averagecac.com

Benchmark · Devtools · Seed · Mid-Market ($25k-$100k ACV)

Average CAC for Seed Mid-Market Devtools Companies

CAC Payback Period · Devtools · Mid-MarketSourced

15 months

Best-in-class (top quartile): 10 months

Methodology note: This source publishes a row for Engineering, which we use as the closest representative for devtools. The number above is First Page Sage's Engineeringvalue verbatim; it isn't measured against a devtools-named cohort. It's also not segmented by company stage, so the same 15-month payback applies across all 5 stages. For more on this site's methodology, see methodology.

Sources

First Page Sage doesn't have a row literally labelled "devtools". The closest direct match in their 28-industry table is "Engineering", and the number above is theirs verbatim. Treat it as a representative rather than a direct citation for this slug; the underlying methodology targets Engineering specifically.

Common questions

CAC payback questions: Mid-Market Devtools

What is the average CAC payback period for mid-market devtools companies?
About 15 months (First Page Sage's Engineering row, used here as the closest proxy for devtools), per First Page Sage's 2024 SaaS CAC Payback Benchmarks (28-industry table, last updated March 2025). Top-quartile devtools companies at mid-market size recover CAC in about 10 months. First Page Sage segments by industry and customer size rather than company stage, so the same 15-month payback applies across seed through late-stage.
Is 15 months a good CAC payback for devtools?
Under 12 months is best-in-class across B2B SaaS, and most venture-backed companies target under 18. Payback lengthens with deal size, so mid-market devtools's roughly 15-month figure is typical for the segment rather than a warning sign; the top-quartile benchmark is about 10 months.

How we define this cut

Devtools · Seed · Mid-Market

Industry: DevtoolsDeveloper infrastructure: observability, CI/CD, databases, security, APIs.
Stage: Seed$0-$2M ARR, finding product-market fit, founder-led GTM.
ACV: Mid-Market ($25k-$100k ACV)Mid-market buyers, inside-sales motion, multi-stakeholder evaluation.