Customer Acquisition Feasibility Calculator

Enter one period of numbers. See your blended CAC, what is left at CM1, CM2 and CM3, whether you made or lost money after fixed costs, and how many extra orders it takes to break even.

Your numbers

Paid acquisition

Paid media spend

Meta, Google, influencer and affiliate spend in the period. Retention spend goes under fixed costs.

New customers

First-time customers in the same period.

Total orders

All placed orders in the period, new and returning customers.

Order economics

AOV / selling value

Net of GST and discounts, before returns or RTO.

COGS / successful order

Landed product cost of an order the customer keeps.

Other net variable cost / placed order

Normal forward costs: shipping, packaging, gateway and COD fees, net of shipping charged. Costs caused by a return or RTO go in the fields below, not here.

Return rate among delivered orders

Extra loss / returned order

Reverse shipping, damaged stock, refund fees.

Do these orders ship COD?

COD share of placed orders

RTO rate among COD orders

Logistics loss / RTO

Fixed costs

Use the same period as paid media and orders. If those cover 7 days, enter 7 days of fixed costs (monthly cost ÷ 30 × 7).

Payroll

Agency and other retainers

Software and tools

Rent and other fixed costs

Total fixed costs

All four are required. Enter 0 where a cost does not apply.

Results

This period

Blended paid CAC

paid media ÷ all new customers

Extra existing-customer orders to break even

CM2 per order

what each order leaves before marketing and fixed costs

From revenue to profit

Break-even

Blended paid CAC spreads paid media across every new customer, including those who found you without ads, so the true cost of a customer from paid media is higher.

Assumptions: first orders from new customers and repeat orders are treated as having the same AOV, COD share, return and RTO rates as your average order, and failed orders the same basket as delivered ones. First orders are usually more COD-heavy with higher RTO, so their real contribution is often lower than shown. Enter retention spend (WhatsApp, email, SMS, remarketing) under fixed costs so it does not inflate CAC.

The numbers are arithmetic

The next question is where the gap comes from.

Mawara can break this into acquisition, first-order contribution and repeat behaviour using your actual customer and funnel data.

Get a growth economics diagnostic

Made with love by Mawara.