Spreadsheet Template

The CAC Audit

Most CAC calculations are blended, period-mismatched, and inherited from flawed attribution. This template fixes all three — and maps acquisition cost to the customer value it actually produced.

CAC Audit Template

Microsoft Excel (.xlsx) — 4 tabs, pre-built formulas, instructions on each sheet

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What's inside

Tab 1 — Channel CAC: Break blended CAC into individual channels. See what you're actually spending per customer by source.
Tab 2 — Period Mismatch Correction: Input your average sales cycle length and get an adjusted CAC that reflects when the spend actually happened, not when the customer closed.
Tab 3 — Branded vs. Non-Branded: Separate the CAC that captures existing demand from the CAC that creates new demand. The blended number hides this entirely.
Tab 4 — Cohort LTV Mapping: Track customer revenue at 3, 6, and 12 months by acquisition channel. After three cohorts, patterns become visible. After six, they're actionable.

Want to go deeper on why standard CAC calculations fail — and what to do instead?

Read: Why Your CAC Is Probably Wrong →