New: Customer Acquisition Cost
September 2025
🚀 Introducing Customer Acquisition Cost, a new reporting metric.
What is it?
Customer Acquisition Cost is a new reporting metric added to custom reports. This metric shows the cost required to bring a first-time buyer to your brand. CAC is (Total Cost per campaign or ad set) divided by the Number of first-time buyers. First buyers are people who didn't buy on your website in the last 13 months. The data availability for calculating this metric starts from August 22, 2025.
Why is it important?
Understanding the efficiency of acquiring new customers is crucial for striking a balance between growth and profitability. With this metric, you can measure the exact cost of acquisition for each campaign, helping you balance investment between driving incremental new shoppers and nurturing your existing base.
Where to find it?
You can find it under Reporting > Reports library or from the customizable columns in your Campaign dashboard.
How to use it effectively
Here are some practices and recommendations to get maximum benefit:
Segment by dimensions: use CAC by campaign, by ad set, by channel, by region, by creative type. This helps identify what’s working best for new customer acquisition.
Compare CAC to LTV: calculate an estimate of how much a first-time customer will deliver over time (repeat purchases, upsells, etc.). Use the LTV:CAC ratio to determine whether acquisition spend is sustainable.
Monitor trends over time: track CAC month-to-month or quarter-to-quarter.
Watch for rising CACs if the cost to acquire is increasing, to understand the cause (competition, ad fatigue, targeting inefficiencies, creative decay, etc.)
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