Economics
What is nCAC?
Also: New-customer CAC · New customer acquisition cost
nCAC (new-customer CAC) is acquisition cost measured against first-time customers only, excluding repeat buyers.
nCAC = acquisition spend / new (first-time) customers
Blended CAC flatters paid performance because returning customers, who often would have bought anyway, are counted in the denominator. nCAC counts only genuinely new customers, so it reflects what acquisition actually costs. It is the honest number for judging whether scaling spend is still profitable, and pairs with new-customer ROAS.
Last reviewed 2026-09-19
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