# 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](charts/channel_revenue.png)

## 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](charts/payment_method.png)

## 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](charts/hour_revenue.png)

## 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](charts/dow_revenue.png)

## 5. Daily revenue timeline

![Daily Revenue](charts/daily_revenue.png)

**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.

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