Your CAC Payback Period or CAC Recovery Period is the amount of time it takes for your business to recover the money spent on acquiring a customer, typically expressed in months. It is a useful metric in determining how long it will take for your sales and marketing expenses to materialize into positive cash flow. Your CAC Payback Period is calculated through taking your Customer Acquisition Cost (CAC) divided by your Average Revenue per Customer (ARPC).

CAC Payback Period = CAC / ARPC

Additionally, CAC Payback can be taken one step further by adding Gross Margin to your ARPC calculation in order to eliminate direct costs from the formula:

CAC Payback Period = CAC / (ARPC × Gross Margin (%))