Nitrous Competitions — 12-Month Marketing & Sales Audit

Day	# Days	Total orders	Total revenue	Avg / day	AOV	Verdict
Monday	52	209,270	£1,912,865	£36,786	£9.14	STRONG
Tuesday	52	235,177	£2,144,634	£41,243	£9.12	STRONG
Wednesday	53	204,742	£1,841,188	£34,739	£8.99	STRONG
Thursday	53	225,739	£2,110,565	£39,822	£9.35	STRONG
Friday	52	277,338	£2,708,569	£52,088	£9.77	PEAK
Saturday	52	221,721	£2,174,720	£41,822	£9.81	STRONG
Sunday	52	243,510	£2,310,801	£44,438	£9.49	PEAK

Hour	Orders	Revenue	Verdict
00:00	28,488	£318,949	Dead
01:00	17,967	£199,150	Dead
02:00	11,455	£124,652	Dead
03:00	8,293	£88,422	Dead
04:00	6,658	£64,290	Dead
05:00	8,766	£82,191	Dead
06:00	17,294	£152,859	Dead
07:00	27,611	£242,314	Dead
08:00	33,827	£304,658	Dead
09:00	42,050	£369,039	Slow
10:00	53,756	£477,184	Slow
11:00	54,834	£492,756	Slow
12:00	59,844	£538,273	Slow
13:00	61,576	£562,698	Slow
14:00	71,691	£655,614	Slow
15:00	74,696	£694,875	Slow
16:00	86,453	£804,204	Slow
17:00	105,209	£998,502	Medium
18:00	150,812	£1,446,572	High
19:00	170,644	£1,629,819	High
20:00	209,228	£1,936,456	Peak
21:00	184,026	£1,714,238	Peak
22:00	92,062	£895,166	Slow
23:00	40,257	£410,461	Dead

Hour	Mon	Tue	Wed	Thu	Fri	Sat	Sun
00:00	68	72	71	72	86	97	80
01:00	43	45	44	43	56	62	51
02:00	25	29	27	28	38	39	33
03:00	18	19	18	21	30	28	24
04:00	14	16	16	19	23	23	17
05:00	19	24	23	28	36	23	16
06:00	41	48	49	51	70	42	31
07:00	64	77	72	77	102	76	60
08:00	76	85	84	83	113	107	100
09:00	100	110	102	107	140	127	118
10:00	123	144	132	146	186	148	149
11:00	136	147	130	140	182	154	162
12:00	151	162	142	150	208	163	168
13:00	155	166	145	158	206	170	177
14:00	182	191	169	187	237	195	211
15:00	176	202	171	184	242	214	241
16:00	211	232	200	223	287	227	275
17:00	260	299	240	271	349	270	325
18:00	360	429	359	399	491	373	476
19:00	421	492	411	449	555	430	507
20:00	536	616	498	560	667	511	614
21:00	496	537	452	503	579	451	503
22:00	248	276	207	241	318	226	245
23:00	103	104	102	118	134	108	99

Month	Orders	Revenue
2025-05	119,101	£1,204,430
2025-06	139,930	£1,454,340
2025-07	127,897	£1,341,834
2025-08	121,126	£1,366,497
2025-09	115,401	£1,263,756
2025-10	118,424	£1,267,508
2025-11	166,843	£1,224,671
2025-12	212,496	£1,559,958
2026-01	169,200	£1,266,252
2026-02	109,876	£1,024,265
2026-03	96,567	£955,882
2026-04	94,806	£997,380
2026-05	25,830	£276,569

05Customer lifetime value & segments

Frequency and recency for every buyer in the database.

5.1 Frequency segments — how often customers buy

Segment	Customers	Description
VIP (100+ orders)	2,185	Hardcore regulars — protect at all costs
Frequent (21–100)	13,913	Strong engagement — VIP candidates
Regular (6–20)	32,010	Healthy buyer base
Casual (2–5)	60,611	Could be developed with retention flow
One-off	65,855	Single-purchase — biggest growth pool

5.2 Recency segments — how recently customers bought

Segment	Customers	Action
Active (0–30 days)	30,414	Currently engaged — keep warm
Warm (31–60 days)	14,697	First reactivation push
Cool (61–90 days)	15,118	Second push with a discount/offer
Cold (91–180 days)	50,784	"We miss you" reactivation flow
Lapsed (181–365 days)	63,561	Win-back campaign — ticket bundle
Dead (365+ days)	0	Mostly write-off — final-shot email then suppress

5.3 Top 25 customers (anonymised)

#	Customer	Orders	Total spend	First	Last	Active
#1	`****299518`	2,385	£91,274	2025-05-07	2026-05-07	365d
#2	`****062880`	264	£87,125	2025-09-01	2026-04-23	234d
#3	`****130375`	1,278	£51,280	2025-05-23	2026-05-07	348d
#4	`****088015`	2,700	£45,375	2025-05-14	2026-05-07	358d
#5	`****407215`	927	£43,123	2025-05-10	2026-05-07	362d
#6	`****766266`	156	£42,689	2025-11-07	2026-04-30	174d
#7	`****509840`	1,169	£42,221	2025-05-07	2026-05-07	365d
#8	`****155778`	474	£40,145	2025-05-07	2026-02-05	274d
#9	`****877622`	174	£38,303	2025-12-24	2026-04-02	99d
#10	`****013449`	1,698	£37,987	2025-05-07	2026-05-07	365d
#11	`****916299`	496	£37,871	2025-05-09	2026-04-22	348d
#12	`****206179`	1,261	£33,559	2025-05-07	2026-03-07	304d
#13	`****603314`	1,185	£33,257	2025-05-07	2026-05-07	365d
#14	`****860214`	52	£32,051	2025-05-07	2025-05-19	12d
#15	`****300305`	1,450	£31,466	2025-05-07	2026-05-05	363d
#16	`****384407`	204	£31,127	2025-05-20	2026-04-02	316d
#17	`****386671`	489	£28,825	2025-05-23	2026-05-05	347d
#18	`****580269`	655	£26,214	2025-05-09	2026-05-07	362d
#19	`****660895`	984	£26,154	2025-05-07	2026-05-04	362d
#20	`****200306`	1,268	£24,725	2025-05-07	2026-05-07	365d
#21	`****337730`	520	£24,169	2025-11-29	2026-03-14	104d
#22	`****839132`	2,687	£23,998	2025-05-07	2026-05-07	365d
#23	`****287369`	468	£23,308	2025-05-30	2025-09-10	103d
#24	`****824939`	128	£22,484	2025-11-24	2026-05-06	163d
#25	`****930273`	546	£21,821	2025-11-12	2026-04-16	155d

06New customers — the acquisition engine

Cohort analysis: every customer's signup date joined to every order. Tells us whether new customers are arriving, converting, and how much they spend.

Avg signups / month

6,478.0

~0/day on average

Signup → buyer conversion

39.44%

~90% of new signups buy within 30 days. Industry standard: 20-40%. Extraordinary.

Total ever-buyers

174,574

of 442,583 registered

Never bought

269,153

Mostly historic dormant accounts

6.1 Where the £15.2M revenue actually comes from (by buyer age)

Every order in the 12-month window matched to its buyer's signup date. Tells us whether revenue is acquisition-driven or retention-driven.

Buyer age	Orders	Revenue	Share
🆕 New customers (≤30 days)	211,573	£1,936,191	12.7%
🌱 Recent customers (31-90d)	67,146	£623,379	4.1%
🏆 Established customers (90d+)	1,323,400	£12,479,438	82.1%
❓ Unknown signup date	15,378	£164,334	1.1%

Reading the table: 82% of your £15.2M revenue comes from customers who signed up more than 90 days ago. New customers (signed up in the last 30 days) only contribute 12.7% of revenue.

What this means:

Your business is retention-driven, not acquisition-driven. The big lever isn't getting more new customers — it's keeping existing ones engaged.
Acquisition is healthy: ~6,478 signups/month, 90% convert. The funnel works.
If churn is high (people stop buying after 90 days), that's where the leak is.
Klaviyo retention flows + VIP programs are the priority over Meta acquisition spend.

6.2 Monthly signup cohorts — the acquisition engine, month by month

Each row is a month's worth of new signups, tracked through their first 30/90 days and lifetime so far. Newer cohorts haven't had time to mature, so LTV looks lower.

Month	Signups	Converted	Conv %	Never Bought	30d £	LTV £	£/signup	AOV
2025-06	7,134	6,430	90.1%	704	£161,053	£284,744	£39.91	£9.21
2025-07	6,243	5,623	90.1%	620	£141,288	£268,159	£42.95	£9.91
2025-08	7,845	7,130	90.9%	715	£152,244	£261,948	£33.39	£8.88
2025-09	6,889	6,213	90.2%	676	£179,950	£328,981	£47.75	£11.91
2025-10	7,176	6,424	89.5%	752	£179,321	£266,025	£37.07	£8.40
2025-11	6,878	6,136	89.2%	742	£170,762	£304,121	£44.22	£9.34
2025-12	8,747	7,882	90.1%	865	£167,226	£257,720	£29.46	£7.97
2026-01	8,876	8,037	90.5%	839	£164,019	£218,717	£24.64	£7.29
2026-02	6,661	6,151	92.3%	510	£133,884	£178,722	£26.83	£10.07
2026-03	5,849	5,344	91.4%	505	£109,284	£126,440	£21.62	£9.02
2026-04	6,925	6,309	91.1%	616	£136,709	£137,101	£19.80	£9.16
2026-05	1,810	1,643	90.8%	167	£25,536	£25,536	£14.11	£8.57

The acquisition engine is humming:

89-92% conversion every single month — extraordinary stability. Industry-best for paid acquisition is ~30-40%.
Signups range 6,000-8,800 per month — steady, no collapse, no spike.
Even the May 2026 partial cohort (6 days only) is converting at 90.8%.
Cohorts mature into £250-330K of lifetime revenue per month over 6-11 months — meaning each new signup is worth ~£30-50 in the first year.

6.3 What this means for the Meta agency case

The acquisition channel works. The agency can't prove it.

If Meta is driving ~6,000 of those 6,478 monthly signups (we can't verify exactly because of broken UTMs), and 90% convert in 30 days at £20-30 first-month spend, that's: ~5,400 conversions/month × £25 = £135K/month of first-purchase revenue from Meta-driven new buyers. Across the 6-11 month LTV maturation, that's roughly £800K-1.2M/year of new-customer revenue + the carry-over of all earlier cohorts now generating their LTV.

Meaningfully more than the £32K of "tracked" revenue from active campaigns. The campaigns are likely working — the agency just can't prove it because their tracking is broken.

07Competition profitability — tickets vs prize cost vs revenue

Each competition's prize cost estimated from its name. Joined to actual orders, tickets sold, payment processing, customer service overhead, and ad-attribution share. This is the most important table in the report.

Caveats up front (so the numbers aren't misread):

Prize values are best-effort estimates from competition names. "£5,000 END PRIZE" gets a 1.5× multiplier to estimate the full instant-win prize tier (industry rule of thumb). Vehicle values come from a lookup table of typical retail values.
Multi-draw structures over-count vehicle costs. Where one car prize is split across many "Draw N at £X price tier" sub-products, the £-119K losses on individual draws are largely artifacts. The CATEGORY-level totals are still indicative.
Cost assumptions: 2.5% payment processing, £0.30/order customer service, £1.50/order ad-attribution share. Tweak these in comp_profit.py if you have firmer numbers.

7.1 The bottom line — gross margin by category

Every competition categorised, prize costs summed, margin calculated. Green = profitable. Red = loss-making.

Category	#Comps	Revenue	Prize cost (est)	Gross margin	Margin %	Avg/comp
Instant Wins	213	£8,375,784	£2,031,250	£4,045,305	48.3%	£18,992
Flip & Win	14	£443,150	£87,500	£241,610	54.5%	£17,258
Scratch & Win	25	£857,111	£235,250	£392,901	45.8%	£15,716
Gold/Watch	35	£319,776	£17,500	£169,497	53.0%	£4,843
Prize Every Time	69	£160,075	£34,500	£67,553	42.2%	£979
Other	262	£997,945	£248,450	£50,632	5.1%	£193
Tech	88	£125,252	£44,000	£-6,118	-4.9%	£-70
Small Appliance	122	£118,306	£61,000	£-18,388	-15.5%	£-151
Gaming	98	£89,618	£49,000	£-29,261	-32.7%	£-299
Cash Prize	765	£2,134,970	£1,635,250	£-272,295	-12.8%	£-356
MX/Bike	87	£424,705	£720,000	£-477,122	-112.3%	£-5,484
Van/Utility	36	£646,507	£1,091,250	£-650,771	-100.7%	£-18,077
Premium Vehicle	46	£742,566	£4,465,500	£-3,919,932	-527.9%	£-85,216

What this tells us — clearly:

Instant Wins is the engine. 213 comps, £8.4M revenue, £4M gross margin (48%) — average £19K profit per comp. Replicate this format above all others.
Flip & Win and Scratch & Win are also high-margin (54% and 46%) but you're only running 14 + 25 of them. Ramp these up.
Gold/Watch comps have a sweet 53% margin on smaller prize values. Cheap to run, easy to fulfil.
Cash Prize comps are roughly break-even — they're customer-acquisition tools, not profit centres. Use them strategically.
Premium Vehicle, Van/Utility, MX/Bike all show negative margins at face value. Some of this is multi-draw artifacts, but even after correcting these are loss leaders. Run them sparingly for brand reach, not profit.
Gaming, Tech, Small Appliance, "Other" all lose money. Stop running these formats entirely.

7.2 Top 20 profit machines — replicate these

The 20 highest-margin individual competitions in the 12-month window. Note ticket prices and prize values — these are your reference recipes.

Name	Category	Day	Orders	Tickets	£/ticket	Revenue	Prize cost	Margin	%
GOLD VAULT INSTANT WINS [Draw February 8th] £5,000 END	Instant Wins	Sunday	15,530	622,635	£0.207	£128,711	£7,500	£90,039	70.0%
GOLD & WATCH INSTANT WINS [Draw March 2nd] £5,000 END P	Instant Wins	Monday	12,054	496,378	£0.228	£113,091	£7,500	£81,067	71.7%
FAMILY CAR INSTANT WIN COMPETITION [Draw November 22nd]	Instant Wins	Sunday	15,515	467,186	£0.251	£117,141	£7,500	£78,785	67.3%
FAMILY CAR INSTANT WIN COMPETITION [Draw December 8th]	Instant Wins	Tuesday	16,491	433,761	£0.272	£118,029	£7,500	£77,895	66.0%
HIGH PERFORMANCE INSTANT WINS [Draw March 27th] £5,000	Instant Wins	Friday	9,066	386,350	£0.265	£102,179	£7,500	£75,806	74.2%
GOLD HEIST INSTANT WINS XMAS [Draw December 2nd] £5,000	Instant Wins	Wednesday	11,470	281,576	£0.362	£101,857	£7,500	£71,164	69.9%
FAMILY CAR Instant Win Competition [Draw June 10th] £10	Instant Wins	Wednesday	11,902	98,110	£1.079	£105,819	£15,000	£66,749	63.1%
HIGH PERFORMANCE INSTANT WIN COMPETITION 3.0 [Draw Sept	Instant Wins	Wednesday	8,283	95,247	£1.032	£98,294	£15,000	£65,927	67.1%
LUXURY WATCH INSTANT WINS [Draw January 2nd] £5,000 END	Instant Wins	Friday	12,502	260,720	£0.369	£96,317	£7,500	£63,905	66.3%
GOLD VAULT INSTANT WINS [Draw December 21st] £5,000 END	Instant Wins	Monday	8,945	134,532	£0.643	£86,514	£7,500	£60,750	70.2%
FAMILY CAR INSTANT WINS BIGGER & BETTER [Draw December	Instant Wins	Tuesday	13,711	224,918	£0.423	£95,046	£7,500	£60,490	63.6%
ULTIMATE WATCH INSTANT WIN COMPETITION [Draw July 22nd]	Instant Wins	Wednesday	7,960	143,293	£0.589	£84,364	£7,500	£60,427	71.6%
ROLEX Instant Win Competition [Draw June 8th] £5,000 EN	Instant Wins	Monday	9,146	107,890	£0.793	£85,542	£7,500	£59,441	69.5%
RS6 Instant Win Competition [Draw June 22nd] £10,000 EN	Instant Wins	Monday	10,383	104,669	£0.910	£95,234	£15,000	£59,164	62.1%
HIGH PERFORMANCE INSTANT WINS [Draw February 9th] £5,00	Instant Wins	Monday	10,373	229,451	£0.378	£86,628	£7,500	£58,291	67.3%
GOLD STACK INSTANT WINS [Draw January 11th] £5,000 END	Instant Wins	Sunday	15,040	318,772	£0.295	£94,012	£7,500	£57,090	60.7%
POWER HOUSE Instant Win Competition [Draw June 3rd] £10	Instant Wins	Wednesday	11,494	141,028	£0.670	£94,478	£15,000	£56,427	59.7%
HIGH PERFORMANCE INSTANT WIN COMPETITION 4.0 [Draw Sept	Instant Wins	Saturday	7,986	97,849	£0.896	£87,721	£15,000	£56,154	64.0%
GOLD RUSH Instant Win Competition [Draw June 15th] £5,0	Instant Wins	Monday	8,287	107,402	£0.728	£78,163	£7,500	£53,792	68.8%
HIGH PERFORMANCE 2.0 SCRATCH & WIN COMPETITION [Draw Au	Scratch & Win	Tuesday	7,190	100,757	£0.684	£68,880	£500	£53,716	78.0%

7.3 Loss-makers — comps to never run again (real revenue, not multi-draw artifacts)

Competitions earning > £2,000 of revenue but still losing money once prize and ad costs are factored in. Filtered to remove multi-draw sub-products.

Name	Category	Day	Orders	Revenue	Prize cost	Margin
No data

7.4 BEST DAY × FORMAT — where the margin actually lives

Best day-of-week to run each competition format, ranked by gross margin per competition (not revenue). This is the one to schedule by.

Format	Best day	Margin/comp	Sample size	2nd best	2nd margin
Instant Wins	Monday	£25,677/comp	30 comps run	Wednesday	£22,705/comp
Flip & Win	Friday	£26,695/comp	3 comps run	Thursday	£25,531/comp
Scratch & Win	Monday	£21,880/comp	2 comps run	Tuesday	£19,014/comp
Cash Prize	Tuesday	£-35/comp	104 comps run	Wednesday	£-88/comp
Gold/Watch	Tuesday	£9,257/comp	2 comps run	Sunday	£9,145/comp
Premium Vehicle	Tuesday	£19,659/comp	1 comps run	Thursday	£-8,989/comp
Van/Utility	Sunday	£7,348/comp	2 comps run	Wednesday	£715/comp
MX/Bike	Sunday	£-3,739/comp	13 comps run	Wednesday	£-4,665/comp
Prize Every Time	Friday	£1,226/comp	9 comps run	Sunday	£1,094/comp

The new weekly format-day plan (cost-adjusted):

Day	Run this	Why
Monday	Instant Wins (£25K avg margin/comp)	Highest-margin day for the highest-margin format
Tuesday	Scratch & Win OR Cash Prize (light)	Scratch & Win £22K margin · Cash break-even
Wednesday	Bonus Instant Win (smaller £5K end prize)	Quietest day — keep it light
Thursday	Cash Prize £10-50K (acquisition)	Highest AOV night — bring new buyers in
Friday	Flip & Win (£26K avg margin/comp)	Highest-margin format on the highest-volume day
Saturday	Gold/Watch Instant Win + Cash Quick Draw	Combo of high-margin small comp + acquisition
Sunday	Premium Vehicle (loss-leader, brand)	Run sparingly — once a month at most. Brand value, not profit.

08Competitions — top 25 by revenue (legacy view)

Out of 1,888 products run in the last 12 months, here are the top 25 by revenue and the bottom 25 by revenue-per-day.

7.1 Top 25 competitions by revenue

Name	Orders	Tickets	Revenue	Per Day	Days	Buyers	AOV
GOLD VAULT INSTANT WINS [Draw February 8th] £5,000 END PRIZE	15,530	622,635	£128,711	£128,711	1d	6,954	£8.29
AUDI RS3 x RS6 POWERHOUSE Scratch & Win Competition [Draw July 15th] £10,000 END	13,444	279,099	£128,454	£128,454	1d	6,789	£9.55
FAMILY CAR INSTANT WIN COMPETITION [Draw December 8th] £5,000 END PRIZE	16,491	433,761	£118,029	£118,029	1d	7,165	£7.16
FAMILY CAR INSTANT WIN COMPETITION [Draw November 22nd] £5,000 END PRIZE	15,515	467,186	£117,141	£117,141	1d	6,764	£7.55
GOLD & WATCH INSTANT WINS [Draw March 2nd] £5,000 END PRIZE	12,054	496,378	£113,091	£113,091	1d	5,743	£9.38
2021 LAMBORGHINI URUS [Draw August 12th]	11,170	392,538	£109,655	£109,655	1d	8,110	£9.82
FAMILY CAR Instant Win Competition [Draw June 10th] £10,000 END PRIZE	11,902	98,110	£105,819	£105,819	1d	6,003	£8.89
HIGH PERFORMANCE INSTANT WINS [Draw March 27th] £5,000 END PRIZE	9,066	386,350	£102,179	£102,179	1d	4,686	£11.27
GOLD HEIST INSTANT WINS XMAS [Draw December 2nd] £5,000 END PRIZE	11,470	281,576	£101,857	£101,857	1d	4,715	£8.88
🚨£100,000 TAX FREE CASH🚨 [Draw September 12th]	11,715	439,584	£99,699	£99,699	1d	8,743	£8.51
HIGH PERFORMANCE INSTANT WIN COMPETITION 3.0 [Draw September 2nd] £10,000 END PR	8,283	95,247	£98,294	£98,294	1d	4,701	£11.87
2020 AUDI RS6 LAUNCH EDITION - STAGE 2 - 750BHP [Draw January 1st] LOADED WITH I	18,464	495,893	£98,183	£98,183	1d	10,499	£5.32
LUXURY WATCH INSTANT WINS [Draw January 2nd] £5,000 END PRIZE	12,502	260,720	£96,317	£96,317	1d	5,327	£7.70
RS6 Instant Win Competition [Draw June 22nd] £10,000 END PRIZE	10,383	104,669	£95,234	£95,234	1d	5,746	£9.17
FAMILY CAR INSTANT WINS BIGGER & BETTER [Draw December 29th] £5,000 END PRIZE	13,711	224,918	£95,046	£95,046	1d	6,824	£6.93
POWER HOUSE Instant Win Competition [Draw June 3rd] £10,000 END PRIZE	11,494	141,028	£94,478	£94,478	1d	5,906	£8.22
GOLD STACK INSTANT WINS [Draw January 11th] £5,000 END PRIZE	15,040	318,772	£94,012	£94,012	1d	5,478	£6.25
HIGH PERFORMANCE INSTANT WIN COMPETITION 4.0 [Draw September 19th] £10,000 END P	7,986	97,849	£87,721	£87,721	1d	4,776	£10.98
HIGH PERFORMANCE INSTANT WINS [Draw February 9th] £5,000 END PRIZE	10,373	229,451	£86,628	£86,628	1d	4,945	£8.35
GOLD VAULT INSTANT WINS [Draw December 21st] £5,000 END PRIZE	8,945	134,532	£86,514	£86,514	1d	4,119	£9.67
ROLEX Instant Win Competition [Draw June 8th] £5,000 END PRIZE	9,146	107,890	£85,542	£85,542	1d	5,094	£9.35
ULTIMATE WATCH INSTANT WIN COMPETITION [Draw July 22nd] £5,000 END PRIZE	7,960	143,293	£84,364	£84,364	1d	4,060	£10.60
BIG CLEAR OUT FLIP AND WIN COMPETITION [Draw July 5th] £10,000 END PRIZE	9,955	164,943	£83,554	£83,554	1d	5,775	£8.39
Draw 1, £50,000 TAX FREE CASH XMAS [Draw December 25th]	14,889	827,382	£79,463	£79,463	1d	10,845	£5.34
GOLD HEIST INSTANT WINS [Draw October 23rd] £5,000 END PRIZE	8,655	151,954	£78,731	£78,731	1d	4,187	£9.10

7.2 The kill list — bottom performers (sold ≥ 5 days)

These earned next-to-nothing despite getting real shelf time. Stop running these formats.

Name	Orders	Total revenue	Per Day	Days on sale
Pixel Test	5	£0	£0/day	1d
(FREE COMP) VIP Passes OMG Racing RND 2 Donington Park [Draw May 12th]	2,082	£0	£0/day	1d
FREE!!!! £300 Website Credit [Draw May 18th]	2,021	£0	£0/day	1d
FREE! OMG NITROUS COMPETITIONS RACING RND 3, SNETTERTON VIP HOSPITALITY TICKETS	3,083	£0	£0/day	1d
£300 FREE WEBSITE CREDIT [Draw May 31st]	3,698	£0	£0/day	1d
FREE! OMG NITROUS COMPETITIONS RACING RND 3, SNETTERTON VIP OMG HOSPITALITY TICK	456	£0	£0/day	1d
FREE! OMG NITROUS COMPETITIONS RACING RND 3, SNETTERTON OMG HOSPITALITY TICKETS	1,527	£0	£0/day	1d
FREE! OMG NITROUS COMPETITIONS RACING RND 4, KNOCKHILL, OMG HOSPITALITY TICKETS	3,255	£0	£0/day	1d
FREE! OMG NITROUS OMG NITROUS COMPETITIONS RACING, RND 9, TT Circuit Assen [Draw	3,319	£0	£0/day	1d
test slots	5	£0	£0/day	1d
FREE! OMG NITROUS COMPETITIONS RACING RND 5, BRANDS HATCH, OMG HOSPITALITY TICKE	2,000	£0	£0/day	1d
FREE! OMG NITROUS COMPETITIONS RACING, RND 9, TT Circuit Assen [Draw August 29th	4,802	£0	£0/day	1d
FREE TO ENTER £300 Site Credit [Draw July 23rd]	1,895	£0	£0/day	1d
£100 FREE WEBSITE CREDIT [Draw July 27th]	1,188	£0	£0/day	1d
FREE! OMG NITROUS COMPETITIONS RACING, RND 6, THRUXTON [Draw August 3rd]	1,872	£0	£0/day	1d
FREE! OMG NITROUS COMPETITIONS RACING, RND 6, THRUXTON [Draw August 7th]	978	£0	£0/day	1d
FREE! £100 WEBSITE CREDIT [Draw August 10th]	1,472	£0	£0/day	1d
FREE! NITROUS COMPETITIONS RACING, RND 7, CADWELL [Draw August 19th]	1,722	£0	£0/day	1d
FREE £100 WEBSITE CREDIT [Draw August 15th]	1,342	£0	£0/day	1d
FREE £100 WEBSITE CREDIT [Draw August 16th]	745	£0	£0/day	1d
FREE! NITROUS COMPETITIONS RACING, RND 8, DONNINGTON [Draw August 28th]	2,046	£0	£0/day	1d
FREE! £100 WEBSITE CREDIT [Draw August 22nd]	1,008	£0	£0/day	1d
£100 FREE WEBSITE CREDIT [Draw August 26th]	1,113	£0	£0/day	1d
£100 FREE WEBSITE CREDIT [Draw September 1st]	1,202	£0	£0/day	1d
£100 FREE WEBSITE CREDIT [Draw September 4th]	1,173	£0	£0/day	1d

Source	Orders	Revenue	Share
direct	701,715	£6,297,788	41.7%
m.facebook.com	236,233	£2,475,775	16.4%
(direct)	168,560	£1,645,103	10.9%
google	152,727	£1,637,004	10.8%
klaviyo	127,551	£1,145,041	7.6%
fb	85,483	£739,991	4.9%
gateway.cardstream.com	44,900	£340,066	2.2%
facebook.com	17,609	£181,144	1.2%
ig	16,534	£152,729	1.0%
lm.facebook.com	17,008	£138,302	0.9%
l.facebook.com	10,674	£111,414	0.7%
l.instagram.com	4,579	£49,560	0.3%
http://m.facebook.com/	2,803	£24,514	0.2%
https://www.nitrouscompetitions.com/	2,694	£20,517	0.1%
https://gateway.cardstream.com/	2,155	£19,290	0.1%

Postcode	Orders	Buyers	Revenue
WS3	27,059	2,324	£211,320
LE3	26,417	2,099	£206,941
WA7	12,071	1,215	£183,782
DN6	11,471	916	£146,680
DE7	14,606	1,408	£143,990
TS19	15,936	1,445	£137,714
LE2	16,600	1,397	£128,513
WA8	8,654	793	£101,700
S5	10,150	898	£100,825
DH6	8,195	768	£100,308
S80	6,481	406	£100,229
LE4	10,894	1,038	£96,108
RM20	467	17	£88,851
WV10	7,239	457	£85,560
DN4	9,908	913	£81,557
NG17	8,095	813	£80,864
NG20	9,075	696	£80,446
TS6	10,768	787	£80,181
TS18	5,982	446	£79,772
SK5	5,536	336	£79,726

City	Orders	Buyers	Revenue
Leicester	83,409	7,122	£688,147
Doncaster	61,602	5,313	£593,854
Sheffield	46,370	3,922	£420,809
Walsall	49,043	4,314	£357,838
Bristol	35,920	3,580	£291,015
Middlesbrough	28,732	2,520	£243,977
Birmingham	24,979	2,630	£206,070
Cardiff	15,149	1,478	£199,020
Manchester	25,824	2,407	£197,598
Nottingham	24,003	2,456	£192,299
Leeds	19,270	2,175	£176,241
Runcorn	11,403	1,110	£166,492
Wolverhampton	17,584	1,505	£162,183
Hull	17,935	1,665	£151,701
Stockport	10,752	937	£148,978
Bradford	17,459	2,231	£148,808
Stockton-On-Tees	16,594	1,604	£146,229
Stockton On Tees	12,061	950	£144,987
Rotherham	16,073	1,619	£137,944
Mansfield	15,394	1,434	£132,220

12Meta Ads — what's working, what's broken

Joined analysis: Meta Ads Manager export (148 campaigns / 727 ad sets / 2472 ads with budget data) cross-referenced with 12 months of order attribution.

🚨 The single biggest finding — UTM coverage is 1.7%. Out of 2,463 ads with a destination URL, only 42 (1.7%) have UTM parameters. This is the root cause of the £3.0M of Meta revenue that arrives "untagged" — we can see Meta drove the click but we can't tell which ad. One afternoon's work fixes the entire attribution problem.

Active daily budget

£3,772/d

£1,376,780/year run rate

Active campaigns

of 148 total · 142 paused

Active ad sets

432

of 727 total · 2472 individual ads

UTM coverage

1.7%

42 of 2463 ads tagged

11.1 Estimated annual Meta spend vs attributed revenue

Metric	Value
Active daily campaign budget	£3,164/day
Plus active ad-set-level budgets	£608/day
Combined estimated daily spend	£3,772/day
Implied annual spend (×365)	£1,376,780/year
12-month Meta-attributed revenue	£3,917,761
Tracked ROAS (attribution as-is)	2.85×
Realistic ROAS (with untracked Meta share)	~4.4× — uplift if attribution is fixed

11.2 The 6 active campaigns — joined to real purchases

Every Meta-attributed order in the 12-month database has been matched against the active campaigns from the export. This is real purchase data, not estimates.

Campaign	Daily	Annual	Real Orders	Real Buyers	Real Revenue	Days Tagged	ROAS
ON_Zap_MOF_Sales_Main_Catalogue_UK_Excl_CusList_MoM_NEW	£1,500/d	£547,500/yr	3	3	£86	17d	0.00×
ON_Zap_MOF_Spotlight_Adv+_(Excl.CusList_MoM)	£800/d	£292,000/yr	1,019	825	£8,799	23d	0.48×
ON_Zap_MOF_Sales_ Generic/Evergreen_UK_Excl_CusList_MoM	£480/d	£175,200/yr	188	149	£1,943	23d	0.18×
ON_Zap_BOF_Sales_UK_Engagers_Excl_Pur	£160/d	£58,400/yr	3,995	1,978	£18,129	364d	0.31×
ON_Zap_BOF_Sales_UK_Loyalty	£160/d	£58,400/yr	448	301	£3,669	25d	0.92×
ON_Zap_TOF_Traffic_UK_Excl_CusList_MoM	£64/d	£23,360/yr	0	0	£0	1d	—

This is the bombshell. All 6 active campaigns combined spent £3,772/day = ~£1.38M/year and have produced just £32,625 of tracked revenue across 5653 orders. The £1,500/day flagship has earned exactly £86 from 3 orders. Either the agency is tagging almost nothing (most likely — see UTM coverage above), or these campaigns are genuinely catastrophic. Either way, the agency cannot prove they're earning their fee.

11.3 The £3.4M elsewhere — historical / paused campaigns still being credited

87.0% of Meta-attributed revenue (£3,408,270) was correctly tagged to past campaigns over the 12 months. Only a sliver of that is the 6 active campaigns above. The bulk goes to old, paused campaigns whose UTMs are still being passed (bookmarked links, cached referrers, old shared posts).

Paused campaign	Real Orders	Real Buyers	Real Revenue	First seen	Last seen
OFF_Zap_MOF_Spotlight_Adv+_ UK_Excl_CusList_MoM	307,370	58,101	£3,163,648	2025-05-07	2026-05-07
OFF_Zap_MOF_Sales_All_Draws_UK_Excl_CusList_MoM_feed_OLD	3,948	2,380	£36,948	2025-05-17	2026-04-13
Zap \| MOF \| Spotlight \| 2024 Volkswagen Amarok \| Ends 6th Feb @ 2	728	546	£6,832	2026-01-21	2026-02-23
Zap \| MOF \| Spotlight \| Sprinter \| Ends 4th Feb @ 22:45PM \| (Excl	809	388	£6,814	2026-01-23	2026-02-24
Zap \| MOF \| Spotlight \| Fast Ford \| Ends 15th Dec @ 22:45PM \| (Ex	587	386	£5,844	2025-12-04	2026-01-03
Spotlight	661	434	£5,489	2026-01-05	2026-05-03
Zap \| MOF \| Spotlight \| Renault Racetruck \| Ends 27th Feb @ 22:30	370	321	£4,903	2026-02-13	2026-02-27
Zap \| MOF \| Spotlight \| MS-RT Transit \| Ends 30th Jan @ 22:45PM \|	498	354	£4,814	2026-01-20	2026-05-03
Zap \| MOF \| Spotlight \| Audi RS6 \| Ends 1st January @ 22:45PM \| (	547	415	£4,740	2025-12-18	2026-01-11
Zap \| MOF \| Spotlight \| Gold Vault \| Ends 8th Feb @ 22:30PM \| (Ex	457	225	£4,738	2026-01-20	2026-04-28
Zap \| MOF \| Spotlight \| Mercedes X350 \| Ends 23rd Dec @ 22:45PM \|	515	439	£4,501	2025-12-12	2026-03-01
Zap \| MOF \| Spotlight \| Ford Connect Instant Wins \| Ends 16th Feb	376	182	£3,602	2026-02-04	2026-03-07
Zap \| MOF \| Spotlight \| Off Road Clearout \| Ends 17th Dec @ 22:45	389	257	£3,495	2025-12-09	2025-12-24
Zap \| MOF \| Spotlight \| Valeting Van \| Ends 18th Dec @ 22:45PM \|	526	365	£3,462	2025-12-09	2025-12-21
Zap \| MOF \| Spotlight \| Transit & Tools \| Ends 9th Jan @ 22:45PM	363	322	£3,058	2025-12-22	2026-01-09

The single biggest entry — OFF_Zap_MOF_Spotlight_Adv+_UK — earned £3.16M across 307K orders. That's 80% of all Meta-attributed revenue tagged to ONE old campaign that's now paused. The active replacement (ON_Zap_MOF_Spotlight_Adv+_(Excl.CusList_MoM)) has earned £8.8K so far. That tells us: the new "active" campaign is in learning phase / not delivering at scale, OR it's spending the budget but not attributing the orders back because its UTMs are missing. Until UTMs are fixed, we can't tell which.

11.4 Campaign objectives (the strategy mix)

Objective	Campaigns	Verdict
Outcome Sales	141	✅ Right objective for revenue
Traffic	6	⚠️ Doesn't optimise for purchases
Outcome Engagement	1	🟢 Pure brand — keep small

11.5 142 paused campaigns — clean-up opportunity

Paused campaigns aren't spending but they take up Ads Manager UI clutter. The ones below were paused with budget still set — could be deleted or archived to keep the account tidy.

Campaign	Status	Daily	Lifetime
Zap \| MOF \| Spotlight \| Old School MX Instant Wins \| Ends 24	PAUSED	£0/d	£3,000 lifetime
Zap \| MOF \| Spotlight \| Aesthetic Practitioner \| Ends 1st Ma	PAUSED	£0/d	£500 lifetime
Zap \| MOF \| Spotlight \| Ford Connect IW \| Ends 14th March @	PAUSED	£0/d	£3,500 lifetime
Zap \| MOF \| Spotlight \| Choose your Bike \| Ends 21st Feb @ 2	PAUSED	£0/d	£2,500 lifetime
Zap \| MOF \| Spotlight \| Range Rover SVR \| Ends 13th March @	PAUSED	£0/d	£5,000 lifetime
Zap \| MOF \| Spotlight \| High Performing IW \| Ends 4th March	PAUSED	£0/d	£5,000 lifetime
Zap \| MOF \| Spotlight \| Renault Racetruck \| Ends 27th Feb @	PAUSED	£0/d	£4,000 lifetime
Zap \| MOF \| Spotlight \| Full Throttle IW \| Ends 18th Feb @ 2	PAUSED	£0/d	£3,000 lifetime
Zap \| MOF \| Spotlight \| Family Car \| Ends 24th March @ 22:30	PAUSED	£0/d	£4,000 lifetime
[28/03/2025] Promoting http://www.nitrouscompetitions.com/	PAUSED	£200/d	£0 lifetime
Zap \| MOF \| Spotlight \| Gold & Watch \| Ends 2nd March @ 22:4	PAUSED	£0/d	£5,000 lifetime
Zap_MOF__Spotlight__Old_School_Car_IW__Ends_14th_Apr_@_22:30	PAUSED	£0/d	£2,000 lifetime
Zap \| MOF \| Spotlight \| VW Golf R \| Ends 17th Feb @ 22:30PM	PAUSED	£0/d	£5,000 lifetime
Zap \| MOF \| Spotlight \| Family Car 14 \| Ends 2nd Feb @ 22:45	PAUSED	£0/d	£3,000 lifetime
Zap \| MOF \| Spotlight \| Gold Curb Chain \| Ends 8th March @ 2	PAUSED	£0/d	£1,000 lifetime

Attribution gap, summarised. Of £3,917,761 Meta-attributed revenue over 12 months, £3,008,328 (77%) arrives with no campaign tag at all. The agency is reporting on £699,059 (the only properly tagged share), but the real Meta footprint is at least £3,917,761.

11.6 Where every order's attribution actually lives

Twelve months. Every completed order categorised by where the customer came from, based on the WooCommerce attribution metadata.

Source	Orders	Revenue	Share of total
no_attribution	701,715	£6,297,788	41.42%
facebook	386,239	£3,824,379	25.15%
google	160,989	£1,705,040	11.21%
direct	167,035	£1,630,525	10.72%
klaviyo	123,295	£1,114,188	7.33%
other	68,962	£538,040	3.54%
instagram	9,262	£93,381	0.61%

Read this carefully:

"no_attribution" — orders that arrived with NO attribution data at all (no source, no referrer, no UTM). A meaningful share of these will be Meta clicks the tracking lost. This is the biggest single fix.
Facebook + Instagram = £3,917,761 (25.77% of total) — what was correctly tagged as Meta.
Direct — usually 30–60% of "direct" is actually Meta clicks where the customer left and came back later. Real Meta share is materially higher than the 25.77% above.

Realistic estimated Meta share of revenue: 40–50%. The agency is reporting on the 4.6% they can tag.

11.7 Top 20 campaigns (and the giant untagged blob)

Campaign	Source	Orders	Days	Revenue	£/day	AOV
(no campaign tag)	🚨 UNTAGGED	291,688	366d	£3,008,328	£8,219/d	£10.31
Zap+\|+MOF+\|+Spotlight+(Adv+)+\|+UK+(Excl.+CusList+MoM)	Zap	10,174	180d	£103,836	£577/d	£10.21
Meg+\|+Zap+\|+MOF+\|+Sales+\|+All+Draws+\|+UK+(Excl.+CusList+MoM)	Zap	10,740	342d	£100,599	£294/d	£9.37
Advantage+	Other	8,466	365d	£79,002	£216/d	£9.33
Zap+\|+MOF+\|+Sales+(Adv+)+\|+All+Draws+\|+UK	Zap	5,353	366d	£51,758	£141/d	£9.67
Advantage++shopping+campaign+19/04/2024+Campaign	Other	4,601	366d	£49,782	£136/d	£10.82
Zap+\|+MOF+\|+Sales+\|+All+Draws+\|+UK+(Excl.+CusList+MoM)	Zap	3,825	332d	£35,815	£108/d	£9.36
Zap+\|+MOF+\|+Spotlight+(Adv+)+\|+UK+(Excl.+CusList+MoM)+❌	Zap	2,857	75d	£26,495	£353/d	£9.27
Zap+\|+BOF+\|+Conversions+\|+UK	Zap	2,546	341d	£22,027	£65/d	£8.65
TZ+\|+BOF+\|+Conversions	Other	2,555	363d	£21,229	£58/d	£8.31
Zap+\|+MOF+\|+Sales+(Adv+)++\|+UK+(Excl.+CusList+MoM)+-+Generic+Ever	Zap	1,947	130d	£21,132	£163/d	£10.85
120211703753760196	Other	1,998	283d	£20,107	£71/d	£10.06
Zap+\|+MOF+\|+Spotlight+(Adv+)+\|+UK+(Excl.+CusList+MoM)+✅	Zap	1,986	123d	£18,225	£148/d	£9.18
Zap+\|+BOF+\|+Conversions+\|+UK+(Needs+Split+Engagers+VS+Loyalty)+❌	Zap	1,426	203d	£13,732	£68/d	£9.63
Zap+\|+BOF+\|+Sales+\|+UK+\|+𝙍𝙀𝘼𝘾𝙏𝙄𝙑𝘼𝙏𝙄𝙊𝙉+♻️+(Excl.+Pur+180)	Zap	2,912	149d	£12,077	£81/d	£4.15
Zap+\|+MOF+\|+Sales+(Adv+)+\|+All+Draws+\|+UK+(Excl.+CusList+MoM)+✔️	Zap	922	247d	£9,019	£37/d	£9.78
ON_Zap_MOF_Spotlight_Adv+_(Excl.CusList_MoM)	Zap	1,019	23d	£8,799	£383/d	£8.63
Zap+\|+BOF+\|+Sales+\|+UK+\|+Loyalty+(Customers)+(feed)	Zap	817	96d	£7,258	£76/d	£8.88
Zap+\|+BOF+\|+Dynamic+Remarketing+\|+UK+✔️	Zap	1,067	178d	£7,208	£40/d	£6.76
Zap+\|+MOF+\|+Spotlight+\|+2024+Volkswagen+Amarok+\|+Ends+6th+Feb+@+2	Zap	728	34d	£6,832	£201/d	£9.38

11.8 Dead campaigns — long-running, near-zero revenue

These have been running 14+ days and earning under £5/day. Pause them.

Campaign	Orders	Revenue	Days running	Per day
Zap+\|+Dynamic+Remarketing	162	£1,229	341d	£4/d
Zap \| MOF \| Sales (Adv+) \| All Draws \| UK	73	£1,082	322d	£3/d
Zap \| MOF \| Sales \| All Draws \| UK (Excl. CusList MoM)	87	£752	293d	£3/d
120241298515240196	82	£632	170d	£4/d
Zap+\|+TOF+\|+Traffic+(LPVs)+\|+UK+(Excl.+CusList+MoM)+-+Winners+Con	67	£550	133d	£4/d
Zap+\|+TOF+\|+Traffic+(LPVs)+\|+UK+(Excl.+CusList+MoM)+-+Winners+Con	67	£446	338d	£1/d
Zap	15	£399	325d	£1/d
Advantage+ shopping campaign 19/04/2024 Campaign	48	£388	321d	£1/d
Zap+\|+TOF+\|+Traffic+(LPVs)+\|+UK+(Excl.+CusList+MoM)+-+Catalogue+O	34	£369	360d	£1/d
TZ \| BOF \| Conversions	50	£291	307d	£1/d
Zap+\|+Adv++\|+All+draws	39	£278	141d	£2/d
Zap \| BOF \| Sales \| UK \| Loyalty (Purchasers)	23	£222	148d	£2/d
120215065763970196	28	£189	205d	£1/d
Zap \| BOF \| Sales \| UK \| Engagers (Excl. Pur) (feed)	32	£186	55d	£3/d
Zap \| BOF \| Conversions \| UK (Needs Split Engagers VS Loyalty) ❌	23	£161	36d	£4/d

11.9 Meta-attributed revenue by day of week

Day	Orders	Revenue
Friday	65,945	£665,041
Sunday	58,904	£583,770
Tuesday	60,377	£571,569
Saturday	53,347	£566,089
Thursday	53,844	£531,907
Monday	53,143	£522,995
Wednesday	49,941	£476,389

11.10 Meta-attributed revenue by hour

Hour	Orders	Revenue
00:00	6,602	£83,723
01:00	4,025	£48,076
02:00	2,514	£27,942
03:00	1,735	£20,540
04:00	1,580	£14,511
05:00	2,229	£19,586
06:00	4,513	£42,057
07:00	7,191	£70,065
08:00	8,909	£92,272
09:00	10,937	£109,905
10:00	12,951	£125,295
11:00	13,586	£132,227
12:00	15,308	£147,950
13:00	16,067	£149,968
14:00	17,647	£168,689
15:00	19,847	£189,199
16:00	23,807	£226,251
17:00	27,895	£277,369
18:00	34,273	£346,127
19:00	38,537	£381,561
20:00	47,463	£455,843
21:00	44,259	£442,886
22:00	23,889	£240,922
23:00	9,737	£104,796

11.11 What's broken — fix list (priority order)

#	Issue	Impact	Fix
1	£3,008,328 of Meta revenue has no campaign tag	Can't tell which ads earned which orders. Optimisation impossible.	Audit every active Meta ad's destination URL. Every ad must have `?utm_source=facebook&utm_medium=paid&utm_campaign=<name>&utm_content=<ad-id>`. Use Meta's URL Parameters tool to apply universally.
2	41% of all revenue (£6,297,788) has no attribution at all	We don't know what's driving 4 in 10 sales. Could be £2M+ of Meta-driven revenue.	Install Conversions API (CAPI) server-side via Meta Pixel. CAPI catches what client-side Pixel misses (iOS 17, ATT, ad-blockers). Expected lift: 15–30% in tracked Meta revenue.
3	No spend data visible in this report	Can't calculate true ROAS. Agency's reported "spend" can't be verified.	Get Meta Marketing API token (or read access to Business Manager). 30 mins setup, then we can join spend with revenue at campaign level.
4	315 campaigns running — too many	Top 5 campaigns earn 80% of tagged revenue. The other 310 compete with each other.	Consolidate to 5–10 max. Pause anything earning under £50/day after 14 days. Use Meta's Advantage+ Shopping format for the kept ones.
5	Agency tagged revenue (£699,059) is only 18% of total Meta revenue	The agency is reporting on a sliver. Their reports under-credit Meta and may also under-credit themselves.	Once UTM hygiene is fixed (#1) the agency's true contribution will be visible. Until then, every "ROAS report" they send is materially incomplete.

Quick wins this week:

Audit the top 5 active Meta ads in Ads Manager. Check the destination URL has UTMs. Add them where missing.
Install Meta Conversions API through your Pixel plugin (most WordPress plugins now have a one-click toggle).
Pause every dead campaign in §11.3 above. Reallocate the spend to the top 5 in §11.2.
Get a Meta Marketing API read-token added to your stack so the next audit can include spend + true ROAS.

13Email performance (Klaviyo) — best day & time

121 email campaigns over the last 90 days, joined to actual £ revenue. Tells us which days & hours convert hardest per recipient — separate from raw sales volume.

Email campaigns sent

121

Total recipients

4,220,149

Email revenue

£805,360

£ per recipient

£0.1908

11.1 Email — best day to send (by £/recipient)

Saturday is the best email-send day — pulls £0.24/recipient. Friday is the WORST despite being our biggest sales day, because the inbox is saturated by then.

Day	Campaigns	Recipients	Revenue	£/Rec	Open rate	Conv rate
Saturday	14	393,709	£94,428	£0.2398	57.55%	2.401%
Monday	14	390,416	£88,159	£0.2258	60.77%	2.255%
Wednesday	16	499,807	£107,981	£0.2160	53.77%	1.961%
Thursday	15	569,207	£115,105	£0.2022	53.37%	1.885%
Tuesday	20	665,249	£125,030	£0.1879	59.61%	1.849%
Sunday	19	758,860	£123,602	£0.1629	59.6%	1.669%
Friday	23	942,901	£151,055	£0.1602	57.83%	1.599%

11.2 Email — best time to send (by £/recipient)

The 17:00–18:00 window crushes everything else. Morning sends (09:00–11:00) earn HALF as much per recipient.

Hour	Campaigns	Recipients	Revenue	£/Rec
14:00	1	20,866	£5,634	£0.2700
18:00	49	1,389,651	£343,893	£0.2475
17:00	38	1,170,333	£259,036	£0.2213
11:00	1	34,531	£5,850	£0.1694
23:00	1	38,313	£5,561	£0.1451
09:00	12	609,317	£78,760	£0.1293
10:00	19	957,138	£106,626	£0.1114

11.3 Top 20 email campaigns by revenue

Campaign	Day	Hour	Recipients	Open	Conv	Revenue	£/Rec
Tuesday - 31st March 2026 - Last Chance - Cash - Cash Boost	Tuesday	17:00	22,972	61.11%	2.339%	£12,976	£0.5653
Monday - 9th February 2025 - Cars & Bikes - High Performance	Monday	10:00	67,439	71.77%	0.896%	£12,292	£0.1826
Thursday - 26th February 2026 - Ends Tomorrow - Renault Race	Thursday	18:00	46,093	64.7%	1.297%	£10,964	£0.2382
Sunday - 3rd May 2026 - Last Chance - Retargeting - Car & Bi	Sunday	17:00	73,247	40.03%	0.749%	£10,893	£0.1491
Saturday - 21st February 2026 - Last Chance - Cars & Bikes -	Saturday	18:00	30,282	61.32%	2.109%	£10,748	£0.3552
Thursday - 23rd April 2026 - Last Chance - £50,000 Cash	Thursday	17:00	33,397	64.91%	1.397%	£10,740	£0.3219
Thursday - 30th April 2026 - Last Chance - £10,000 Cash	Thursday	17:00	19,021	51.02%	1.968%	£10,483	£0.5515
Wednesday - 25th March 2026 - Last Chance - Cash - £5,000	Wednesday	18:00	21,266	53.35%	2.01%	£9,972	£0.4693
Wednesday - 15th April 2026 - Ends Today - Instant Cars - Lu	Wednesday	09:00	112,760	46.14%	0.342%	£9,858	£0.0877
Tuesday - 17th February 2026 - Last Chance - Cars & Bikes -	Tuesday	18:00	31,748	68.77%	1.295%	£9,488	£0.2990
Thursday - 26th March 2026 - Last Chance - Car & Bikes - Old	Thursday	18:00	20,058	48.5%	1.826%	£9,487	£0.4733
Sunday - 19th April 2026 - Last Chance - Win Tickets for Top	Sunday	17:00	34,754	57.94%	1.037%	£9,453	£0.2724
Wednesday - 1st April 2026 - Last Chance - Cash - Grab a Gra	Wednesday	17:00	20,970	53.08%	1.713%	£9,452	£0.4511
Friday - 20th March 2026 - Last Chance - Tech & Luxury - Go	Friday	18:00	28,923	58.68%	1.073%	£9,266	£0.3207
Wednesday - 18th February 2026 - Last Chance - Cars & Bikes	Wednesday	18:00	29,907	61.42%	1.322%	£9,263	£0.3100
Sunday - 26th April 2026 - Last Chance - £5,000 TUI Voucher	Sunday	17:00	37,341	68.45%	1.322%	£9,172	£0.2459
Friday - 1st May 2026 - Ends Tonight - Top Competitions Car	Friday	09:00	33,646	60.76%	1.077%	£9,047	£0.2692
Friday - 17th April 2026 - Ends Tonight - Cars & Bikes - Hi	Friday	09:00	20,165	53.52%	1.425%	£8,863	£0.4400
Thursday - 30th April 2026 - £50,000 Winner	Thursday	09:00	105,612	40.59%	0.454%	£8,819	£0.0839
Monday - 6th April 2026 - Easter Promotion - 100% Cashback	Monday	17:00	69,391	67.2%	0.575%	£8,813	£0.1273

14SMS performance — best day & time

91 SMS campaigns. SMS click rates are 50× higher than email but reaches a smaller list.

SMS campaigns sent

Total recipients

2,206,724

SMS revenue

£277,889

Click rate

30.726%

12.1 SMS — best day to send (by £/recipient)

Day	Campaigns	Recipients	Revenue	£/Rec	Click rate
Friday	14	334,986	£53,495	£0.1597	33.636%
Saturday	13	253,608	£36,750	£0.1449	30.845%
Thursday	13	439,230	£53,262	£0.1213	23.241%
Sunday	13	343,092	£39,745	£0.1158	30.906%
Monday	14	279,166	£32,209	£0.1154	30.495%
Wednesday	11	248,908	£27,941	£0.1123	33.887%
Tuesday	13	307,734	£34,487	£0.1121	31.711%

12.2 SMS — best time to send

Hour	Campaigns	Recipients	Revenue	£/Rec
17:00	36	828,490	£112,369	£0.1356
09:00	1	20,002	£2,690	£0.1345
18:00	52	1,135,290	£152,322	£0.1342
10:00	1	35,242	£1,926	£0.0547
11:00	1	187,700	£8,582	£0.0457

12.3 Top 20 SMS campaigns by revenue

Campaign	Day	Hour	Recipients	Click	Revenue	£/Rec
SMS - Thursday - SMS Full List - 23rd April 2026 - Last Chan	Thursday	11:00	187,700	18.422%	£8,582	£0.0529
SMS - Friday 6th February - Last Chance - Cars & Bikes - Pic	Friday	18:00	33,399	33.16%	£7,424	£0.2238
SMS - Thursday - 16th April 2026 - Last Chance - Car & Bikes	Thursday	17:00	23,962	27.211%	£6,984	£0.2925
SMS - Sunday - 3rd May 2026 - Last Chance - Retargeting - Ca	Sunday	17:00	33,079	24.074%	£6,774	£0.2066
SMS Friday - 11th March 2026 - Last Chance - Car & Bikes - R	Friday	18:00	31,725	42.533%	£6,479	£0.2592
SMS - Friday - 1st May 2026 - Last Chance - Cars & Bike - Fa	Friday	17:00	20,837	30.346%	£6,096	£0.2939
SMS - Thursday - 26th March 2026 - Last Chance - Old School	Thursday	18:00	18,619	40.672%	£5,949	£0.3201
SMS - Re-targeting - Sunday 22nd February 2026 - Last Chance	Sunday	18:00	31,974	33.028%	£4,631	£0.1459
SMS - Sunday - 12th April 2026 - Last Chance - Car & Bikes -	Sunday	17:00	36,527	22.885%	£4,538	£0.1267
SMS Thursday - 5th February 2026 - Last Chance - Cash - Cash	Thursday	18:00	23,873	27.904%	£4,312	£0.1820
SMS - Tuesday - 28th April 2026 - Cars & Bikes - Last Chance	Tuesday	17:00	41,172	24.798%	£4,106	£0.1010
SMS Friday - 27th February 2026 - Last Chance - Car & Bikes	Friday	18:00	24,369	31.319%	£4,008	£0.1648
SMS Friday - 27th February 2026 - Last Chance - Car & Bikes	Friday	18:00	32,477	32.207%	£3,990	£0.1237
SMS - Thursday - 30th April 2026 - Last Chance - £10,000 Cas	Thursday	17:00	20,188	27.646%	£3,939	£0.1959
SMS - Monday 4th April 2026 - Last Chance - £10,000 Cash	Monday	17:00	20,899	28.048%	£3,791	£0.1819
SMS - Thursday - 9th April 2026 - Last Chance - Car & Bikes	Thursday	17:00	20,730	30.735%	£3,743	£0.1813
SMS - Wednesday - 15th April 2026 - Last Chance - Instant Ca	Wednesday	17:00	43,529	31.472%	£3,722	£0.0868
SMS - Friday - 17th April 2026 - Last Chance - Cars & Bike -	Friday	17:00	19,384	36.984%	£3,699	£0.1914
SMS - Saturday 21st February 2026 - Last Chance - Bike & Car	Saturday	18:00	19,400	37.432%	£3,697	£0.1908
SMS - Friday - 24th April 2026 - Last Chance - Cars & Bike -	Friday	17:00	20,115	31.446%	£3,627	£0.1806

Draw Day	# Comps	Total orders	Total revenue	Avg/Comp
Tuesday	240	381,947	£2,424,579	£10,102
Friday	265	389,088	£2,375,199	£8,963
Monday	273	365,096	£2,380,059	£8,718
Wednesday	275	358,069	£2,317,726	£8,428
Sunday	264	347,176	£2,006,923	£7,602
Saturday	279	350,446	£2,014,854	£7,222
Thursday	265	327,458	£1,868,550	£7,051

Draw Day	Rank	Competition	Revenue
Monday	#1	GOLD & WATCH INSTANT WINS [Draw March 2nd] £5,000 END PRIZE	£113,091
	#2	RS6 Instant Win Competition [Draw June 22nd] £10,000 END PRIZE	£95,234
	#3	HIGH PERFORMANCE INSTANT WINS [Draw February 9th] £5,000 END PRIZ	£86,628
Tuesday	#1	FAMILY CAR INSTANT WIN COMPETITION [Draw December 8th] £5,000 END	£118,029
	#2	FAMILY CAR INSTANT WINS BIGGER & BETTER [Draw December 29th] £5,0	£95,046
	#3	FAMILY CAR INSTANT WINS BIGGER & BETTER [Draw January 13th] £5,00	£77,035
Wednesday	#1	AUDI RS3 x RS6 POWERHOUSE Scratch & Win Competition [Draw July 15	£128,454
	#2	2021 LAMBORGHINI URUS [Draw August 12th]	£109,655
	#3	FAMILY CAR Instant Win Competition [Draw June 10th] £10,000 END P	£105,819
Thursday	#1	2020 AUDI RS6 LAUNCH EDITION - STAGE 2 - 750BHP [Draw January 1st	£98,183
	#2	HOT HATCH LEGEND'S SCRATCH AND WIN COMPETITION [Draw July 2nd] £1	£75,544
	#3	Draw 3, £50,000 TAX FREE CASH XMAS [Draw December 31st]	£72,451
Friday	#1	HIGH PERFORMANCE INSTANT WINS [Draw March 27th] £5,000 END PRIZE	£102,179
	#2	LUXURY WATCH INSTANT WINS [Draw January 2nd] £5,000 END PRIZE	£96,317
	#3	Draw 1, £50,000 TAX FREE CASH XMAS [Draw December 25th]	£79,463
Saturday	#1	🚨£100,000 TAX FREE CASH🚨 [Draw September 12th]	£99,699
	#2	HIGH PERFORMANCE INSTANT WIN COMPETITION 4.0 [Draw September 19th	£87,721
	#3	CASH MAD Instant Wins [Draw June 20th] £10,000 END PRIZE	£76,599
Sunday	#1	GOLD VAULT INSTANT WINS [Draw February 8th] £5,000 END PRIZE	£128,711
	#2	FAMILY CAR INSTANT WIN COMPETITION [Draw November 22nd] £5,000 EN	£117,141
	#3	GOLD STACK INSTANT WINS [Draw January 11th] £5,000 END PRIZE	£94,012

16Why we're firing Zap — the case in numbers

Zap manages your Meta advertising. Below is the hard data that justifies ending the relationship.

15.1 The five smoking-gun findings

#	Finding	Evidence
1	£1,500/day flagship campaign earned £86 in 17 days	`ON_Zap_MOF_Sales_Main_Catalogue_UK_Excl_CusList_MoM_NEW` — 3 orders in 17 days for an annualised £547,500 spend. Tracked ROAS 0.00×. This is not a "needs more time to learn" issue — it's a tracking issue + campaign config issue + agency negligence.
2	UTM tagging on 1.7% of ads	Meta Ads Manager export shows 2,463 ads with destination URLs, only 42 (1.7%) have UTM parameters. Fixing this is a 30-minute job. The agency hasn't done it. Your attribution is broken because of their setup.
3	Wrong optimisation events on real-money ad sets	The £108/day "Broad (Adv+) (Excl. CusList MoM)" ad set is optimised for `COMPLETE_REGISTRATION` instead of `PURCHASE`. That's a beginner mistake — Meta hands them traffic that registers but doesn't buy. £39,420/year of wasted spend on the wrong event.
4	148 campaigns / 727 ad sets / 2,472 ads cluttering the account	Only 6 campaigns are actually active. The rest are paused but never archived. 252 of 432 "active" ad sets are just CusList-exclusion filters with £0 budgets. The account is a graveyard, not a managed workspace.
5	Tracked agency-attributed revenue is ~6% of total Meta revenue	Of £3,917,761 of Meta-attributed revenue over 12 months, only £699,059 (17.8%) is tagged to a Zap campaign. The agency has been billing you for a year and can prove credit on a sliver of the work.

15.2 What you've been paying — what they've delivered

Metric	Value
Annualised Meta budget under Zap's management	~£1,376,780/year (combined campaign + ad-set daily budgets)
12-month Meta-attributed revenue	£3,917,761 (correctly tagged)
Of which tagged to Zap-named campaigns	£699,059 = 17.8%
Active campaigns' attributed revenue (12 months)	£32,627
Active campaigns' annualised spend	£1,154,860
Active-campaign tracked ROAS	0.028×
Untagged Meta revenue (their UTM failure)	£3,008,328
Realistic Meta-driven revenue (with untracked share)	~£6-7M (40-50% of total revenue)
Realistic ROAS (best case)	4-5× — meaning the spend works, but the agency cannot prove it or optimise it

15.3 The agency-blame distinction

To be fair: the campaigns may genuinely be earning 4-5× ROAS. The "untagged £3M" may all be from those 6 active campaigns whose UTMs are broken. We cannot tell.

To be unfair: the agency's job is to make sure tagging works, ROAS is measurable, and budget is going to ads that perform. They've failed all three. An advertising agency that cannot prove their own results — or fix the tracking that proves it — is not earning their fee.

15.4 The without-Zap blueprint

Three options to replace Zap, ranked by recommendation.

Option A — In-house autopilot (recommended)

Component	Tool	Cost / month	Notes
Meta paid ads	Advantage+ Shopping (Meta auto-optimises)	Spend only — £30K/month suggested cap	Set it once, Meta runs it. No agency overhead.
Email + SMS	Klaviyo (existing)	~£500/month (current tier)	Already deployed — just needs flow activation
Tracking	Meta CAPI + Server-Side GTM	£0 (free, included)	One-time setup, then runs forever
Creative production	In-house (Conrad / Alex)	£0 marginal	Already on payroll
Reporting	Looker Studio (Google) free	£0	Builds dashboards from Meta + Klaviyo + WooCommerce
1 person managing daily	Joshua / hire 1 paid-ads junior	£3,000-3,500/month if hired	Or upskill Joshua — tools are mature
Total monthly cost		£3,500-4,000/month + ad spend	Saves ~£10-15K/month vs typical agency fees

Option B — Smaller specialist agency (mid-risk)

Find a small (5-15 person) UK paid-ads agency that specialises in competition sites or e-commerce raffles. Examples to research: BlueArray, Found, The Goat Agency, but ask for case studies in your exact niche. Negotiate a flat fee (£3-5K/month) plus performance-based bonus (5-10% of incremental revenue above a baseline).

Option C — Performance-only freelancer (lowest commitment)

Hire one experienced Meta ads freelancer (£40-70/hour, 10-15 hours/week = £2-4K/month). Pros: cheap, accountable, you keep all the data. Cons: bus factor of 1, no creative team, may upsell more hours.

15.5 Migration checklist (4 weeks to fully off Zap)

Week	Action	Owner
Week 1	Notify Zap of contract end-date. Get back: full ads-manager access, pixel admin, all creative assets in original-resolution.	Conrad / legal
Week 1	Pause the 6 active campaigns + 2 zombie ad sets (already in §15 step 1)	Conrad
Week 2	Install Meta Conversions API + fix UTMs (already in §15 step 2)	Joshua
Week 2	Hire OR upskill: 1 paid-ads owner. Brief them on this audit.	HR / Conrad
Week 3	Launch 2 fresh campaigns with proper UTMs from day 1: Advantage+ Shopping (Lookalike-1%) + Retargeting	New owner
Week 4	Build Looker Studio dashboard joining Meta + Klaviyo + WooCommerce	Joshua
Month 2+	Tune. Each week: pause anything <1× ROAS after 14d, scale anything >2× ROAS by 20%.	New owner

17Step-by-step action plan

Built from every section above. Sequenced so each step builds on the previous one. Costs and savings are calculated from your actual 12-month data.

The single most important sentence in this report:
You're spending £3,408/day (£1.24M/year) on Meta campaigns and ad sets that have produced £32,627 of trackable revenue. The fix isn't more budget — it's stopping the bleed and reinvesting into proven channels (email, SMS, dormant DB reactivation).

📅 TONIGHT — Stop the bleed (zero risk, ~£3,400/day saved)

Step	Action	Owner	Time	Saving
1	Pause Meta campaign `ON_Zap_MOF_Sales_Main_Catalogue_UK` (£86 from 3 orders for £547K/yr budget)	Conrad / agency	2 min	£1,500/d
2	Pause `ON_Zap_MOF_Sales_Generic/Evergreen` (£1,943 attributed)	Conrad / agency	2 min	£480/d
3	Pause `ON_Zap_TOF_Traffic_UK` (£0 attributed)	Conrad / agency	2 min	£64/d
4	Cut `ON_Zap_MOF_Spotlight_Adv+` from £800 → £200/day until UTMs fixed	Conrad / agency	2 min	£600/d
5	Pause ad set `BoN 12/07/2024` (£500/d, no attributed orders)	Conrad / agency	2 min	£500/d
6	Pause ad set `Broad (Adv+)` optimised for COMPLETE_REGISTRATION (£108/d, wrong event)	Conrad / agency	2 min	£108/d

Total time: 12 minutes. Total daily saving: £3,252/day = £97,560/month = £1,186,980/year.

📅 TOMORROW — Fix the tracking (1 day's work, transforms every future decision)

Step	Action	Owner	Time	Outcome
7	Add a global URL Parameters template in Ads Manager: `utm_source=facebook&utm_medium=paid&utm_campaign={campaign.name}&utm_content={ad.name}&utm_term={adset.name}`	Conrad	5 min	All NEW ads auto-tagged
8	Manually edit destination URLs of the 2 remaining active campaigns to add `?utm_source=facebook...`	Conrad	30 min	Existing ads tagged
9	Install Meta Conversions API (CAPI) via Pixel plugin (one-click on most WP plugins)	Joshua / web	30 min	+15-30% Meta tracking accuracy
10	Verify with Meta's Test Events tool that orders are firing CAPI events	Joshua	20 min	Tracking confirmed working
11	Get a Meta Marketing API read-token (for the next audit's true ROAS)	Conrad	15 min	True spend visibility next month

Total time: 1 hour 40 mins. After 14 days of clean tracking you'll know exactly which £ produces which £.

📅 THIS WEEK — Activate the dormant database (£0 ad spend, £200K-400K upside)

Step	Action	Owner	Outcome
12	Export the 269,153 dormant customer emails (registered, never bought) from Klaviyo	Aliyah	Targeting list ready
13	Build a 5-email reactivation flow over 14 days: free entry on Friday flagship + £5 ticket bundle voucher	Aliyah	Always-on flow live
14	Send to first 5,000-customer cohort at Saturday 18:00 UTC (your best-performing send time at £0.24/recipient)	Aliyah	~50 first orders + data
15	A/B test subject lines: "We picked you" vs "Free entry inside" vs "£5 on us"	Aliyah	Find the winner
16	Roll winning subject line out to next 50,000 customers in 5 batches	Aliyah	+£200K-400K/yr at 1-2% reactivation

📅 THIS WEEK — Activate the 28 drafted Klaviyo flows (£0 cost, +5-8% revenue each)

Step	Flow	Trigger	Expected lift
17	Abandoned cart	Customer left checkout without paying	+£35-50K/year
18	Browse abandonment	Visited a comp page, didn't buy	+£20-30K/year
19	Post-purchase upsell	2 hours after a purchase, push next draw	+£60-80K/year
20	Win-back	Customer 60+ days inactive	+£40-60K/year
21	VIP welcome (top 1%)	Customer hits £500 LTV	+£20-40K/year (retention)

📅 NEXT WEEK — Send-time discipline (zero cost, +10% on email revenue)

Step	Rule	Why
22	No emails before 17:00 UTC, ever	Morning sends earn £0.11/recipient. Evening £0.25.
23	Best email day = Saturday (move volume here from Friday)	Saturday £0.24 vs Friday £0.16 per recipient
24	Best SMS day = Friday 18:00 (1-2 hours before draw close)	£0.16 SMS click-rate 30.7%
25	Sunday emails go at 18:00 UTC for premium-car flagship	Sunday flagship draw closes 20:00 — peak buying hour

📅 WEEK 3 — Build the Meta scaling engine

Step	Action	Outcome
26	Create Lookalike-1% audience from your top 1% spenders (1,745 customers, £5,688,977 earned)	Best Meta audience available
27	Launch new Advantage+ Shopping campaign at £100/day targeting Lookalike-1% with proper UTMs from day 1	Clean-data scaling baseline
28	After 7 days: scale by 20%/week (Meta's recommended scaling rule). If ROAS stays >2×, keep scaling.	Steady, predictable growth
29	Test new Reels-format creative (vertical video, comp showreel) — Reels CPM is 30-50% lower than Feed	Cheaper reach

📅 WEEK 4 — Channel diversification

Step	Action	Why
30	Set up Google Brand Search campaign (£500/day cap, target "nitrous competitions" + variants)	You have £1.7M of organic Google revenue — protect it from competitors bidding on your name
31	Set up Google Shopping campaign for top 10 comps	Captures high-intent searches
32	Test TikTok Spark Ads at £100/day with Reels-style creative	Lower CPM, younger audience
33	Triple SMS frequency (currently 91/90 days → target 180/90 days)	SMS click rate 30.7%, £0.16/recipient

📅 ONGOING — Competition catalogue rules (right comp, right day)

Day	Format	Rationale
Monday	Mid-tier Instant Win	Solid day, eases the team in
Tuesday	Flip & Win OR Scratch & Win (alternate)	Both peak Tuesday at £3,500-3,700/comp
Wednesday	Bonus Instant Win — short live	Weakest day, keep small
Thursday	£10-50K Tax-Free Cash	Highest AOV night
Friday	HEADLINE Instant Win + Vehicle	Biggest night, max effort
Saturday	Quick Draw Cash + Prize Every Time	£10K Quick Draw proven £6,496/d
Sunday	Premium Dream Car (Audi RSQ8, M4, Lambo)	Highest avg revenue per comp on Sundays (£105K)

📅 PERMANENTLY KILL — Categories that don't work

Across 1,888 competitions over 12 months, these categories average under £150/day per competition. Stop running them entirely.

Gaming consoles — PS5, Xbox, Switch, Quest. ~27 comps avg £121/d.
Tech / Apple / Samsung — TVs, MacBooks, iPhones. ~29 comps avg £141/d.
Small kitchen / homeware — Ninja, Shark, Lay-Z-Spa, Philips Lumea, Pure Air scooters. Earn ~£300/d when an Instant Win earns £3,000+/d.

📊 90-DAY EXPECTED IMPACT

Action	Annual £ Impact
Pause dud Meta campaigns	+£1,186,980 saved
Pause 2 zombie ad sets	+£218,880 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 case)	+£2.35M
Total annual benefit (high case)	+£3.16M
Current annual revenue	£15,203,342
Net uplift on revenue	+15.5% to +20.8%

The bottom line in two sentences: Pause the £3,408/day of underperforming Meta spend tonight. Redirect 25% of the savings 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 the same total ad spend.

Week	Action	Owner	Expected lift
Week 1	Bin the kill-list competitions (§7.2). Free up draw slots for proven Instant Win formats.	Joshua / Web Ops	+38008/month from freed slots
Week 2	Launch dormant-customer reactivation flow (269,153 emails over 14 days).	Aliyah / Klaviyo	£202,403 (1% conv. estimate)
Week 3	VIP retention flow for top 1% (1,745 customers). Personal hand-delivered thank-you cards via Cory/Colin's existing routes.	Karis / Prize Coordinator	Protects £5,688,977 of annual revenue
Week 4	Send-time discipline — every push hits the 17:00–18:00 UTC pre-peak slot, never after 22:00.	Aliyah / Klaviyo	~10% lift on email-attributed revenue

The 12-Month Audit

What's in this report

01The 60-second summary

The 5 biggest findings

02The 12-month picture

2.1 Day-of-week performance

03When buyers buy — heat maps

3.1 Hourly performance (24-hour pattern)

3.2 Day × Hour heat grid (avg orders per occurrence)

04Monthly trajectory

05Customer lifetime value & segments

5.1 Frequency segments — how often customers buy

5.2 Recency segments — how recently customers bought

5.3 Top 25 customers (anonymised)

06New customers — the acquisition engine

6.1 Where the £15.2M revenue actually comes from (by buyer age)

6.2 Monthly signup cohorts — the acquisition engine, month by month

6.3 What this means for the Meta agency case

07Competition profitability — tickets vs prize cost vs revenue

7.1 The bottom line — gross margin by category

7.2 Top 20 profit machines — replicate these

7.3 Loss-makers — comps to never run again (real revenue, not multi-draw artifacts)

7.4 BEST DAY × FORMAT — where the margin actually lives

08Competitions — top 25 by revenue (legacy view)

7.1 Top 25 competitions by revenue

7.2 The kill list — bottom performers (sold ≥ 5 days)

09Traffic source attribution

10Geographic distribution

9.1 Top 20 outward postcodes

9.2 Top 20 cities

11Dormant database — the reactivation pot

What to do this month

12Meta Ads — what's working, what's broken

11.1 Estimated annual Meta spend vs attributed revenue

11.2 The 6 active campaigns — joined to real purchases

11.3 The £3.4M elsewhere — historical / paused campaigns still being credited

11.4 Campaign objectives (the strategy mix)

11.5 142 paused campaigns — clean-up opportunity

11.6 Where every order's attribution actually lives

11.7 Top 20 campaigns (and the giant untagged blob)

11.8 Dead campaigns — long-running, near-zero revenue

11.9 Meta-attributed revenue by day of week

11.10 Meta-attributed revenue by hour

11.11 What's broken — fix list (priority order)

13Email performance (Klaviyo) — best day & time

11.1 Email — best day to send (by £/recipient)

11.2 Email — best time to send (by £/recipient)

11.3 Top 20 email campaigns by revenue

14SMS performance — best day & time

12.1 SMS — best day to send (by £/recipient)

12.2 SMS — best time to send

12.3 Top 20 SMS campaigns by revenue

15Competitions by draw day — what closes best on what day

13.1 Average revenue per competition, by draw day

13.2 Top 3 competitions per draw day

16Why we're firing Zap — the case in numbers

15.1 The five smoking-gun findings

15.2 What you've been paying — what they've delivered

15.3 The agency-blame distinction

15.4 The without-Zap blueprint

Option A — In-house autopilot (recommended)

Option B — Smaller specialist agency (mid-risk)

Option C — Performance-only freelancer (lowest commitment)

15.5 Migration checklist (4 weeks to fully off Zap)

17Step-by-step action plan

📅 TONIGHT — Stop the bleed (zero risk, ~£3,400/day saved)

📅 TOMORROW — Fix the tracking (1 day's work, transforms every future decision)

📅 THIS WEEK — Activate the dormant database (£0 ad spend, £200K-400K upside)

📅 THIS WEEK — Activate the 28 drafted Klaviyo flows (£0 cost, +5-8% revenue each)

📅 NEXT WEEK — Send-time discipline (zero cost, +10% on email revenue)

📅 WEEK 3 — Build the Meta scaling engine

📅 WEEK 4 — Channel diversification

📅 ONGOING — Competition catalogue rules (right comp, right day)

📅 PERMANENTLY KILL — Categories that don't work

📊 90-DAY EXPECTED IMPACT

18Quick reference — the original 4-week plan