{"id":2767,"date":"2026-08-20T12:42:25","date_gmt":"2026-08-20T10:42:25","guid":{"rendered":"https:\/\/mairateam.com\/?post_type=glossary&p=2767"},"modified":"2026-08-20T15:49:46","modified_gmt":"2026-08-20T13:49:46","slug":"cac","status":"publish","type":"glossary","link":"https:\/\/mairateam.com\/cs\/slovnik\/cac\/","title":{"rendered":"CAC"},"content":{"rendered":"

CAC<\/strong>, Customer Acquisition Cost, jsou n\u00e1klady na z\u00edsk\u00e1n\u00ed jednoho nov\u00e9ho z\u00e1kazn\u00edka: celkov\u00e9 marketingov\u00e9 a obchodn\u00ed n\u00e1klady za obdob\u00ed d\u011blen\u00e9 po\u010dtem nov\u00fdch z\u00e1kazn\u00edk\u016f za stejn\u00e9 obdob\u00ed. Kl\u00ed\u010dov\u00e9 slovo je nov\u00fdch: CAC m\u011b\u0159\u00ed akvizici, ne v\u0161echny objedn\u00e1vky. Samo o sob\u011b je to jen \u010d\u00edslo, smysl dost\u00e1v\u00e1 a\u017e ve dvojici s hodnotou z\u00e1kazn\u00edka, LTV.<\/p>\n

V kostce<\/h2>\n\n\n\n\n\n\n
Vzorec<\/strong><\/td>\nCAC = marketingov\u00e9 a obchodn\u00ed n\u00e1klady \/ po\u010det nov\u00fdch z\u00e1kazn\u00edk\u016f<\/td>\n<\/tr>\n
\u010c\u00edm se li\u0161\u00ed od CPA<\/strong><\/td>\nCPA m\u011b\u0159\u00ed cenu konverze, i opakovan\u00e9. CAC jen nov\u00e9 z\u00e1kazn\u00edky<\/td>\n<\/tr>\n
Co do n\u011bj pat\u0159\u00ed<\/strong><\/td>\nMedia spend, agentury, n\u00e1stroje, obchodn\u00ed t\u00fdm. Podle zvolen\u00e9 definice, ale konzistentn\u011b<\/td>\n<\/tr>\n
S \u010d\u00edm se \u010dte<\/strong><\/td>\nS LTV a payback periodou. CAC bez nich ne\u0159\u00edk\u00e1 nic<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Jak se po\u010d\u00edt\u00e1<\/h2>\n

Vzorec a vstupy<\/h3>\n

CAC = akvizi\u010dn\u00ed n\u00e1klady za obdob\u00ed \/ po\u010det nov\u00fdch z\u00e1kazn\u00edk\u016f za stejn\u00e9 obdob\u00ed, obvykle za kalend\u00e1\u0159n\u00ed m\u011bs\u00edc. Do \u010ditatele pat\u0159\u00ed v\u0161echno, co z\u00edsk\u00e1n\u00ed nov\u00e9ho z\u00e1kazn\u00edka st\u00e1lo: medi\u00e1ln\u00ed v\u00fddaje ve v\u0161ech placen\u00fdch kan\u00e1lech, odm\u011bna agentury nebo mzdy intern\u00edho t\u00fdmu, n\u00e1stroje na m\u011b\u0159en\u00ed a spr\u00e1vu kampan\u00ed, v\u00fdroba kreativ a uv\u00edtac\u00ed slevy \u010di vouchery uplatn\u011bn\u00e9 p\u0159i prvn\u00ed objedn\u00e1vce. U firem s obchodn\u00edm t\u00fdmem p\u0159ib\u00fdvaj\u00ed jeho mzdy a provize. N\u00e1klady \u010dist\u011b reten\u010dn\u00edch aktivit, tedy CRM a e-mailingu na st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edky, se z \u010ditatele vy\u010dle\u0148uj\u00ed, pokud je firma um\u00ed odd\u011blit. Do jmenovatele jde jen z\u00e1kazn\u00edk, kter\u00fd ve sledovan\u00e9m obdob\u00ed ud\u011blal prvn\u00ed objedn\u00e1vku v cel\u00e9 historii firmy. Ov\u011b\u0159uje se to v objedn\u00e1vkov\u00e9m syst\u00e9mu podle e-mailu, telefonu nebo z\u00e1kaznick\u00e9ho ID, ne podle p\u0159\u00edznaku \u201enov\u00fd z\u00e1kazn\u00edk\u201c v reklamn\u00ed platform\u011b, kter\u00e1 zn\u00e1 jen vlastn\u00ed data. Opakovan\u00e9 n\u00e1kupy do jmenovatele nepat\u0159\u00ed, ty m\u011b\u0159\u00ed CPA nebo n\u00e1klady na retenci.<\/p>\n

Modelov\u00fd v\u00fdpo\u010det<\/h3>\n

Modelov\u00fd p\u0159\u00edklad: e-shop, jeden kalend\u00e1\u0159n\u00ed m\u011bs\u00edc, uv\u00edtac\u00ed sleva 100 K\u010d na prvn\u00ed objedn\u00e1vku.<\/p>\n\n\n\n\n\n\n\n\n
Medi\u00e1ln\u00ed v\u00fddaje ve v\u0161ech placen\u00fdch kan\u00e1lech<\/td>\n450 000 K\u010d<\/td>\n<\/tr>\n
Agentura, n\u00e1stroje a v\u00fdroba kreativ<\/td>\n150 000 K\u010d<\/td>\n<\/tr>\n
Uv\u00edtac\u00ed slevy: 1 500 nov\u00fdch z\u00e1kazn\u00edk\u016f \u00d7 100 K\u010d<\/td>\n150 000 K\u010d<\/td>\n<\/tr>\n
Nov\u00ed z\u00e1kazn\u00edci podle prvn\u00ed objedn\u00e1vky<\/td>\n1 500, z toho 1 000 z placen\u00fdch kan\u00e1l\u016f<\/td>\n<\/tr>\n
Blended CAC = 750 000 \/ 1 500<\/strong><\/td>\n500 K\u010d<\/strong><\/td>\n<\/tr>\n
Paid CAC = (450 000 + 150 000 + 100 000) \/ 1 000<\/td>\n700 K\u010d<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

Kdyby se po\u010d\u00edtal jen media spend proti v\u0161em nov\u00fdm z\u00e1kazn\u00edk\u016fm, vy\u0161el by CAC 300 K\u010d. Stejn\u00fd m\u011bs\u00edc tak d\u00e1v\u00e1 t\u0159i \u010d\u00edsla, 300, 500 a 700 K\u010d, podle toho, co se do v\u00fdpo\u010dtu pust\u00ed. Nejvy\u0161\u0161\u00ed je v\u00edc ne\u017e dvojn\u00e1sobek nejni\u017e\u0161\u00edho.<\/p>\n

Blended, nebo paid CAC<\/h3>\n

Blended CAC d\u011bl\u00ed v\u0161echny akvizi\u010dn\u00ed n\u00e1klady v\u0161emi nov\u00fdmi z\u00e1kazn\u00edky v\u010detn\u011b t\u011bch z organick\u00e9ho vyhled\u00e1v\u00e1n\u00ed, doporu\u010den\u00ed a p\u0159\u00edm\u00fdch n\u00e1v\u0161t\u011bv. Ukazuje ekonomiku firmy jako celku a \u010dte se proti LTV: p\u0159i LTV 1 500 K\u010d mar\u017ee na z\u00e1kazn\u00edka je pom\u011br LTV\/CAC 3,0. Paid CAC d\u011bl\u00ed n\u00e1klady placen\u00fdch kan\u00e1l\u016f jen z\u00e1kazn\u00edky, kter\u00e9 podle atribuce p\u0159ivedly tyto kan\u00e1ly, a \u0159\u00edk\u00e1, kolik stoj\u00ed z\u00e1kazn\u00edk z\u00edskan\u00fd reklamou. Podle n\u011bj se \u0159\u00edd\u00ed rozpo\u010dty kan\u00e1l\u016f. Ve stejn\u00e9m p\u0159\u00edkladu vych\u00e1z\u00ed pom\u011br LTV\/CAC 2,1. Ob\u011b \u010d\u00edsla se sleduj\u00ed vedle sebe. Kdy\u017e blended CAC kles\u00e1 a paid CAC roste, firma z\u00edsk\u00e1v\u00e1 z\u00e1kazn\u00edky levn\u011bji, ale reklama sama zdra\u017euje: roste pod\u00edl organiku, ne \u00fa\u010dinnost kampan\u00ed. Definice se v \u010dase nem\u011bn\u00ed; CAC m\u00e1 cenu jen jako \u0159ada srovnateln\u00fdch m\u011bs\u00edc\u016f.<\/p>\n

Pro\u010d CAC bez LTV ne\u0159\u00edk\u00e1 nic<\/h2>\n

Modelov\u00fd p\u0159\u00edklad: e-shop A m\u00e1 CAC 500 K\u010d, e-shop B 1 500 K\u010d. Vypad\u00e1 to jasn\u011b, dokud se nep\u0159id\u00e1 hodnota z\u00e1kazn\u00edka: z\u00e1kazn\u00edk e-shopu A nakoup\u00ed jednou s mar\u017e\u00ed 600 K\u010d, z\u00e1kazn\u00edk B se vrac\u00ed a za dva roky nech\u00e1 mar\u017ei 6 000 K\u010d. E-shop A vyd\u011bl\u00e1 na z\u00e1kazn\u00edkovi 100 K\u010d, e-shop B 4 500 K\u010d. Dra\u017e\u0161\u00ed akvizice je p\u011bta\u010dty\u0159icetkr\u00e1t v\u00fdnosn\u011bj\u0161\u00ed. Rozhodovat podle samotn\u00e9ho CAC znamen\u00e1 systematicky volit \u0161patn\u011b.<\/p>\n

Z na\u0161\u00ed praxe<\/h2>\n

U klient\u016f s opakovan\u00fdm n\u00e1kupem v\u017edy odd\u011blujeme kampan\u011b a metriky pro akvizici a pro retenci: bez toho retargeting a CRM opticky sni\u017euj\u00ed CAC, p\u0159itom nov\u00e9 z\u00e1kazn\u00edky nep\u0159in\u00e1\u0161ej\u00ed. Nejcenn\u011bj\u0161\u00ed krok b\u00fdv\u00e1 rozpad CAC podle kan\u00e1lu a segmentu: b\u011b\u017en\u011b se uk\u00e1\u017ee, \u017ee pr\u016fm\u011brn\u00fd CAC vypad\u00e1 zdrav\u011b, ale polovina rozpo\u010dtu kupuje z\u00e1kazn\u00edky, kte\u0159\u00ed se nikdy nevr\u00e1t\u00ed, zat\u00edmco segment s nejvy\u0161\u0161\u00edm LTV je podinvestovan\u00fd.<\/p>\n

\u010cast\u00e9 chyby<\/h2>\n