Calculate Your True New Customer Acquisition Cost (nCAC)

If you run paid acquisition for a brand or an agency, you already know the goal: bring in new customers profitably. The problem is that the number most people use to measure that, the cost per acquisition their ad platform reports, is quietly lying to them. It blends new customers and repeat buyers into one figure, which makes acquisition look cheaper and easier than it actually is. The metric that tells you the truth is your new customer acquisition cost, or nCAC. Here is what it is, how to calculate it, and how to use it to grow.