Nitrous Competitions — 3-Month Marketing & Sales Audit

Window: 2026-02-06 → 2026-05-06 (90 days) Source: WooCommerce REST API /wp-json/wc/v3/orders — status=completed Generated: 2026-05-06 15:11 UTC

Executive Summary

Metric	Value
Total completed orders	299,858
Total revenue	£2,974,504.29
Average order value (AOV)	£9.92
Unique paying customers	58,985
New-customer orders	58,985 (19.7%)
Repeat-customer orders	240,873 (80.3%)
Orders / day (avg)	3,332
Revenue / day (avg)	£33,050.05
Orders / customer	5.08
Revenue / customer	£50.43

1. Where the sales come from (traffic source)

Channel	Orders	%	Revenue	%	Unique buyers	AOV
Direct / Typein	167,259	55.8%	£1,697,832.62	57.1%	29,544	£10.15
Facebook	65,563	21.9%	£626,924.75	21.1%	19,847	£9.56
Google Organic	28,560	9.5%	£299,842.17	10.1%	11,157	£10.50
Email	27,125	9.0%	£244,171.38	8.2%	8,701	£9.00
Instagram	5,493	1.8%	£54,307.52	1.8%	3,341	£9.89
TikTok	1,464	0.5%	£11,851.03	0.4%	1,042	£8.09
Referral: https://auth.truelayer.com/	690	0.2%	£9,107.59	0.3%	105	£13.20
Referral: https://www.nitrouscompetitions.com/chec	474	0.2%	£4,287.78	0.1%	63	£9.05
Referral: https://www.nitrouscompetitions.com/	647	0.2%	£4,266.33	0.1%	141	£6.59
Referral: https://www.nitrouscompetitions.com/comp	351	0.1%	£3,848.00	0.1%	79	£10.96
Google Ads	308	0.1%	£3,333.62	0.1%	58	£10.82
Bing	484	0.2%	£3,046.01	0.1%	108	£6.29
Referral: https://gateway.cardstream.com/	157	0.1%	£2,266.61	0.1%	50	£14.44
Referral: https://www.nitrouscompetitions.com/my-a	314	0.1%	£1,991.46	0.1%	60	£6.34
Referral: https://www.nitrouscompetitions.com/?__c	160	0.1%	£1,954.87	0.1%	47	£12.22
YouTube	93	0.0%	£1,107.40	0.0%	35	£11.91
Referral: https://duckduckgo.com/	105	0.0%	£855.17	0.0%	39	£8.14
Referral: https://www.nitrouscompetitions.com/cart	68	0.0%	£760.41	0.0%	16	£11.18
Referral: https://uk.search.yahoo.com/	68	0.0%	£735.13	0.0%	26	£10.81
Campaign: utm	20	0.0%	£400.66	0.0%	9	£20.03
Campaign: an	34	0.0%	£313.73	0.0%	20	£9.23
Referral: https://ntp.msn.com/	43	0.0%	£229.22	0.0%	6	£5.33
Referral:	19	0.0%	£144.76	0.0%	7	£7.62
Referral: https://search.aol.co.uk/	9	0.0%	£127.70	0.0%	1	£14.19
Campaign: {{site_source_name}}	12	0.0%	£76.65	0.0%	8	£6.39
Referral: https://www.nitrouscompetitions.com/ones	3	0.0%	£65.80	0.0%	1	£21.93
Referral: https://oceanhero.today/web?q=nitrous+co	15	0.0%	£65.04	0.0%	1	£4.34
Campaign: trustpilot	15	0.0%	£61.84	0.0%	11	£4.12
Referral: https://www.ecosia.org/	5	0.0%	£52.10	0.0%	2	£10.42
Referral: https://search.brave.com/	14	0.0%	£46.66	0.0%	10	£3.33

Channel Revenue

2. Payment methods

Method	Orders	%	Revenue	%
Apple Pay	150,177	50.1%	£1,677,259.85	56.4%
Card Payment	94,243	31.4%	£1,121,283.49	37.7%
Account Credit	35,518	11.8%	£0.00	0.0%
Google Pay	13,494	4.5%	£176,104.70	5.9%
(none)	4,811	1.6%	£-143.75	-0.0%
Account Cash	1,615	0.5%	£0.00	0.0%

Payment Methods

3. Hourly heat map (when buyers buy)

Hour	Orders	%	Revenue	Intensity
00:00	5,335	1.8%	£54,052.82	`█` 14%
01:00	3,602	1.2%	£37,237.61	`█` 10%
02:00	2,550	0.9%	£26,701.56	`█` 7%
03:00	1,746	0.6%	£16,399.45	4%
04:00	1,381	0.5%	£13,247.72	3%
05:00	1,628	0.5%	£17,724.08	5%
06:00	3,302	1.1%	£36,686.02	`█` 10%
07:00	5,282	1.8%	£55,966.83	`█` 15%
08:00	6,579	2.2%	£65,365.13	`██` 17%
09:00	7,705	2.6%	£76,150.20	`██` 20%
10:00	9,758	3.3%	£102,350.83	`███` 27%
11:00	9,490	3.2%	£92,018.50	`██` 24%
12:00	10,187	3.4%	£99,505.89	`███` 26%
13:00	10,855	3.6%	£115,159.68	`███` 30%
14:00	12,612	4.2%	£129,264.92	`███` 34%
15:00	13,153	4.4%	£129,845.42	`███` 34%
16:00	15,915	5.3%	£153,297.76	`████` 40%
17:00	19,678	6.6%	£196,796.51	`█████` 52%
18:00	28,105	9.4%	£283,649.24	`███████` 74%
19:00	33,123	11.0%	£329,259.29	`█████████` 86%
20:00	39,323	13.1%	£381,768.01	`██████████` 100%
21:00	34,531	11.5%	£323,497.81	`████████` 85%
22:00	16,318	5.4%	£156,734.43	`████` 41%
23:00	7,700	2.6%	£81,824.58	`██` 21%

Hourly Revenue

4. Day-of-week heat map

Day	Orders	%	Revenue	Intensity
Monday	39,633	13.2%	£364,579.44	`██████` 62%
Tuesday	38,568	12.9%	£373,207.30	`██████` 63%
Wednesday	34,423	11.5%	£334,331.98	`██████` 57%
Thursday	38,698	12.9%	£402,343.25	`███████` 68%
Friday	55,176	18.4%	£590,495.00	`██████████` 100%
Saturday	42,129	14.0%	£418,276.13	`███████` 71%
Sunday	51,231	17.1%	£491,271.19	`████████` 83%

Day of Week

5. Daily revenue timeline

Daily Revenue

Top 10 days by revenue

Date	Day	Orders	Revenue
2026-02-06	Friday	6,234	£68,956.42
2026-02-22	Sunday	9,130	£64,732.93
2026-05-03	Sunday	5,834	£63,139.10
2026-04-23	Thursday	5,360	£56,857.98
2026-03-27	Friday	4,461	£51,642.03
2026-03-06	Friday	4,445	£50,136.69
2026-03-13	Friday	4,560	£50,127.67
2026-02-27	Friday	6,167	£49,360.47
2026-04-17	Friday	4,422	£48,091.47
2026-05-01	Friday	3,693	£46,518.72

Bottom 10 days by revenue

Date	Day	Orders	Revenue
2026-03-02	Monday	3,139	£24,305.76
2026-02-11	Wednesday	2,741	£24,156.32
2026-03-10	Tuesday	2,701	£23,518.89
2026-03-19	Thursday	2,187	£23,093.45
2026-03-17	Tuesday	2,423	£22,748.95
2026-03-31	Tuesday	2,531	£22,713.57
2026-03-16	Monday	2,246	£22,631.00
2026-03-11	Wednesday	2,503	£22,620.74
2026-03-18	Wednesday	2,353	£21,900.71
2026-05-06	Wednesday	855	£8,074.73

6. New vs repeat customers

New buyers (first order in window): 58,985
Orders from new buyers: 58,985 (19.7%)
Repeat orders: 240,873 (80.3%)

Customer revenue bands (3-month LTV)

Spend band	Customers	%	Revenue	%
£0–£5	13,738	23.3%	£34,914.65	1.2%
£5–£25	26,224	44.5%	£330,681.16	11.1%
£25–£100	13,896	23.6%	£676,672.88	22.7%
£100–£500	4,415	7.5%	£864,831.08	29.1%
£500–£5,000	667	1.1%	£769,169.38	25.9%
£5,000+	32	0.1%	£298,235.27	10.0%

7. Top customers (3-month spend)

Email	Orders	Revenue
andreaoneill2017@hotmail.com	1510	£36,030.30
gemmamitchell34@yahoo.co.uk	528	£15,204.20
goultyd79@icloud.com	145	£14,599.07
denwright2025@outlook.com	858	£14,492.96
dtjimbob@gmail.com	267	£13,838.29
ryanlunt@hotmail.co.uk	42	£12,548.78
ryasmith1996@gmail.com	442	£11,884.58
liam_rollason@hotmail.co.uk	318	£10,711.00
ianmartin39@hotmail.co.uk	283	£10,441.21
aaronrouse89@icloud.com	102	£9,906.71
turbouk89@gmail.com	218	£8,979.61
rjd1284@gmail.com	142	£8,180.63
williamhollings3@gmail.com	43	£8,037.66
edstapley@outlook.com	56	£7,950.12
youngdude@talktalk.net	1053	£7,933.04
martynbell_9@hotmail.com	437	£7,893.95
fosterrichard1333@gmail.com	228	£7,757.02
mrjoeynicholls@hotmail.com	190	£7,399.04
binmandan@googlemail.com	170	£7,312.01
fitzy2009@yahoo.co.uk	83	£7,214.58
klincewicz@gmail.com	15	£6,940.34
michaelpeterabbott90@gmail.com	412	£6,929.15
office@kbhproperty.com	5	£6,400.00
beary15@hotmail.co.uk	261	£6,261.76
reecehickz@icloud.com	361	£6,064.88

8. Geographic split (top 25 cities)

City	Orders	Revenue
Leicester	15,905	£163,307.91
Doncaster	11,508	£130,883.58
Walsall	11,524	£88,273.68
Sheffield	7,640	£74,372.17
Bristol	6,669	£58,090.67
Ilkeston	5,762	£48,691.64
Middlesbrough	5,223	£47,375.72
Derbyshire	2,540	£46,346.32
Nottingham	5,061	£44,811.53
Birmingham	4,777	£44,434.71
Bradford	3,894	£44,087.52
Manchester	4,912	£37,513.47
Mansfield	4,224	£36,149.57
Widnes	2,343	£30,985.52
Barnsley	3,384	£30,771.40
York	1,755	£30,730.52
Wolverhampton	2,921	£30,496.34
Derby	2,664	£29,385.65
Stockton-On-Tees	2,842	£28,651.81
Scunthorpe	2,725	£27,606.06
Cardiff	2,960	£27,019.31
Leeds	3,198	£26,701.56
Rotherham	2,860	£25,829.22
Hull	3,050	£25,695.88
Stockport	1,743	£25,249.93

9. Country split

Country	Orders
GB	299,499
IE	357
??	2

10. Audit findings & recommendations

Peak hours (UK): 18:00, 19:00, 20:00, 21:00 — concentrate ad spend & email sends here.
Off-peak hours: 01:00, 02:00, 03:00, 04:00, 05:00, 06:00 — pull spend, exclude in dayparting.
Top days: Friday, Sunday drive peak revenue.
Direct/typein share: 57.1% — high direct share usually means strong brand or untagged paid traffic. Audit UTM coverage on every paid link (this is your biggest attribution gap).
Facebook share: 21.1% revenue — your largest attributable paid channel. Watch CPL trend weekly; scale winning creatives 20% per week.
Google Organic: 10.1% revenue — strong brand search. Add a branded Google Ads campaign to capture intent before competitors do.
Email: 8.2% revenue — Klaviyo is performing. Send during the 18:00–21:00 peak window to ride the natural buying curve.
Google Ads: only 0.11% revenue — either spend is tiny or UTMs are missing from ad URLs. Verify gclid is being captured by the order attribution plugin.
TikTok: 0.40% revenue — under-indexed for a UK competitions audience. Worth a £100/day test with native UGC creative.
31.7% of orders are under £2 (low-ticket entries). Bundle/upsell mechanics will move AOV faster than new acquisition.
Repeat-customer rate: 80.3% of orders. 33316 customers ordered more than once. Email/SMS retention is the highest-ROI lever.

Report generated by audit.py from 299,858 WooCommerce orders.