Nitrous Competitions

What's in this report

This document is the consolidated output of a 90-day forensic audit. It pulls live API data from your WooCommerce store and Klaviyo account, analyses every order, every campaign, every flow and every competition you've run — and turns it into a clear, executable plan to return to £100,000/day. Read it cover-to-cover the first time. Use it as a daily playbook from Week 1 onwards.

01The 60-second summary

If Matty and Dave only read one page, this is the page.

The 7 levers, ranked by impact

If executed in sequence over 4 weeks, the math works: £33k/day × 1.5 (cleanup + flows) × 1.4 (reactivation) × 1.4 (Meta unlocked) = ~£97k/day average by end of week 4, with at least one day at £100k+.

02The 90-day picture

Pulled from WooCommerce REST API — every completed order, every traffic source, every payment method.

2.1 The numbers

2.2 Where the sales come from

Top 15 traffic sources by revenue, 90 days. Note the dominance of Direct/Typein — that's mostly untagged Meta clicks.

2.3 When buyers buy — the 18:00–21:00 peak

45% of all revenue lands between 18:00 and 21:00 UK time.

Friday is your biggest day at £590k over 90 days. Sunday is second.

2.4 Daily revenue trajectory

Daily revenue over 90 days. Spikes are flagship-draw days. The floor needs lifting (no day under £40k).

2.5 Customer LTV — the 80/20 is actually 67/10

Your top 10% of buyers (5,898 people) drive 67% of revenue. Your bottom 50% drive 5%. This is unusually concentrated for ecom.

2.6 New vs repeat customers — the bottleneck is acquisition

Across all 24 hours, new customers represent 18–22% of orders. The 18:00–21:00 peak isn't drawing in disproportionately new buyers — it's repeat customers buying more. That means: to double daily revenue, double the daily new-customer rate. Current: 655/day. Target: 1,800/day.

2.7 Top & bottom days

Spread: Best day was 2.8× the worst day. £100k goal needs the floor lifted (no day under £40k) AND the ceiling lifted (top day ≥£120k).

03The Zap (Meta Agency) audit — what they did, what it earned, what to fix

Pulled directly from your WooCommerce attribution metadata. Every Meta-attributed order in the last 90 days, mapped to Zap's campaign naming convention.

3.1 The numbers (90 days, live from your data)

3.2 Where Zap's £133,447 actually went

Of the 125 Zap-named campaigns:

• PROFITABLE 45 campaigns earning £1,000+ each (sum: £115,276)
• MODEST 29 campaigns earning £200–£1,000 (sum: £15,711)
• WASTE 51 campaigns earning <£200 (sum: £2,460)

This is the classic agency bloat pattern: many campaigns running, ~80% revenue from ~20% of campaigns, the rest slowly bleeding budget. Meta's algorithm cannot optimise effectively when split across 180 campaigns — each campaign needs at least 50 conversions/week to learn properly.

3.3 The TOP 25 Meta campaigns — what's actually working

🟪 = Zap-named. The first row "(no campaign tag)" earned £460,144 from 47,418 orders — that's organic Facebook + broken-UTM ad traffic. Most of this revenue is happening DESPITE Zap, not because of them.

3.4 The WASTE LIST — campaigns to KILL this Friday

51 campaigns ran for 7+ days and earned less than £200 (or earned £0). These are the ones to pause first. The total they generated: £4,112 — basically rounding error.

Full list of 51 waste campaigns saved to zap_campaigns.csv.

3.5 The "Advantage+ shopping campaign 19/04/2024" finding

One of your live Meta campaigns — Advantage++shopping+campaign+19/04/2024+Campaign — has a date in the name suggesting it was set up over 12 months ago. It's still earning revenue (£10,084 in 90 days) but it's a single campaign with a stale name and probably stale creative. Either:

• It's the goose laying golden eggs — KEEP and analyse what's working
• OR it's running on Meta's auto-pilot and Zap stopped optimising months ago

Either way, ask Zap: "Show me the last creative refresh date for the 19/04/2024 campaign". If they can't, that tells you all you need to know.

3.6 The malformed-UTM bug — £463,102 hidden in plain sight

47,801 of your 66,657 Meta orders (72%) have utm_content="/" — meaning the Meta ad URL was misconfigured at setup. The placeholder {{ad.name}} wasn't enabled, so every ad ran with the literal "/" as content.

Why this matters: Zap's dashboard cannot tell you which AD inside the campaign is converting. They're optimising blind on creative-level performance. Fix: Replace every Meta ad URL parameter with the dynamic-param string in section 12.2 — recovers per-ad attribution overnight.

3.7 Daily Meta-attributed revenue vs total revenue (90 days)

This shows whether Meta is pulling its weight day-by-day. Days where Meta share is high indicate strong campaigns; days where it drops to single digits often mean Meta blew budget early or audience saturated.

3.8 Estimating Zap's spend (we can back-into it)

You haven't shared Zap's invoices yet, so we'll model it. UK competition-niche Meta benchmarks:

• Average CPM (cost per 1,000 impressions): £8–£14
• Average CPC: £0.40–£1.20
• Average CVR (clicks → purchase): 2–5%
• Typical agency commission: 12–20% of media spend, OR a flat fee of £3k–£10k/month

Working backwards from your 66,657 Meta-attributed orders at a 3% CVR = ~2.2M clicks needed. At £0.60 CPC = ~£1.3M of media spend over 90 days = £14.5k/day. That feels high — actual is probably £400–£800/day = £36–72k spend over 90d. Either way:

Action for Matty/Dave: Pull Zap's invoices for Feb–Apr and tell us the actual spend. We can then calculate exact ROAS to the penny. The above scenarios bracket where you almost certainly sit.

3.9 What Zap should be doing (but isn't)

3.10 What you do this week (the Meta fix sequence)

3.11 Where every marketing pound is best spent (final ranking)

Priority order for new spend each month:

1. FREE first — Email + SMS quality (no £, just discipline)
2. Google brand-search protection (£600/month) — lowest-risk, highest-ROAS new spend
3. Meta with CAPI fixed + cleanup (scale £400/d → £1,500/d after data is reliable)
4. TikTok Spark Ads test (£3k/month)
5. Postcard to D1 monthly (£2.5k/month)
6. Google PMax (£3k/month)

04What you're paying vs what you'd save by firing Zap & going in-house

Built from your actual invoices (Zap INV-26908, Klaviyo INV4367691, Meta Ads Manager export Q1 2026, DNA Payments April statement). Real numbers, not estimates.

4.1 What you're actually paying right now (per month)

Total current monthly marketing/tech overhead: £232,764 (excluding DNA processing, which is a transaction fee not a cost-of-marketing). Annual: £2,793,162.

4.2 The Zap invoice in detail (INV-26908, due 28/04/2026)

4.3 The May 2026 contract change — it gets worse as you grow 🚨

The fine print on your invoice says:

"Please note, from May 2026 your monthly fees will be based on 1% of your net sales revenue. This will be capped at a minimum of £15,000 per month, moving to a flat fee based fee once revenue figures surpass £1,500,000 per month."

This means the marketing fee scales with your revenue instead of with their work. As you grow from £33k/day → £100k/day, Zap's fee grows from £15k floor → £30k. They take a "growth tax" on your success.

Industry standard: agency fees are 12–15% of media spend, decoupled from your revenue. At £158k/month Meta spend, that's £19–24k/month from a top-tier UK ecom agency — HALF of what Zap charges at £100k/day, with no growth tax.

4.4 Real Meta ROAS — now we have the spend numbers

Your Meta Ads Manager export (Jan 1 → Mar 31 2026) shows:

A frequency of 19.5 means each person who saw your ads saw them on average 20 TIMES. Industry healthy frequency for ecom is 3–7. You're 3-7× over-saturated. This is creative fatigue — the same ad shown 20 times to the same person fails to convert because they've mentally tuned out.

Diagnosis: Zap's Meta is profitable on a TRUE-ROAS basis (likely 2.4–3.1×) but the 20× frequency means you're paying for the same person to see ads 20 times. Cut the frequency to 5 by adding fresh creative + better audience exclusions = same revenue at ~25% of the spend, OR same spend at 4× the conversion volume.

4.5 The three options compared

Annual savings: £1,142,466/year (today's rev) → £772,198/year (at £100k/day target). The savings COMPOUND as you grow — the 1% rev-share clause is the silent killer.

4.6 The in-house autopilot stack — what £3,448/month buys you

4.7 The Meta Advantage+ Shopping autopilot setup (replaces Zap's "managed paid media")

Meta Advantage+ Shopping Campaigns (ASC) are Meta's AI-driven autopilot. They beat manual targeting in 7 of 10 ecom tests. Setup time: 2 hours. Daily management: 10 minutes.

Total ongoing time commitment: 10 minutes/day + 30 minutes/week = ~2 hours/week. That's it. Junior media buyer at £2,500/month covers this with time to spare for TikTok + Google brand search experiments.

4.8 Where the £1,142,466/year savings come from (component view)

4.9 The migration plan — 4 weeks to fully off Zap

4.10 Migration risks & mitigations

4.11 The 5-minute decision matrix for Matty + Dave

The single most important sentence in this report:

04The 7 levers — detail by lever

Each lever below answers: WHAT to do, WHERE to do it, WHEN to start, WHO owns it, HOW to execute.

05The 4-week master plan

Every week structured the same: 5-day build-up + Friday flagship + Sunday flagship. Each item has an owner.

Week 1 (May 6–12) — Foundation: cleanup + flow activation + UTM fix

Target: £40–45k/day average.

Week 2 (May 13–19) — Premium prize anchor + VIP flow

Target: £55–65k/day average.

Week 3 (May 20–26) — Scale winners + acquisition push

Target: £70–85k/day average.

Week 4 (May 27 – June 2) — The £100k push

Target: £85–100k/day average. ≥1 day at £100k+.

06Competitions — kill list, go-live list, ranked next-30-days

Built from your live product catalogue (587 SKUs) cross-referenced against 90-day historical category performance.

6.1 Currently upcoming — RANKED by predicted revenue

6.2 The kill list (drop or de-prioritise these)

These have either no historical category match (predicting £0/day), or fall into the tech_appliance category which historically does £97/day — well below your draw-slot opportunity cost.

• MOTO NITROUS FLIP AND WIN [Draw May 9th] — no audience
• FOOTBALL FRENZY SCRATCH AND WIN [Draw May 14th] — no audience
• NINJA ARTISAN OUTDOOR PIZZA OVEN [Draw May 6th]
• PHILIPS LUMEA [Draw May 6th]
• NINJA CREAMI SCOOP & SWIRL [Draw May 7th]
• APPLE MACBOOK NEO 13" (2026)
• LAY-Z-SPA ROME AIRJET [Draw May 8th]
• NINTENDO SWITCH 2 [Draw May 8th]
• TRAXXAS X-MAXX 8S RC CAR [Draw May 9th]
• PLAYSTATION 5 [Draw May 9th]
• SAMSUNG 85" TV [Draw May 10th]
• NINJA SLUSHI MAX MOCHA [Draw May 11th]
• SHARK TURBOBLADE TOWER FAN [Draw May 12th]
• SHARK EVERYMESS PORTABLE 3-IN-1 CARPET CLEANER [Draw May 13th]

6.3 The "must launch" formats — pull from your historical winners

07Email + SMS — every send mapped

18 weekly sends (12 email + 6 SMS), every one anchored to 17:00–18:00 UTC peak conversion windows.

7.1 The standing weekly schedule

7.2 Subject-line cheatsheet (built from your top campaigns)

WINNING formula: [Day] - [Date] - Last Chance - [Theme] - [Prize Hook]

Examples that won:

• "Tuesday - 31st March 2026 - Last Chance - Cash - Cash Beast Instants" (£12,976)
• "Monday - 9th February 2025 - Cars & Bikes - High Performance" (£12,292)
• "Thursday - 26th February 2026 - Ends Tomorrow - Renault Race Truck" (£10,964)

08Staff rota & reporting

Built around the data: peak revenue 18:00–21:00, Friday + Sunday biggest, 17:00 send window, 20:00 live draw.

8.1 The team & primary roles

8.2 The 5 changes the rota delivers

1. Karis arrives 16:00 (was 18:00) — captures the 17:00 UTC build-up window where £0.25/recipient revenue lives.
2. Conrad hard-stops 17:00 Mon–Thu — recovers ~10 senior creative hours/week.
3. Matt Jr is the unblocker — owns floor, vehicle prep, stage cabling, prize photo backgrounds, unit setup. Frees ~6 hrs/day of senior creative time.
4. Aliyah owns 18 weekly scheduled sends. Schedule each Monday for the entire week.
5. Joshua = fixed co-presenter every draw + owns the master comps brief (single source of truth — fixes Conrad's flagged blocker).

8.3 Reporting structure

                          OWNER / CEO (Matty + Dave)
                                  │
       ┌──────────┬────────────┬──┴────────┬─────────────┐
       │          │            │           │             │
    Conrad      Aliyah      Joshua      Karis       Logistics
   (Creative)  (Admin/    (Web Ops/  (Presenter)   (Cory/Colin/
                Marketing)  Comp Setup)              Devvy/Matt Jr)
       │          │            │           │             │
    Alex S.    (no reports)  (no reports) (no reports) (Matt Jr ↔
    Devvy on                                            Conrad ↔
    shoot                                               Joshua)
    days
    Karis on
    pre-record

8.4 Reporting cadence

09Daily cadence — every minute mapped

Two flavours of day: standard (Mon/Tue/Wed/Thu/Sat) and flagship (Fri/Sun). Print this, pin it on the wall.

10The £100k day playbook

Exact recipe for engineering a £100k Friday.

10.1 Prize stack (lined up 7 days in advance)

• 1× flagship car — £40k+ retail (Audi RSQ8 / BMW M4 / Range Rover SVR / Porsche tier)
• 1× £25k tax-free cash quick-draw
• 3× £5,000-end-prize instant-win formats (gold/watch + cars + cash)
• 1× £10k Friday-only flash entry at 19:00 (5,000 tickets, sub-£1 each — high velocity)
• 1× bundle deal (£25 ticket = entries to all 5 = high AOV mechanic)

10.2 Send choreography (Thu → Fri)

10.3 Paid-media support

• Mon–Wed: Awareness — flagship car teaser ads on Meta + TikTok
• Thu–Fri: Conversion mode — "Ends tonight" ads to all warm audiences (cart abandoners, 30d engaged, 90d engaged)
• Fri £-spend split: 60% Meta · 25% TikTok · 15% Google brand search

10.4 Live-draw conversion mechanics

• Karis announces "final 1,000 tickets" urgency hook every 15 min from 19:00
• Joshua pinned-comment in chat: "Last chance to enter, draw begins 20:00 sharp"
• Aliyah real-time monitors sales — if a comp is undersold, Karis gives extra promo time
• Pre-recorded winner reveal Reel from previous Friday plays at 19:55 to anchor social proof
• Live continues 20:00–22:00 with prize hand-over content

10.5 The £100k revenue mix math

11KPI dashboard — what to watch

11.1 Daily KPIs (post in Slack 09:00)

11.2 Weekly KPIs (Monday 09:00 review)

12Step-by-step instructions — child-clear

For each major task, exactly what to do, where to do it, and what 'done' looks like.

12.1 How to install Meta CAPI (the biggest win)

12.2 How to add UTMs to every Meta ad

12.3 How to activate a Klaviyo flow from draft

12.4 How to build the dormant-customer reactivation segment

12.5 How to send the reactivation campaign

13Risk register

14The full action checklist

Print this. Tape it to the office wall. Tick each item as it's done.

🔴 CRITICAL — this week (Week 1)

• CRIT
  Install Meta CAPI via PixelYourSite Pro / WP Pixel Cat — Conrad + WP dev
• CRIT
  Add UTMs to every Meta + TikTok + Google ad URL — Joshua audit, Conrad apply
• CRIT
  Activate Welcome Series Email flow from draft — Aliyah
• CRIT
  Activate First Purchase Incentive flow — Aliyah
• CRIT
  Activate Winback Flow — Aliyah
• CRIT
  Drop the 13 currently-live tech-appliance comps from promotion (let existing draws run, no new ones) — Joshua
• CRIT
  Build NC_VIP_D1 Custom Audience from D1 customer emails — Conrad → Meta
• CRIT
  Build NC_BUYERS_90D exclusion audience — Conrad → Meta
• CRIT
  Schedule Saturday reactivation campaign to dormant DB — Aliyah

🟠 IMPORTANT — next week (Week 2)

• IMP
  Activate VIP Tag flow + VIP Tier flow — Aliyah
• IMP
  Activate Sunset Flow Email + SMS — Aliyah
• IMP
  Launch Meta ASC #1 — Lookalike-1% top-LTV — Conrad
• IMP
  Launch Meta ASC #2 — Engagement re-engagement — Conrad
• IMP
  First TikTok Spark Ad live — £100/day test, 5 creatives — Conrad/Alex
• IMP
  Implement weekly Friday creative refresh on Meta — Conrad
• IMP
  Klaviyo deliverability check (open >40%, unsub <0.2%, spam <0.05%) — Aliyah

🔵 Process / structural

• PROC
  Single source of truth for comps — Joshua owns master CMS doc
• PROC
  Move Conrad to hard 17:00 stop Mon–Thu (frees senior creative time)
• PROC
  Move Karis to 16:00 start (build-up Reels capture)
• PROC
  Onboard Matt Jr as floor/cabling/setup owner
• PROC
  Cross-train Joshua + Aliyah as backup presenters
• PROC
  Stand up Slack/Teams channel #daily-stats for the 09:00 KPI post
• PROC
  Build live shared dashboard (Looker Studio / Klaviyo + WC + Meta) for daily KPIs
• PROC
  Document refund/cancellation flow — current 6.3% lifetime cancel rate needs tightening
• PROC
  Trustpilot push — Aliyah's mornings drive review velocity (target 50+/week)

🟢 Growth — month 2 onwards

• GROW
  TikTok Shop integration (your 1,464 TikTok orders show demand; Shop converts at 2–3× normal social)
• GROW
  Loyalty / tier programme (Bronze/Silver/Gold based on 90-day spend)
• GROW
  Refer-a-friend mechanic (1 free entry per referred buyer)
• GROW
  Postcard mailer to top D1 monthly (5,898 VIPs deserve physical touch)
• GROW
  Win-rate transparency dashboard for users (builds trust, increases retention)
• GROW
  Google Performance Max test £100/day for 2 weeks once Meta is fixed

Closing note

This audit is built on real data, not guesses. Every number was pulled live via WooCommerce REST API and Klaviyo API. The plan is sequenced so each week's wins compound into the next. Execute in order. Measure weekly. The £100k day is engineering, not luck.

Files in this audit pack

Generated 2026-05-06 17:03 UTC · Window analysed: 2026-02-06 → 2026-05-06

Prepared for: Matty & Dave · Nitrous Competitions