Calculate the cost of a B2B meeting and your CAC
What does a B2B meeting really cost you, and what does a signed customer cost? Enter your own numbers: the calculator works out the cost per booked and held meeting, your customer acquisition cost (CAC), the margin over a customer's lifetime (LTV) and the ratio between them. Everything runs in your browser: nothing is sent or stored.
The pre-filled values are examples to replace with your own figures; they describe neither a market nor our prices.
The formulas
- Held meetings = booked meetings × show rate
- Customers won = held meetings × close rate
- Cost per held meeting = prospecting cost ÷ held meetings
- CAC = prospecting cost ÷ customers won
- LTV (margin) = annual contract value × gross margin × lifetime
- LTV / CAC ratio = LTV ÷ CAC: above 1, a customer brings in more than it cost
How to read the result
- The cost per held meeting matters more than the cost per booked meeting: a no-show is still paid for, unless your contract says otherwise.
- This CAC only counts prospecting. For a full CAC, add your sales team's time, tools and marketing.
- What counts as a “good enough” ratio depends on your cash position and sales cycle: we don't give a universal benchmark.
Go further
B2B appointments by sector
Frequently asked questions
Are my numbers sent anywhere?
No. Your browser does the calculation; the values you enter are neither transmitted nor stored.
What is the difference between cost per meeting and CAC?
Cost per meeting divides spend by the number of meetings; CAC divides it by the number of customers won. CAC therefore includes your close rate.
Why calculate LTV as margin rather than revenue?
Because a customer pays back with the margin they leave, not their revenue. Comparing CAC with revenue overstates profitability.