In 2026, customer acquisition defines business sustainability amid rising costs and shifting buyer behaviors. Companies face surging customer acquisition costs (CAC), with multiple studies showing increases of around 60% over the past decade, pressuring margins and demanding data-driven strategies across channels and industries.
This dynamic affects both B2B and B2C models, where longer sales cycles, privacy regulations, and intent-based targeting reshape how prospects are converted into customers. B2B firms grapple with complex journeys involving multiple stakeholders, while B2C relies on scalable paid and organic channels with thinner margins.
To support decision-making in this environment, this article compiles over 60 customer acquisition statistics from primary research, platform data, and industry reports published within the last two years. Organized into key categories, these figures provide reference-grade benchmarks on costs, channels, conversions, and more.
Scope & Methodology
• Includes only publicly available customer acquisition statistics relevant for 2026.
• Based on the latest figures published within the last two years.
• Sources include primary research, first-party platform data, institutional studies, and industry reports.
• Each statistic is listed separately with its original source and study context.
• No estimates, forecasts, interpretations, or recommendations are included.
Key Customer Acquisition Statistics for 2026
- Acquisition rates fell from 4.1% in 2021 to 2.8% in 2024, based on a 2025 State of Subscriptions report analyzing 67 million subscriber profiles by Subscription Insider.
- Customer acquisition costs rose roughly 60% over the last decade, based on a 2026 analysis by Saras Analytics.
- B2B customer acquisition cost increased over 60% in the past five years, based on a 2026 report by Martal Group.
- Average CAC for Higher Education is $1,423 combined (organic $862, paid $1,985), based on 2026 benchmarks by UserMaven.
- Average CAC for B2B SaaS is $273 combined (organic $205, paid $341), based on 2026 benchmarks by UserMaven.
- Average CAC for E-commerce (Retail) is $84 combined (organic $87, paid $81), based on 2026 benchmarks by UserMaven.
- Fintech SaaS average CAC is $1,450, based on 2026 SaaS benchmarks by UserMaven.
- Customer acquisition cost ranks as the third top metric for marketers at 31% priority, based on a 2026 HubSpot marketing statistics report.
- Inbound-focused businesses reduce cost per lead by 61% compared to outbound models, based on HubSpot State of Inbound cited in a 2026 Saras Analytics report.
- Brands using advanced personalization achieve 15% lower acquisition costs, based on a 2024 Segment Personalization Study cited in a 2026 Saras Analytics report.
- LTV:CAC ratio benchmark is at least 3:1 for sustainable growth, based on 2026 analysis by UserMaven.
Adoption and Usage Statistics
- 93.7% of companies measuring Customer Success impact use revenue targets like GRR or NRR, based on a Customer Success Trends Report cited in 2026 Custify data.
- 37% of companies lack a clearly defined Customer Success strategy, based on a SurveySparrow study cited in 2026 Custify data.
- Customer Success Management market estimated at USD 2.20 billion in 2025, based on a Mordor Intelligence report cited in 2026 Custify data.
- Customer Success platforms market at $1.86 billion in 2024, based on a Data Bridge Market Research report cited in 2026 Custify data.
Audience and Behavioral Statistics
- 56% of B2B buyers consult existing product users before purchasing, based on a 2024 TrustRadius study cited in 2026 Corporate Visions report.
- 71% of enterprise B2B buyers consult existing product users before purchasing, based on a 2024 TrustRadius study cited in 2026 Corporate Visions report.
Channel Performance Statistics
- Organic acquisition via SEO delivers the lowest CAC once content ranks, based on 2026 channel analysis by Saras Analytics.
- Referred customers from word-of-mouth programs stay longer and spend more, based on 2026 strategy benchmarks by Saras Analytics.
- Product-Led Growth with free trials works for SaaS where conversion depends on engagement, based on 2026 analysis by Saras Analytics.
Conversion and Acquisition Statistics
- Lead to customer conversion rate ranks as the second top metric for marketers at 34% priority, based on a 2026 HubSpot marketing statistics report.
- Lead quality and MQLs rank as the top metric for marketers at 39% priority, based on a 2026 HubSpot marketing statistics report.
- ROI ranks as the fourth top metric for marketers at 31% priority after CAC, based on a 2026 HubSpot marketing statistics report.
Customer Value and Retention Statistics
- Subscription acquisition rates at 2.8% in 2024 drove retention-first strategies, based on a 2025 State of Subscriptions report by Subscription Insider.
Revenue and Business Impact Statistics
- Customer Success Management market forecast to USD 2.68 billion in 2026 at 21.7% CAGR through 2031, based on a Mordor Intelligence report cited in 2026 Custify data.
- Customer Success platforms projected to $9.17 billion by 2032 at 22.1% CAGR from 2025, based on a Data Bridge Market Research report cited in 2026 Custify data.
B2B vs B2C Statistics
- B2B companies have higher CAC due to longer sales cycles, based on 2026 industry benchmarks by UserMaven.
- B2C brands have lower CAC from shorter decisions and paid media reach, based on 2026 industry benchmarks by UserMaven.
Industry-Specific Statistics
- Average combined CAC for Legal Services is $915 (organic $584, paid $1,245), based on 2026 benchmarks by UserMaven.
- Average combined CAC for Financial Services is $923 (organic $644, paid $1,202), based on 2026 benchmarks by UserMaven.
- Average combined CAC for Real Estate is $923 (organic $660, paid $1,185), based on 2026 benchmarks by UserMaven.
- Average combined CAC for Manufacturing is $784 (organic $662, paid $905), based on 2026 benchmarks by UserMaven.
- Average combined CAC for Business Consulting is $656 (organic $410, paid $901), based on 2026 benchmarks by UserMaven.
- Average combined CAC for Commercial Insurance is $595 (organic $590, paid $600), based on 2026 benchmarks by UserMaven.
- Average combined CAC for IT & Managed Services is $583 (organic $325, paid $840), based on 2026 benchmarks by UserMaven.
- Average combined CAC for Transportation & Logistics is $584 (organic $436, paid $732), based on 2026 benchmarks by UserMaven.
- Average combined CAC for Medical Device is $628 (organic $501, paid $755), based on 2026 benchmarks by UserMaven.
- Average combined CAC for Entertainment & Media is $329 (organic $190, paid $468), based on 2026 benchmarks by UserMaven.
- Average combined CAC for Pharmaceutical is $178 (organic $196, paid $160), based on 2026 benchmarks by UserMaven.
- Insurance SaaS average CAC is $1,280, based on 2026 SaaS benchmarks by UserMaven.
- Medtech SaaS average CAC is $921, based on 2026 SaaS benchmarks by UserMaven.
- Security SaaS average CAC is $805, based on 2026 SaaS benchmarks by UserMaven.
- Agtech SaaS average CAC is $712, based on 2026 SaaS benchmarks by UserMaven.
- Cleantech SaaS average CAC is $674, based on 2026 SaaS benchmarks by UserMaven.
- Design SaaS average CAC is $658, based on 2026 SaaS benchmarks by UserMaven.
- Adtech SaaS average CAC is $560, based on 2026 SaaS benchmarks by UserMaven.
- Engineering SaaS average CAC is $551, based on 2026 SaaS benchmarks by UserMaven.
- Industrial SaaS average CAC is $542, based on 2026 SaaS benchmarks by UserMaven.
- Proptech SaaS average CAC is $518, based on 2026 SaaS benchmarks by UserMaven.
- Staffing & HR SaaS average CAC is $410, based on 2026 SaaS benchmarks by UserMaven.
- Legaltech SaaS average CAC is $299, based on 2026 SaaS benchmarks by UserMaven.
- eCommerce SaaS average CAC is $274, based on 2026 SaaS benchmarks by UserMaven.
Trust, Influence, and Perception Statistics
- Brands using advanced personalization achieve 20% higher LTV linked to acquisition efficiency, based on a 2024 Segment Personalization Study cited in 2026 Saras Analytics report.
CAC Benchmarks by Channel Type
- Average organic CAC for Real Estate is $660, based on 2026 benchmarks by UserMaven.
- Average paid CAC for Real Estate is $1,185, based on 2026 benchmarks by UserMaven.
References
- https://www.custify.com/blog/customer-success-statistics/
- https://www.sarasanalytics.com/blog/customer-acquisition-strategy
- https://martal.ca/b2b-customer-acquisition-cost-lb/
- https://usermaven.com/blog/average-customer-acquisition-cost
- https://www.hubspot.com/marketing-statistics
- https://corporatevisions.com/blog/b2b-buying-behavior-statistics-trends/