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The numbers investors ask about
You'll be able to calculate CAC, LTV, LTV:CAC, churn vs NRR, burn rate, runway, and CAC payback — and spot when someone's fudging one of them.
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Concept 1 of 6
CAC (Customer Acquisition Cost)
CAC is your total sales and marketing spend divided by the number of new customers you acquired in a period: CAC = (Sales + Marketing spend) ÷ New customers. Fully-loaded CAC includes salaries and tools, not just ad spend — reporting only paid-media cost understates how expensive growth really is. Investors will ask for the fully-loaded number, so know both.