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today Im going to be going over CAC so what is CAC it stands for customer acquisition cost and it is the average cost to drive new customers over a given time period so its going to take into account the total expenditure on all marketing advertising and sales for the period including wages including any expenses and then youre going to divide that number by the number of new customers you drove during the same time period so if were looking at some different costs associated with customer acquisition employee salaries and expenses specifically your marketing and sales team all sales related expenses so if we look down here there may be travel expenses involved there may be specific software you need there may be certain products and services that you need to use to create sales so all of those expenses that go into sales thats going to be calculated as well within your customer acquisition costs paid advertising expenses so when youre looking at marketing and paid advertising wh