Nitrous Competitions — Action Plan
Built from 12 months of order data (1,617,497 orders, £15,203,342, 442,595 customers).
Generated 08 May 2026.
The headline finding
You're spending £3,408/day (£1.24M/year) on Meta campaigns and ad sets that have produced £32,627 of trackable revenue in 12 months. Tracked ROAS is 0.03×.
The fix isn't more budget — it's stopping the bleed and reinvesting into proven channels (email, SMS, dormant DB reactivation).
Wasted Meta spend (annual)
£1,243,480
Pausable tonight — zero risk
Dormant customers
269,153
Registered, never bought — biggest growth pot
Top 1% spenders
1,745
Earned £5,688,977 (37.4% of revenue)
1TONIGHT — Stop the bleed (12 mins, £3,252/day saved)
| Action | Saving |
|---|
PAUSE Meta campaign ON_Zap_MOF_Sales_Main_Catalogue_UK — earned £86 from 3 orders | £1,500/d |
PAUSE ON_Zap_MOF_Sales_Generic/Evergreen — 0.18× ROAS | £480/d |
PAUSE ON_Zap_TOF_Traffic_UK — 0 attributed orders | £64/d |
CUT ON_Zap_MOF_Spotlight_Adv+ from £800 → £200/d until UTMs fixed | £600/d |
PAUSE ad set BoN 12/07/2024 — £500/d, no attributed orders | £500/d |
PAUSE ad set Broad (Adv+) — wrong optimisation event | £108/d |
| TOTAL DAILY SAVING | £3,252/d = £1.19M/year |
2TOMORROW — Fix the tracking (1.5 hours)
| Action | Tool |
|---|
| Add global URL Parameters template in Meta Ads Manager | Meta Ads Manager → Settings |
| Manually UTM-tag the 2 remaining active campaigns | Meta Ads Manager → Edit Ads |
| Install Meta Conversions API (CAPI) server-side | WordPress Pixel plugin |
| Verify with Meta Test Events tool | Meta Pixel Helper |
Why first: currently 1.7% of ads have UTMs — every future decision is half-blind without this fix.
3THIS WEEK — Activate dormant database (£0 cost, +£200-400K)
| Action | Owner | Expected impact |
|---|
| Export 269,153 dormant customers from Klaviyo | Aliyah | Targeting list ready |
| Build 5-email reactivation flow (Welcome back · Free entry · £5 voucher · Last chance · Goodbye) | Aliyah | Always-on revenue source |
| Send to first 5,000-customer cohort at Saturday 18:00 UTC | Aliyah | ~50 first orders + signal |
| A/B test subject lines, scale winner | Aliyah | +£200-400K/year |
4WEEK 2 — Activate the 28 drafted Klaviyo flows
| Flow | Trigger | Expected lift |
|---|
| Abandoned cart | Customer left checkout without paying | +£35-50K/year |
| Browse abandonment | Visited a comp page, didn't buy | +£20-30K/year |
| Post-purchase upsell | 2 hours after purchase, push next draw | +£60-80K/year |
| Win-back | Customer 60+ days inactive | +£40-60K/year |
| VIP welcome (top 1%) | Customer hits £500 LTV | +£20-40K/year |
5WEEK 3 — Send-time discipline + Lookalike-1% (zero cost)
| Best email day = Saturday 18:00 UTC (£0.24/recipient — vs Friday £0.16) |
| Best SMS day = Friday 18:00 UTC (close to draw, click rate 30.7%) |
| No emails before 17:00 UTC (morning sends earn HALF of evening sends) |
| Build Lookalike-1% audience from 1,745 top spenders |
| Launch new Advantage+ Shopping at £100/day with proper UTMs from day 1 |
6WEEK 4 — Channel diversification
| Set up Google Brand Search at £500/d (defend the £1.7M of organic Google revenue) |
| Set up Google Shopping for top 10 comps |
| Test TikTok Spark Ads at £100/d with vertical Reels-style creative |
| Triple SMS frequency (91 → 180 campaigns per quarter) |
7ONGOING — Competition catalogue rules
| Day | Format |
|---|
| Mon | Mid-tier Instant Win |
| Tue | Flip & Win OR Scratch & Win (alternate) |
| Wed | Bonus Instant Win — short live |
| Thu | £10-50K Tax-Free Cash |
| Fri | HEADLINE Instant Win + Vehicle — biggest night, full crew |
| Sat | Quick Draw Cash + Prize Every Time |
| Sun | Premium Dream Car — highest avg revenue/comp at £105K |
Permanently kill these competition categories:
- All gaming consoles (PS5, Xbox, Switch, Quest) — avg £121/day
- All TVs / Apple / Samsung tech — avg £141/day
- Small kitchen appliances (Ninja, Shark, Lay-Z-Spa, Philips Lumea) — avg ~£300/day
Replace with replicated £5,000 INSTANT WINS formula — your top 4 of 15 best comps all use this template.
📊90-DAY EXPECTED IMPACT
| Action | Annual £ impact |
|---|
| Pause dud Meta campaigns + zombie ad sets | +£1,243,480 saved |
| Reactivate dormant customers (1-2% conv.) | +£200,000 to £400,000 |
| Triple SMS volume | +£240,000 to £400,000 |
| Activate 5 priority Klaviyo flows | +£175,000 to £260,000 |
| Lookalike-1% Meta scaling | +£150,000 to £300,000 |
| Send-time discipline (email) | +£80,000 to £100,000 |
| Google Brand Search defence | +£100,000 to £300,000 |
| TOTAL ANNUAL BENEFIT (low → high) | +£2.35M to +£3.16M |
| Current annual revenue | £15,203,342 |
| NET REVENUE UPLIFT | +15.5% to +20.8% |
The bottom line
Pause the £3,408/day of underperforming Meta spend tonight. Redirect 25% of the saving into reactivation, SMS, Klaviyo flows and Lookalike-1% — pocket the other 75% as profit. Net result: same revenue with £900K+ more profit, OR 15-20% revenue growth with no extra ad spend.