Customer acquisition cost

Open public HTML report, published and updated January 26, 2026, containing a currently rendered 27-row B2B industry table with organic, inorganic, combined-average CAC and notes, plus a 22-row SaaS-industry CAC table. It defines CAC as total marketing and sales spend divided by total new customers; the benchmark cohort is anonymized client analytics from January 2022 through August 2025. Organic is primarily SEO and organic social; inorganic is primarily PPC/SEM and paid social; combined CAC is weighted 75% organic and 25% inorganic. The prose says 29 B2B industries although the live table contains 27, a discrepancy that must remain explicit.

Open public HTML report published and updated July 3, 2025. Its complete table has 20 B2C industry rows and separate average organic and paid CAC columns. The benchmark uses 103 anonymized agency clients observed from 2021 through 2025, annual CAC, and the exact denominator of new customers. Organic is primarily SEO and organic social; paid is PPC/SEM and paid social. No insurance segment is present.

Open public HTML benchmark report published April 17, 2025 and updated June 18, 2025. The live table contains 30 industry rows with lifetime-value benchmark, acquisition-cost benchmark, and LTV:CAC ratio. Analysts describe calculating industry average LTV and CAC over rolling three-year periods from client data compiled during 2019–2024; 68% of observations came from organic channels, 74% from B2B firms, and the cohort skews midsized and larger. The prose says 29 industries while the live table contains 30. LTV is described as customer lifetime revenue, but currency code, nominal/real basis, inflation, discounting, valuation date, and customer-lifespan assumptions are not disclosed; these limitations prevent treating the output as integration-grade or fully pinned.