# Customer acquisition cost: what it is and how it works
> Customer acquisition cost, or CAC, relates defined acquisition costs to the new customers obtained.
URL: https://www.zorraquino.com/en/dictionary/customer-acquisition-cost

# Customer acquisition cost

Customer acquisition cost, or CAC, relates defined acquisition costs to the new customers obtained

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It should make clear which expenses and period are included, as well as any delay between investment and sign-up. It helps assess sustainability together with margin and retention. It is not the same as cost per lead or any advertising CPA.

Also known as

CAC

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Lead](https://www.zorraquino.com/en/dictionary/digital-marketing/lead.html)
- [Customer retention](https://www.zorraquino.com/en/dictionary/customer-retention)
- [Customer lifetime value](https://www.zorraquino.com/en/dictionary/digital-marketing/ltv.html)