Nitrous Competitions — Findings Dashboard

Last 10 Completed Competitions · Draws Sun 3 May → Mon 4 May 2026

Source: WooCommerce REST API (completed orders only) · Generated 05/05/2026

£99,505.94

Combined revenue across 10 draws · 14,892 completed orders · AOV £6.68

Executive Summary

Combined Revenue
£99,505.94
Total Orders
14,892
Avg Order Value
£6.68
Card Revenue
£99,491.71
100.0% of total
Site Credit Used
£9,302.28
1,929 orders (outgoing)
Mobile Share
98.0%
£97,477.41
Meta Ads Footprint (Facebook + Instagram)
£20,396.76
20.5% of all revenue traceable to Meta domains
Where it comes from:
facebook.com — £10,442.37 (10.5%)
m.facebook.com — £4,244.80 (4.3%)
fb (mobile app) — £3,278.39 (3.3%)
ig (Instagram tag) — £1,304.90 (1.3%)
lm.facebook.com — £835.17 (0.8%)
l.instagram.com — £251.13 (0.3%)
Note: paid_social medium = £4,192.46. The remainder is Meta-domain referrals (organic shares, dark posts, link clicks without UTM medium tagging).

Where the Revenue Comes From — Source Attribution

META (Facebook + Instagram) GOOGLE TIKTOK KLAVIYO (Email) DIRECT / UNTAGGED INTERNAL / ORGANIC

Channel Group (Top-Level)

Top UTM Sources — Meta Highlighted

Full UTM Source Breakdown

UTM SourcePlatformRevenue% of Total
(none)UNTAGGED£50,085.9850.3%
facebook.comMETA£10,442.3710.5%
googleGOOGLE£9,548.429.6%
(direct)DIRECT£9,306.069.4%
m.facebook.comMETA (mobile)£4,244.804.3%
fbMETA (FB app)£3,278.393.3%
igMETA (Instagram)£1,304.901.3%
tiktokTIKTOK£938.870.9%
lm.facebook.comMETA (Lite)£835.170.8%
l.instagram.comMETA (IG link)£251.130.3%
auth.truelayer.comPAYMENT£202.160.2%
TOTAL META (Facebook + Instagram domains) £20,396.76 20.5%

Traffic Medium — How Visitors Were Acquired

MediumRevenue%
(none)£59,392.0459.7%
referral£16,515.2616.6%
organic£9,387.989.4%
sms£5,125.375.2%
paid_social£4,192.464.2%
paid£1,177.761.2%
cpc£179.650.2%
social£179.550.2%
campaign£57.350.1%

paid_social represents Meta paid placements with proper UTM tagging (Advantage+, ABO, BOF). cpc = Google paid. The £16.5k referral bucket is dominated by Meta-domain referrals (untagged Meta clicks counted here).

Top Paid Campaigns (Tagged)

94.3% of revenue (£93,843.28) carries no utm_campaign. Of the tagged campaigns, here is the full list — colour-coded by platform.

CampaignPlatformRevenue% of Total
ON_Zap_MOF_Spotlight_Adv+_(Excl.CusList.MoM)META Advantage+£1,479.891.5%
CNS | Sales | Smart+ UpdtTIKTOK Smart+£783.620.8%
Advantage++shopping+campaign+19/04/2024+CampaignMETA Advantage+ Shop£637.500.6%
ON_Zap_BOF_Sales_UK_LoyaltyMETA BOF Loyalty£506.260.5%
ON_Zap_BOF_Sales_UK_Engagers_Excl_PurMETA BOF Engagers£382.030.4%
Zap+|+MOF+|+Sales+(Adv+)+|+All+Draws+|+UKMETA MOF Adv+£242.240.2%
ON_Zap_MOF_Sales_+Generic/Evergreen_UK_Excl_CusList_MoMMETA MOF Evergreen£238.310.2%
Advantage+META Advantage+£227.710.2%
google_cpcGOOGLE Search£160.440.2%
120248673834260196META ad-id£148.330.1%
CNS | Sales | Smart UpdtTIKTOK Smart£134.010.1%
META campaigns subtotal £3,862.27 3.9%
TIKTOK campaigns subtotal £917.63 0.9%
GOOGLE campaigns subtotal £160.44 0.2%

Payment Method Breakdown

Wallet Dominance

Combined wallet payments (Apple Pay + Google Pay) account for 64.9% of revenue — £64,601.80 of £99,505.94.

MethodRevenue%
Apple Pay£56,956.7857.2%
Card Payment£34,889.9135.1%
Google Pay£7,645.027.7%
unknown£14.230.0%

Per-Competition Performance

#CompetitionDrawOrdersRevenueAOVSite Credit
72022 AUDI RSQ8 — 750BHP2026-05-037,903£61,267.53£7.75£3,553.96
5Draw 3, £10,000 TAX FREE CASH QUICK DRAW2026-05-042,660£15,158.71£5.70£829.16
6MINI OFF-ROAD INSTANT WINS2026-05-041,341£6,704.41£5.00£971.62
12020 HUSQVARNA FE4502026-05-04870£4,769.06£5.48£481.04
9CASH QUEST PRIZE EVERY TIME SUNDAY2026-05-03414£3,153.13£7.62£1,701.19
2CASH QUEST PRIZE EVERY TIME MONDAY2026-05-04317£2,505.85£7.90£919.97
8APPLE iPHONE 17 PRO, 1TB + APPLE WATCH 112026-05-03756£2,173.32£2.87£439.86
4Draw 2, £1,000 Tax Free Cash2026-05-04157£1,437.69£9.16£138.98
3Draw 1, £1,000 Tax Free Cash2026-05-0494£1,215.07£12.93£112.55
10SAMSUNG 75" TV2026-05-03380£1,121.17£2.95£153.95
TOTAL 14,892 £99,505.94 £6.68 £9,302.28

When Sales Happen

Day of Week (UTC)

Hour of Day — Peak Window 18:00–20:00 UTC

Sun + Mon = £67,278 (67.6% of weekly revenue) — both draw nights. Peak hour: 19:00 UTC with £14,032.91.

Device Split — Mobile-First Audience

Mobile
£97,477.41
98.0% of all revenue
Desktop
£2,028.53
2.0% of all revenue

Key Findings

  • Mobile dominates: 98.0% of revenue is mobile vs 2.0% desktop.
  • Apple Pay leads: 57.2% of all revenue is Apple Pay (£56,956.78). Combined wallet payments (Apple + Google) = 64.9%.
  • Card payments: Total card-funded revenue = £99,491.71 (100.0% of total).
  • Site credit usage: £9,302.28 of site credit was applied across 1,929 orders. This is "outgoing" — not incoming cash.
  • The AUDI dominates the cohort: 2022 AUDI RSQ8 alone generated £61,267.53 (61.6% of all 10-comp revenue).
  • Top paid-traffic UTM source: facebook.com drove £10,442.37; Klaviyo email drove £8,444.89.
  • Internal site referrals are the largest source group — customers browsing from one comp page to another generated £76,163.03.
  • Meta footprint is bigger than it looks: when you sum every Meta-owned domain (facebook.com, m.facebook.com, fb, ig, lm.facebook.com, l.instagram.com), Meta drives £20,396.76 (20.5%) — making it the #1 external acquisition channel after the site itself.

Recommendations

  • Optimise the mobile checkout for Apple Pay first — it's the single largest payment rail. Any friction here hits 50%+ of revenue.
  • Double down on Klaviyo email & Facebook ads — they're the strongest paid levers consistently across draws.
  • Cross-promote within the site — internal navigation drives the largest source bucket. Test "Other Live Comps" rails on every comp page.
  • Watch site credit drag — £9,302.28 of credit consumed reduces cash inflow. Consider tracking credit-only buyer LTV.
  • Repeat the AUDI playbook — high-ticket prestige cars at 999,999 ticket cap clearly resonate. Schedule next car flagship within 14 days of last draw to maintain hype.
  • Lean into 18:00–22:00 UTC — the consistent peak window. Schedule push notifications and email blasts to land at 17:30 UTC for the next draw cycle.
  • Fix UTM tagging on Meta links — 50.3% of revenue arrives untagged. Adding utm_source=facebook&utm_medium=paid_social on every ad link would shift £10k+ from "(none)" to attributed paid revenue, and unlock much sharper ROAS reporting.