas and details makes it easier to see why they need your goods.
Build Relationships: Take the time to build ties with people who might buy from you. Guide them carefully through the decision-making process. This will make them more likely to become loyal customers.

Things to Consider When Calculating CAC

Beyond the basic CAC formula, which gives you a quick look at how much it costs to acquire a new customer, you should consider a few other metrics to better understand your marketing performance.

These extra metrics offer useful insights into how well your strategies are working and highlight areas for improvement:

Average Revenue Per User (ARPU)

Your ARPU represents the average amount of revenue you earn from each customer. You have to divide your total revenue by the number of customers you have to calculate your ARPU.

So the formula you need to use is:

For example, if your total revenue is $20,000 and you have 2,000 customers, your ARPU would be $10 ($20,000 / 2,000 = $10).

If you keep an eye on your ARPU, you can tell if your sales and marketing efforts are bringing in enough money to cover your Customer Acquisition Cost (CAC).

Monthly Recurring Revenue (MRR)

Your MRR is the total amount of money your business makes every month. Multiply your monthly regular price (MRP) by the number of people who have signed up for that plan to get your MRR.

The following formula is widely used to calculate MRR:

Say you have 500 customers on a $10/month plan and 200 customers on a $25/month plan. Your MRR would be (500 x $10) + (200 x $25) = $5,000 + $5,000 = $10,000.

Keeping a close eye on your MRR can help you determine how stable your business is and how much it can grow.

Annual Recurring Revenue (ARR)

Want to make long-term plans? That's where ARR comes in. It shows how much money you make each year from payments.

To find your ARR, multiply your MRR by 12.

So the actual formula for calculating ARR is

For instance, with an MRR of $10,000, your ARR would be $120,000.

Keeping an eye on your ARR is important for determining if your SaaS business will be around in the long run and how fast it will grow. It helps you determine if your actions to get new customers are helping you reach your income goals.

CAC Payback

The CAC Payback period is the time it takes for your customers to pay back the cost of acquiring them. To calculate your CAC Payback, divide your total CAC by your monthly recurring revenue (MRR).

The formula you can use to calculate your CAC payback period is as follows:

By looking at all of these measures together, you can learn a lot about how well your marketing is working and make smart choices about improving your strategies for long-term growth.

SaaSSEO.Agency Can Help You Get More SaaS Customers

SaaSSEO Agency knows how important Customer Acquisition Cost (CAC) is to your business's growth. That's why we ensure that your marketing efforts get the best results by optimizing your website and improving its search engine rankings. This lowers your CAC over time.

Our custom SEO and link-building methods target high-value customers, increasing conversion rates and returns on investment (ROI). With our help, you can lower the cost of acquisition and grow your SaaS business in a way that lasts.

Let's talk! Schedule a call today, and we'll work together to solve your CAC problems and bring out the best in your brand.

Final Thoughts

To sum up, what is a good CAC for SaaS? The answer to this question isn’t a one-size-fits-all. It depends on various factors, such as your business model, industry standards, and your customers' lifetime value (LTV).

However, a good rule of thumb is to aim for an LTV: CAC ratio of 3:1.

Throughout this article, we’ve discussed various strategies to reduce your CAC, such as optimizing your customer persona, improving your website’s user experience, and leveraging content marketing.

Hopefully, the tips and tricks discussed here will help you lower your CAC and make your business more stable and profitable.

Remember that lowering CAC is an ongoing process that constantly requires testing new ideas and making data-based decisions. You should look at your CAC data regularly, find areas for improvement, and adjust your strategies accordingly.

You can grow your SaaS business and make money over time by finding the right mix between acquisition costs and customer lifetime value. So, work accordingly!

Frequently Asked Questions about CAC for SaaS

1. What is the benchmark for CAC payback for SaaS?

The standard for CAC payback in the SaaS business is between 6 and 12 months. This is how long it should take for a SaaS company to recover the money it spent on a new customer.

It's a key metric for measuring efforts to get new customers to work and ensuring the business will be profitable and sustainable in the long run.

2. Is it better to have a higher or lower CAC?

A smaller Customer Acquisition Cost (CAC) is better because you get each new customer for less money. This saves money and makes your business more money.

Remember that it's not enough to focus on getting cheap customers. You should also have good customers who stick around.

3. What CAC is too high?

If your Customer Acquisition Cost (CAC) is more than three times your Customer Lifetime Value (LTV), that's too high.

Your CAC is too high if, for example, you pay more than $300 to get a customer that you only plan to bring in $100 over their lifetime. This ratio shows that you are spending too much to get new customers compared to how much money they bring in over their lives.

If your CAC goes above this level, it may negatively impact your finances and make it harder to grow your SaaS business successfully.