Understanding the Customer Acquisition Cost

3 min read

Understanding the Customer Acquisition Cost, What is CACThe Customer Acquisition Cost (CAC) measures how much a company spends to obtain new, additional customers. Oftentimes, it’s used with the customer lifetime value (LTV) metric, which also projects the customer’s profitability to calculate the newly acquired customer’s value.

It’s primarily used to measure a business’ sales and marketing departments to figure out their profitability, profit margin and return on investment figures.

How to Calculate

CAC = Sales and Marketing Expense/Number of New Customers

Where: Examples of the expenses include product and service promotion expenditures, special compensation and commissions, regular wage payments, and operating expenses.

The tally of newly acquired customers is simply how many new, unique contracts the business acquired. It’s important to keep the expenses and customer acquisition numbers consistent over the same periods.

Why It’s Important

Business owners and their managers, along with investors, can look at sales and marketing efforts from a return on investment on their expenditures and outcomes. For example, there could be multiple channels that sales and marketing utilize to obtain new customers over a quarter, half-year, or 12-month period (such as email marketing, social media marketing, conferences, etc.). Based upon each channel, the customer acquisition cost is determined by dividing the financial outlay per customer acquired.

From there, each channel can be analyzed to see which one works well and, equally important, which ones don’t work well and either need to be discontinued or modified. Internal stakeholders and external investors (both existing and potential) can look at trends to see if existing management is productive or needs to be replaced with more competent individuals.      

Accounting Considerations

Based on FASB’s Accounting Standards Codification 340-40, businesses are required to document and capitalize incremental costs of securing new customer business if the related expenses are projected to be recouped.

An incremental cost in the scope of obtaining a contract is a cost an entity incurs to obtain a contract that wouldn’t have been incurred if the contract hadn’t been obtained.

While a sales commission (be it fixed or a percentage of a new contract) may be considered an eligible incremental cost to one of its employees, it’s not necessarily always the case. Rather, the true test of whether an incremental cost is capitalizable depends on the subjective interpretation of whether a mandated financial expenditure for an incremental cost is attributed to signing a contract with a new customer.

The following sample situations often require more investigation to determine whether the capitalization of costs is applicable:

  • Equity issuances based upon meeting production and essential function goals
  • Employee compensation according to previous years’ executed contracts
  • Sales commissions allocated over multiple time frames and/or to more than one employee for a single contract.

ASC 340-40 also stipulates the amortization schedule of capitalization costs of obtaining a customer contract on a scheduled timeline that follows the delivery to the customer of the contracted goods or services.

Conclusion

While the customer acquisition cost may be straightforward, when it comes to subjective cases, businesses that have experience with murkier situations are able to make the most of their subjective sales and marketing expenses when navigating the tax and accounting landscape. 

Stalemates in Voting Rights and ICE Legislation; Small Business Funding Expanded

4 min read

Stalemates in Voting Rights and ICE Legislation; Small Business Funding ExpandedSafeguard American Voter Eligibility Act (S 1383) – Also known as the SAVE America Act, this bill passed in the House on Feb. 11 but stalled in the Senate due to the Democrat filibuster. The bill would require states to verify documentary proof of citizenship and current residential address when Americans apply for federal voter registration. The easiest documentation would be a birth certificate or passport that confirms their current legal name (most women change their last name after marriage, so they require additional documentation, such as a marriage certificate). However, research from the Bipartisan Policy Center found that nearly 1 in 10 registered voters do not have access to their birth certificate, and 52 percent do not have an unexpired passport with their current legal name. Note that these registration requirements kick in any time current voters update their registration, such as for an address change or to switch political party affiliation. The bill also requires a specific type of photo ID to cast a ballot. A driver’s license is acceptable, but not student IDs or a tribal ID that lacks an expiration date (which tribal IDs do not contain). The president is also insistent that the legislation include unrelated restrictions for transgender Americans. The debate over this bill continues in the Senate.

Department of Homeland Security Appropriations Act, 2026 (HR 7744) – This is the bill that has held up appropriations for the Department of Homeland Security (DHS) for the fiscal year ending Sept. 30, 2026. The bill was introduced by Rep. Tom Cole (R-OK) on March 2 and passed in the House on March 5. However, it triggered a partial government shutdown and is under heated debate in the Senate. Republicans insist on passing the complete bill with increased funding for national security and border protection. The legislation also includes provisions prohibiting funds for Diversity, Equity, and Inclusion and Critical Theory programs, as well as abortions and gender-affirming care for ICE detainees. Senate Democrats are seeking to include guardrails that would prohibit ICE agents from wearing masks or entering homes, schools, hospitals, etc., without a judicial warrant. Currently at a stalemate, Republicans will likely try to pass funding for the Department of Homeland Security (DHS), more money for ICE, and components of the Save America Act through a budget reconciliation bill.

Small Business Innovation and Economic Security Act (S 3971) – On March 3, Sen. Joni Ernst (R-IA) introduced this bipartisan bill to reauthorize the Small Business Innovation Research and Small Business Technology Transfer (SBIR/STTR) programs. These programs, also known as America’s Seed Fund, expired last September. The new bill enables certain agencies to award a portion of their funds to larger projects focused on technology transition, rather than incremental R&D. These agencies, which include the Departments of Defense, Energy and Homeland Security, the Environmental Protection Agency and the National Aeronautics and Space Administration, may award up to $30 million to small business projects that prioritize national security, customer demand and undercapitalized technology areas. The bill passed in the Senate on March 3, the House on March 17, and was signed into law by the president on April 13.

Tyler’s Law (S 921) – The purpose of this bill is to issue guidance for hospital emergency departments to implement fentanyl testing as a routine procedure for patients experiencing an overdose. The current standard procedure tests for marijuana, cocaine, amphetamines, PCP, and natural and semisynthetic opioids, but not synthetic opioids like fentanyl – something many ER practitioners are unaware of. The bill is named for Tyler Shamash, a California teenager who died of an overdose after he passed a drug test in an emergency room that did not include fentanyl. The bipartisan bill was introduced by Sen. Jim Banks (R-IN) on March 10, 2025. It passed in the Senate on March 23, 2026, and is currently awaiting a vote in the House.

To require the Secretary of Homeland Security to designate Haiti for Temporary Protected Status (HR 1689) – This bill was introduced on Feb. 27, 2025, and passed in the House on April 16, 2026. Amid rampant immigration enforcement, this bill is designed to extend temporary protected status for Haitian migrants through 2029. TPS is intended to provide a safe haven for foreign nationals whose home countries are experiencing temporary unsafe conditions, such as from a natural disaster or civil unrest, for which Haitians continue to qualify. This largely partisan legislation faces an uphill battle in the Senate, as well as a likely veto by the president. In February, the president revoked TPS status for approximately 330,000 Haitians in the United States. However, enforcement of that order is currently halted, and its constitutionality is under consideration by the U.S. Supreme Court.

How Long Should You Keep Tax Records?

Reference:

Mengle, Rocky. “How Long Should You Keep Tax Records?” Kiplinger.Com, Kiplinger, 18 May 2021, www.kiplinger.com/taxes/602798/how-long-should-you-keep-tax-records. Accessed 23 Apr. 2024.

How Long Should You Keep Tax Records?

Keep your tax records at least until the time limit for an audit runs out — and even longer for some records.

BY ROCKY MENGLE
LAST UPDATED 3 DAYS AGO
CONTRIBUTIONS FROM
KATELYN WASHINGTON

Tax season is almost over, but don’t shred your tax records once Tax Day has passed. You might need those forms, receipts, canceled checks, and other documents later. The IRS generally has three years after the due date of your return (or the date you file it, if later) to kick off an audit, so you should save all your tax records at least until that time has passed. But you should keep some documents even longer, and it’s also a good idea to save copies of the tax return itself indefinitely.

It’s also a good idea to think about keeping certain documents for non-tax purposes. For instance, it might be wise to save W-2 forms until you start receiving Social Security benefits so you can verify your income if there’s a problem.

Here’s some information on how long you should keep certain common tax records and documents.

Tax records to keep for one year

  • Keep pay stubs at least until you check them against your W-2s. If all the totals match, you can then shred the pay stubs.
  • Take a similar approach with monthly brokerage statements.
  • You can generally dispose of these statements if they match up with your year-end statements and 1099

Tax records to keep for three years

Generally speaking, you should save documents that support any income and tax deductions and credits claimed on your tax return for at least three years after the tax-filing deadline.

  • Save W-2 forms reporting income.
  • Save 1099 forms showing income, capital gains, dividends and interest on investments.
  • Save 1098 formsif you claimed the mortgage interest deduction.
  • Save canceled checks and receipts for charitable contributions (if you itemize deductions).
  • Save records showing eligible expenses for withdrawals from health savings accounts and 529 college savings plans.
  • Save records showing contributions to a tax-deductible retirement-savings plan, such as a traditional IRA.

If, like most people, you don’t itemize deductions on Schedule A, you might not need to save as many documents. For example, if you are not deducting charitable contributions, then you don’t need to keep donation receipts or canceled checks for tax purposes.

Tax records to keep for six years

The IRS has up to six years to initiate an audit if you’ve neglected to report at least 25% of your income. 

For self-employed people, who may receive multiple 1099s, it isn’t difficult to overlook reporting some income. To be on the safe side, they should generally keep their 1099s, receipts and other records of business expenses for at least six years.

If you don’t report $5,000 or more of income attributable to foreign financial assets, the IRS also has six years from the date you filed the return to assess tax on that income. So, save any tax records related to such income until the six-year window is closed.

Tax records to keep for seven years

Sometimes your stock picks don’t turn out so well, or you loan money to someone who doesn’t pay you back. If that’s the case, you might be able to write off your worthless securities or bad debts. But make sure you keep related records and documents for at least seven years. That’s how much time you have to claim a bad debt deduction or a loss from worthless securities.

(Note: Loaning money is considered a gift if you knew the person may not pay you back. Gifts are not tax-deductible, so you can’t write these off as bad debts.) 

Tax records to keep for ten years

If you paid taxes to a foreign government, you may be entitled to a credit or deduction on your U.S. tax return. You typically have up to 10 years to claim the Foreign Tax Credit, so you should save any tax records or documents related to foreign taxes paid for at least 10 years.

Tax records for investments and property

When it comes to investments and your property, you will need to save some records for at least three years after you sell. For instance, you should keep records of contributions to a Roth IRA for three years after the account is emptied.

You will need these records to show that you already paid taxes on the contributions and shouldn’t be taxed on them again when the money is withdrawn.

  • Keep investing records showing purchases in a taxable account (such as transaction records for stock, bond, mutual fund and other investment purchases) for up to three years after you sell the investments.
  • You must report the purchase date and price when you file your taxes for the year they’re sold to establish your cost basis(original price you paid, plus other costs to acquire the security), which will determine your taxable gains or loss when you sell the investment.

Even if your broker is required to report the cost basis, it is a good idea to keep copies of these records yourself. (If you inherit stocks or funds, keep records of the value on the day the original owner died to help calculate the basis when you sell the investment.)

If you inherit property or receive it as a gift, make sure you keep documents and records for at least three years after you dispose of the property. Income from selling property is considered taxable if sold for more than your basis in the property.

  • The basis of inherited property is generally the property’s fair market value on the date of the descendant’s death.
  • For gifted property, your basis is generally the same as the donor’s basis (usually the fair market value when you received the gift).

Keep home sale and improvement receipts and documents for three years after you’ve sold the home. Most people don’t have to pay capital gains tax on home sale profits.

  • Single filers with $250,000 or less in gains don’t need to pay capital gains tax.
  • Joint filers with $500,000 or less in gains don’t need to pay capital gains tax.
  • Regardless of amount, filers must have lived in the residence for two of five years prior to the sale to avoid capital gains tax.

But if you sell the house before then or if your gains are larger, you will need to have your home purchase records. Save receipts for home improvements, too. They can increase your adjusted basis (cost of acquiring the home, plus cost of improvements, less casualty losses), which can help reduce your tax liability. Similar rules apply to any rental property you own.

Save records for at least three years after selling the property.

State tax record requirements

Don’t forget to check your state’s tax record retention recommendations, too. The tax agency in your state might have more time to audit your state tax return than the IRS has to audit your federal return. For instance, the California Franchise Tax Board has up to four years to audit state income tax returns, so California residents should save related tax records for at least that long.

How Long Should You Keep Tax Records?

Rocky Mengle

Rocky Mengle was a Senior Tax Editor for Kiplinger from October 2018 to January 2023 with more than 20 years of experience covering federal and state tax developments. Before coming to Kiplinger, Rocky worked for Wolters Kluwer Tax & Accounting, and Kleinrock Publishing, where he provided breaking news and guidance for CPAs, tax attorneys, and other tax professionals. He has also been quoted as an expert by USA Today, Forbes, U.S. News & World Report, Reuters, Accounting Today, and other media outlets. Rocky holds a law degree from the University of Connecticut and a B.A. in History from Salisbury University.

With contributions from

Reference:

Mengle, Rocky. “How Long Should You Keep Tax Records?” Kiplinger.Com, Kiplinger, 18 May 2021, www.kiplinger.com/taxes/602798/how-long-should-you-keep-tax-records. Accessed 23 Apr. 2024.