The transparent CAC benchmark
Issue 01 / Q2 2026 / Pre-launch preview
Average customer acquisition cost, with the methodology shown.
Every CAC published on this site carries a visible source. Live numbers from SEC filings on 80 public SaaS companies. Sourced industry benchmarks from SaaS Capital, ChartMogul, Bessemer, KeyBanc. Estimates labelled as estimates, with the triangulation shown. Nothing invented, nothing hidden.
The principle
Pulled from SEC EDGAR or another machine-readable feed. Refreshed each quarter as new filings drop. Last-refreshed date shown on the page.
Taken from a named benchmark report (SaaS Capital, ChartMogul, Bessemer, KeyBanc). Publication date and link shown. Refreshed annually.
Triangulated from adjacent cells where no primary source exists. The reference cells and the method are shown, never hidden.
Sample page — Snowflake FY26
Snowflake Average CAC
How every public-company page on this site is laid out. The number, the badge, the disclosure quote, the SEC link. No commentary that isn’t defensible from the filing.
$884,220
S&M FY26 $2,062M ÷ net-new customers 2,332
“As of January 31, 2026, we had 13,328 total customers, increasing from 10,996 customers as of January 31, 2025.”
What this number captures. Fully-loaded blended CAC: S&M spend across the fiscal year divided by the change in disclosed total customer count. Includes spend on existing-customer expansion alongside new-logo acquisition; companies don’t disclose that split, so neither does this page. Companies with high net-revenue retention (Snowflake’s is reported above 120%) will show higher blended CAC than their true new-logo CAC.
Not yet launched
averagecac.com is in build. The full publication covers ~420 pages across four templates: industry × stage × ACV benchmarks, ~80 public SaaS companies, industry-vs-industry comparisons, and channel-by-stage cuts. The State of CAC 2026 report ships with the public launch.