{
  "dataset": "ForceFolks CAC Formula Workbook",
  "publisher": "ForceFolks",
  "date_published": "2026-10-06",
  "date_modified": "2026-10-06",
  "currency": "USD",
  "kind": "Illustrative calculations, not observed customer results",
  "license": "CC BY 4.0 for original calculations and commentary. Third-party research retains its original rights.",
  "examples": [
    {
      "scenario": "Base example",
      "sales_cost": 120000,
      "marketing_cost": 80000,
      "new_customers": 40,
      "monthly_revenue": 500,
      "gross_margin_pct": 80,
      "lifetime_months": 36,
      "cac": 5000.0,
      "monthly_gross_profit": 400.0,
      "payback_months": 12.5,
      "estimated_lifetime_gross_profit": 14400.0,
      "ltv_to_cac": 2.88
    },
    {
      "scenario": "Lower margin",
      "sales_cost": 120000,
      "marketing_cost": 80000,
      "new_customers": 40,
      "monthly_revenue": 500,
      "gross_margin_pct": 60,
      "lifetime_months": 36,
      "cac": 5000.0,
      "monthly_gross_profit": 300.0,
      "payback_months": 16.666666666666668,
      "estimated_lifetime_gross_profit": 10800.0,
      "ltv_to_cac": 2.16
    },
    {
      "scenario": "More customers, same spend",
      "sales_cost": 120000,
      "marketing_cost": 80000,
      "new_customers": 50,
      "monthly_revenue": 500,
      "gross_margin_pct": 80,
      "lifetime_months": 36,
      "cac": 4000.0,
      "monthly_gross_profit": 400.0,
      "payback_months": 10.0,
      "estimated_lifetime_gross_profit": 14400.0,
      "ltv_to_cac": 3.6
    }
  ],
  "benchmark": {
    "publisher": "Aleph and Benchmarkit",
    "report_year": 2026,
    "data_period": "2025",
    "metric": "Median CAC payback",
    "months": 16,
    "metric_sample": 198,
    "overall_sample": 342,
    "method": "Lagged sales and marketing expense relative to new ARR and gross margin. Not an aggregate of studies.",
    "source": "https://www.getaleph.com/answers/cac-payback-period-saas-2026",
    "checked_at": "2026-10-06"
  },
  "limits": [
    "Fixed monthly revenue, margin and lifetime. No churn or expansion forecast.",
    "No new customers means undefined CAC.",
    "Zero monthly gross profit means no finite payback.",
    "Zero CAC means undefined LTV:CAC.",
    "Calculator inputs are not stored or included in downloads."
  ]
}