How to calculate CAC and LTV so finance trusts the numbers
Written by: Ben Adams | October 13, 2026 | 11 min read Marketing reports one CAC, finance rebuilds it from the ledger and gets another, and you’re the one explaining the gap upward. This post is for CMOs, VPs of marketing and founders in that spot. Customer acquisition cost (CAC) is the total cost of winning one new customer.
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