Act on the result
Use blended CAC, loaded channel CAC and marginal CAC to set the next channel acquisition budget.
Educational only: Business decision support, not accounting, tax or legal advice.
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Update policy: Reviewed when formulas or official dependencies change.
Scope: Market-neutral small-business planning using your own assumptions.
What this planner helps you decide
Best for
Teams comparing acquisition cost across aligned channels.
Outputs
Loaded channel cost, blended CAC, marginal CAC and attribution mismatch.
Start here
Use the same attribution period and allocate shared cost with explicit weights.
Use a different tool when: Do not use this to compare bounded contribution LTV with entered acquisition cost and target ratio; use LTV to CAC Ratio Planner for that decision. Use this tool to measure loaded and marginal customer acquisition cost across aligned channels.
Cash & growth
Customer Acquisition Cost: loaded channel cost
Loaded channel cost, blended CAC, marginal CAC and attribution mismatch.
Amounts use the same currency as your inputs. No currency conversion is performed.
Decision assumptions
Use one consistent period, contribution and currency basis.
Your numbers stay in this browser
Direct acquisition spend for channel A. Use one consistent currency and indirect-tax basis.
Whole acquired customers attributed to channel A.
Weight used only to allocate shared cost.
Declared attribution window.
Direct acquisition spend for channel B. Use one consistent currency and indirect-tax basis.
Whole acquired customers attributed to channel B.
Weight used only to allocate shared cost.
Declared attribution window.
Creative, tooling or team cost shared by both channels. Use one consistent currency and indirect-tax basis.
Additional tested spend. Use one consistent currency and indirect-tax basis.
Additional customers from the tested spend.
Decision result
Every result is produced by the registered customer and marketing engine.
- Total Acquisition Cost
- 1,800.00
- Total Customers
- 15
- Blended CAC
- 120.00
- Marginal CAC
- 150.00
- Attribution Window Mismatch
- No
| Id | Direct Spend | Allocated Shared Cost | Loaded Cost | Acquired Customers | Channel CAC | Spend Share |
|---|---|---|---|---|---|---|
| channel-a | 1,000.00 | 200.00 | 1,200.00 | 10.00 | 120.00 | 66.7% |
| channel-b | 500.00 | 100.00 | 600.00 | 5.00 | 120.00 | 33.3% |
Scenario comparison
Each row names the assumption axis changed from the baseline.
ScenarioResultDifference
Entered scenario120.00Baseline
Lower Shared acquisition cost118.00Not available
Higher Shared acquisition cost122.00Not available
Save these results, change an input, then compare the updated figures with this baseline.
The baseline is temporary in this tab and is not added to shared scenario links or generated reports.
Calculation details
View calculation detailsView the formulas and inputs used for these results.
Total Acquisition Cost
Total Acquisition Cost
sum of channel loaded costs1,800.00Result1,800.00
Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Customer Acquisition Cost Planner formulas →Inputs used by these formula steps
- Total Acquisition CostChannel ADirect Spend
- 1,000
- Total Acquisition CostChannel ACustomers
- 10
- Total Acquisition CostChannel AWeight
- 2
- Total Acquisition CostChannel AAttribution Days
- 30
- Total Acquisition CostChannel BDirect Spend
- 500
- Total Acquisition CostChannel BCustomers
- 5
- Total Acquisition CostChannel BWeight
- 1
- Total Acquisition CostChannel BAttribution Days
- 30
- Total Acquisition CostShared Acquisition Cost
- 300
- Total Acquisition CostIncremental Spend
- 300
- Total Acquisition CostIncremental Customers
- 2
Total Customers
Total Customers
sum of acquired customers15 unitsResult15
Reports units for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Customer Acquisition Cost Planner formulas →Inputs used by these formula steps
- Total CustomersChannel ADirect Spend
- 1,000
- Total CustomersChannel ACustomers
- 10
- Total CustomersChannel AWeight
- 2
- Total CustomersChannel AAttribution Days
- 30
- Total CustomersChannel BDirect Spend
- 500
- Total CustomersChannel BCustomers
- 5
- Total CustomersChannel BWeight
- 1
- Total CustomersChannel BAttribution Days
- 30
- Total CustomersShared Acquisition Cost
- 300
- Total CustomersIncremental Spend
- 300
- Total CustomersIncremental Customers
- 2
Blended CAC
Blended CAC
total acquisition cost ÷ total customers120.00Result120.00
Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Customer Acquisition Cost Planner formulas →Inputs used by these formula steps
- Blended CACChannel ADirect Spend
- 1,000
- Blended CACChannel ACustomers
- 10
- Blended CACChannel AWeight
- 2
- Blended CACChannel AAttribution Days
- 30
- Blended CACChannel BDirect Spend
- 500
- Blended CACChannel BCustomers
- 5
- Blended CACChannel BWeight
- 1
- Blended CACChannel BAttribution Days
- 30
- Blended CACShared Acquisition Cost
- 300
- Blended CACIncremental Spend
- 300
- Blended CACIncremental Customers
- 2
Marginal CAC
Marginal CAC
incremental spend ÷ incremental customers150.00Result150.00
Reports money for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Customer Acquisition Cost Planner formulas →Inputs used by these formula steps
- Marginal CACChannel ADirect Spend
- 1,000
- Marginal CACChannel ACustomers
- 10
- Marginal CACChannel AWeight
- 2
- Marginal CACChannel AAttribution Days
- 30
- Marginal CACChannel BDirect Spend
- 500
- Marginal CACChannel BCustomers
- 5
- Marginal CACChannel BWeight
- 1
- Marginal CACChannel BAttribution Days
- 30
- Marginal CACShared Acquisition Cost
- 300
- Marginal CACIncremental Spend
- 300
- Marginal CACIncremental Customers
- 2
Attribution Window Mismatch
Attribution Window Mismatch
channel attribution windows are unequalfalse booleanResultNo
Reports boolean for the declared cohort and period using the entered attribution and contribution basis. The engine retains raw precision; formatting never feeds calculation.
Customer Acquisition Cost Planner formulas →Inputs used by these formula steps
- Attribution Window MismatchChannel ADirect Spend
- 1,000
- Attribution Window MismatchChannel ACustomers
- 10
- Attribution Window MismatchChannel AWeight
- 2
- Attribution Window MismatchChannel AAttribution Days
- 30
- Attribution Window MismatchChannel BDirect Spend
- 500
- Attribution Window MismatchChannel BCustomers
- 5
- Attribution Window MismatchChannel BWeight
- 1
- Attribution Window MismatchChannel BAttribution Days
- 30
- Attribution Window MismatchShared Acquisition Cost
- 300
- Attribution Window MismatchIncremental Spend
- 300
- Attribution Window MismatchIncremental Customers
- 2
Inputs used
- Channel ADirect Spend
- 1,000
- Channel ACustomers
- 10
- Channel AWeight
- 2
- Channel AAttribution Days
- 30
- Channel BDirect Spend
- 500
- Channel BCustomers
- 5
- Channel BWeight
- 1
- Channel BAttribution Days
- 30
- Shared Acquisition Cost
- 300
- Incremental Spend
- 300
- Incremental Customers
- 2
Open this calculator with preset values
This calculator supports documented, shareable scenario URLs. Compatible assistants and applications can construct links using the parameters below.
Scenario links contain only allowlisted numeric and closed-choice inputs shown in the URL; Margin101 excludes free text and identifying fields. Anyone you share the URL with can read those numbers, so do not include private or identifying data.
| Parameter | Meaning | Unit | Allowed values | Presence | Default |
|---|---|---|---|---|---|
| channelAAttributionDays | Declared attribution window. | days | 0 to 100000000 | Required | 30 |
| channelACustomers | Whole acquired customers attributed to channel A. | acquired customers/channel A attribution window | 0 to 100000000 | Required | 10 |
| channelADirectSpend | Direct acquisition spend for channel A. Use one consistent currency and indirect-tax basis. | currency units/channel A attribution window | 0 to 10000000 | Required | 1000 |
| channelAWeight | Weight used only to allocate shared cost. | relative allocation weight | 0 to 1000000 | Required | 2 |
| channelBAttributionDays | Declared attribution window. | days | 0 to 100000000 | Required | 30 |
| channelBCustomers | Whole acquired customers attributed to channel B. | acquired customers/channel B attribution window | 0 to 100000000 | Required | 5 |
| channelBDirectSpend | Direct acquisition spend for channel B. Use one consistent currency and indirect-tax basis. | currency units/channel B attribution window | 0 to 10000000 | Required | 500 |
| channelBWeight | Weight used only to allocate shared cost. | relative allocation weight | 0 to 1000000 | Required | 1 |
| incrementalCustomers | Additional customers from the tested spend. | acquired customers/incremental test period | 0 to 100000000 | Required | 2 |
| incrementalSpend | Additional tested spend. Use one consistent currency and indirect-tax basis. | currency units/incremental test period | 0 to 10000000 | Required | 300 |
| sharedAcquisitionCost | Creative, tooling or team cost shared by both channels. Use one consistent currency and indirect-tax basis. | currency units/aligned channel comparison period | 0 to 10000000 | Required | 300 |
Customer Acquisition Cost: loaded channel cost
Blended CAC combines direct and allocated shared acquisition costs, while marginal CAC keeps the incremental test visible.
Formula summary
- Primary formula
- loaded channel CAC = (direct spend + allocated shared cost) ÷ acquired customers
Data used here
- The estimate uses your inputs and the general business formula documented in the methodology.
Decision checks
Stress-test the decision
Retest shared acquisition cost in currency units per aligned comparison period and incremental customers as acquired customers per test period.
When this estimate can be misleading
- Attribution, incrementality, conversion and retention are user-entered assumptions, not causal claims or forecasts.
- Use one consistent period, currency, contribution and indirect-tax basis.
- This is educational decision support, not financial, tax, legal or accounting advice.
- Blended CAC combines direct and allocated shared acquisition costs, while marginal CAC keeps the incremental test visible.
Educational estimate, not advice. See all assumptions & limitations →
Related reading
Guides to interpret the decision and its assumptions.
- Customer Acquisition Cost Explained for Small Businesses
Measure loaded, blended and marginal CAC from aligned cost and customer records without relying on a universal benchmark.
Read guide - Referral Incentive Break-Even
Test whether incremental referral contribution covers earned rewards and programme cost on one attribution basis.
Read guide - Growth Economics: Contribution, Capacity and Cash
Name the growth mechanism, find its first binding economic constraint and use the matching workflow without a universal growth benchmark or readiness verdict.
Read guide
Frequently asked questions
How do I measure loaded and marginal customer acquisition cost across aligned channels?
Use blended CAC, loaded channel CAC and marginal CAC to set the next channel acquisition budget.
Which planning assumptions should I stress-test?
Compare a plausible alternative scenario and verify the decision-critical assumption that changes the plan most.