Cost to Acquire Client

Track and understand how much it costs to win each new client.

Overview

The CAC report combines time spent in playbook steps (at loaded labor rates) with logged expenses to calculate the total cost of acquiring each client. It also shows the payback period — how many months of MRR it takes to recoup the acquisition cost.

How CAC Is Calculated

• Time cost: Sum of all playbook step durations x loaded labor rate
• Expenses: Sum of all logged expenses (meals, travel, gifts, events, etc.)
• Total CAC: Time cost + Expenses
• Payback period: Total CAC / Monthly MRR = months to profitability

Improving Your Data

CAC accuracy depends on consistently logging time and expenses:

• Use playbook steps and log time when completing each step
• Log expenses from the account detail page or during playbook steps
• Set loaded labor rates in Settings → Profitability

Accessing the Report

Navigate to Reports → Cost to Acquire Client. The report shows all accounts with their MRR, estimated CAC, payback period, and profitability status.