Fully Loaded CAC
Also: Fully-Loaded CACTrue CAC
Customer acquisition cost that includes all costs of acquisition, salaries, tools, and overhead, not just ad spend.
Why it matters
Fully loaded CAC counts everything that goes into winning a customer: team salaries, software, agency fees, and overhead, not only media spend. It is the honest figure for whether acquisition is profitable. The leaner version most teams quote systematically understates the real cost.
What good looks like
Fully loaded CAC is always higher than ad-spend-only CAC, often substantially. The gap between the two is a measure of how much you were flattering yourself, and the loaded number is the one to plan against.
Related terms
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