Set up my acquisition costs
What is CAC?
The Customer Acquisition Cost (CAC) corresponds to the total of marketing and sales expenses incurred to acquire a new customer, divided by the number of new customers acquired over the period.
Formula used by Fincome:
CAC = (Marketing + sales expenses over the period) / (Number of new customers over the period)
By default, the calculation period is 3 rolling months, which helps smooth out monthly spending variations.
Since your expense data does not come automatically from your billing tools, you must import it manually via an Excel file. Once imported, Fincome calculates your CAC and allows you to filter and break it down according to the dimensions you have defined (acquisition channel, customer size, industry, etc.).
Step 1 — Access the import module
- Go to the Data section from the left-hand menu.
- In the Othersection, click on Acquisition costs.
You will then access the cost integrationpage, where you will find two clear steps: Download the template and Import your file.
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Tip : from this page, you can also click on "See my CAC" (top right) to switch directly to the metric analysis.
Step 2 — Download the pre-filled template
Click on Download the template. The generated Excel file is:
- Customized with your existing dimensions in Fincome (Plan, Country, sector, industries, acquisition channel, etc.).
- Pre-filled with your previous import data, if you have already imported a file before.
Good to know : each new import fully replaces the previous one. So remember to always start from the latest downloaded template to keep your data history.
Step 3 — Fill in your data in the file
The file contains several blocks to complete, with monthly columns ranging from your start date to the current month.
1. Enter the monthly totals (row Total)
This is the most important row: it corresponds to your total acquisition expenses (marketing + sales) by month, in euros.
August 2017
Sept. 2017
…
May 2026
Total
12 000
14 500
…
25 800
2. Enter the % split by dimension
For each custom dimension (Plan, Outbound/Inbound, sector, industries, acquisition channel, etc.), indicate the percentage share of each expense by category.
Example — split by Outbound / Inbound channel:
May 2026
Outbound
60%
Inbound
30%
Uncategorized
10%
check
0% ✅
3. Check the row check
At the end of each dimension, a row **check** automatically adds up the percentages in the column. It must imperatively display 0%.
Important : if the total does not reach 0% on a dimension, the import will not work and your data cannot be integrated. Be sure to check each row carefully check before importing your file.
Step 4 — Import your file
- Once the file is completed and saved, click Select a file.
- Choose your Excel file.
- The import is instant : the data replaces the previously imported data, and your CAC is recalculated in a few seconds.
Step 5 — View your CAC
Go to Analytics → Unit economics → Customer Acquisition Cost (CAC).
On this page, you can:
- Filter your CAC by any imported dimension (e.g.: view only Outbound CAC, or France CAC).
- Break down the chart to compare several categories simultaneously.
- Compare multiple periods or enable the Rolling.
FAQ
My import failed, what should I do?[](#my-import-failed-what-should-i-do)
First check that all the rows check in your file display 100% : this is the most common cause of import failure. Also make sure you are using the latest downloaded template from Fincome, as custom dimensions must match those configured in your account.
Why isn't my CAC showing after import?[](#why-isnt-my-cac-showing-after-import)
CAC is calculated over a 3-month rolling period by default. If you only entered one month of data, wait until you have at least 3 consecutive months filled in to see the metric appear.
Can I import only the Total row without filling in the dimensions?[](#can-i-import-only-the-total-row-without-filling-in-the-dimensions)
Yes, that's possible. Your overall CAC will be calculated correctly, but you won't be able to filter or break it down by dimension.
What happens if I modify a custom dimension after import?[](#what-happens-if-i-modify-a-custom-dimension-after-import)
The previously imported data remains in place, but the new category will not have a split. We recommend re-downloading the template and re-importing your data to stay aligned.
🔗 To go further
Updated on: 01/06/2026
Thank you!