Glossary/Marketing Finance/New Customer CAC (nCAC)
Marketing Finance
New Customer CAC (nCAC)
Total marketing spend divided by first-time customers only, a common DTC metric that excludes repeat buyers from the denominator.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
New customer CAC (nCAC) is total marketing spend divided by first-time customers only, a common direct-to-consumer metric that excludes repeat buyers from the calculation. Counting only new customers gives a truer view of acquisition cost, since blended figures can look artificially low when returning customers who needed little marketing are included.