# Customer Acquisition Cost Customer Acquisition Cost is the cost required to turn attention into a new paying customer. ## Meaning In the [[Hormozi Meaning Guide]], customer acquisition cost is one of the core business numbers. It links [[Advertising]], [[Lead]], [[Sales]], [[Pricing]], [[Gross Profit]], [[Payback Period]], and [[Money Model]]. The question is not only how much it costs to get a customer. The question is whether the business can afford that cost because the [[Money Model]] creates enough gross profit fast enough. ## Source Of Meaning This note is grounded in the Acquisition.com Money Models Course and [[Hormozi Meaning Guide]]. ## Relationship Over Time This note should mature when Joe maps one real acquisition path with actual numbers. ## Links - [[Hormozi Meaning Guide]] - [[Money Model]] - [[Advertising]] - [[Lead]] - [[Sales]] - [[Pricing]] - [[Gross Profit]] - [[Payback Period]] - [[Profit Per Customer]] - [[Business]] - [[Financial Well-being]] - [[Action Evaluation]] - [[Joe]] - [[Mynd]] ## Tensions Customer acquisition cost can focus business attention. It can also make people disappear behind an acquisition spreadsheet. ## Question What does it truly cost to acquire a customer, and can the business afford that cost honestly?