Glossary/Marketing Finance/Fully Loaded CAC
Marketing Finance
Fully Loaded CAC
Customer acquisition cost including all sales and marketing expenses, such as salaries, tools, agencies, and overhead, not just media spend.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Fully loaded CAC is customer acquisition cost that includes all sales and marketing expenses, such as salaries, commissions, tools, agencies, and overhead, rather than media spend alone. It is calculated by dividing those total costs by new customers acquired. It gives a more realistic view of unit economics than paid-media-only CAC.