Glossary/Measurement & Attribution/CAC Payback Period
Measurement & Attribution
CAC Payback Period
The number of months it takes for the gross profit from a new customer to recover the cost of acquiring them.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
CAC payback period is the number of months it takes for the gross profit generated by a new customer to recover the cost of acquiring that customer. It is calculated by dividing customer acquisition cost by monthly gross profit per customer. Shorter payback periods mean faster cash recovery and more capital-efficient growth.