Customer acquisition cost (CAC) calculator for your SaaS landing page
Most B2B SaaS buyers already track their CAC loosely in a spreadsheet, but rarely in one place next to what it should be. A calculator that takes their own ad spend, sales cost and number of new customers and compares it to a realistic target turns "we help you lower CAC" from a claim into a number the visitor computed themselves.
1. Ask for what a marketing lead already knows
Three inputs are enough: monthly marketing and sales spend, number of new customers closed
in that period, and (optional) average contract value. The formula is just
cac = spend / new_customers, with a second line —
payback_months = cac / (contract_value * gross_margin) — if you collect
contract value too.
2. Show their number next to a benchmark, not in isolation
A raw CAC of "€850" means nothing without context. Add a short reference line underneath the result ("SaaS companies in your range typically land between €X and €Y") so the visitor immediately knows whether their number is good or a problem — the thing that makes them want to talk to you or dig into your content next.
3. Put the CAC-to-LTV framing in the result, not a separate chart
If you also collect average customer lifetime (months) and gross margin, show the CAC:LTV ratio as a single sentence result: "You're spending €X to make €Y back — a ratio of 1:Z." Marketers recognise the 1:3 rule of thumb instantly, so the result reads as insight, not just arithmetic.
4. Build it without a developer
Start from the ROI calculator template, relabel the inputs to spend, new customers and contract value, and publish. The embed snippet drops straight into your existing landing page, and every submission — with the inputs and the CAC it produced — lands in your leads dashboard, so a sales rep can follow up already knowing the prospect's numbers.