Dear Zap,

This letter is to formally notify you that Nitrous Competitions is bringing all paid-media management in-house effective 1 June 2026. We will continue with Zap for hosting and technical support only.

The decision is based on a 90-day forensic audit of our paid-media data. The headline concern: we don't believe the marketing team currently assigned to our account has the seniority of experience that Nitrous now requires at our scale.

Our broader concern: a templated programme, not a bespoke one

Beyond individual technical issues, the entire structure of the programme reads as a standardised template applied across multiple competition-site clients, rather than a bespoke build for Nitrous specifically. The evidence is in your own naming conventions:

• Campaign names follow a strict agency taxonomy: Brand | Funnel-stage | Campaign-type | Audience | Geo | Exclusion — repeated identically across all 125 Zap-named campaigns, with prize and date as variables.
• The "Hosting Package 11" line on your invoice indicates numbered, tiered packages — a productised offering designed to serve a pool of clients efficiently.
• The strategist initial in some campaign names (Meg | Zap | MOF | Sales) suggests one strategist running multiple accounts.
• No evidence of Lookalike-1% audiences seeded from our top-LTV customer file (5,898 customers spending £100+).
• No Custom Audiences built from our Klaviyo high-intent segments.
• No creative rotation specific to our top-performing email subject hooks.
• No account-credit / Zap-Cashier-aware acquisition flow despite this being one of our core mechanics.

Five specific reasons we are moving paid media in-house

1. Ad frequency of 19.52× — well above industry standard. Each person reached saw an ad on average 20 times in 90 days. Industry healthy is 3–7×. This is a frequency-cap setting normally configured in week one of any media buyer's onboarding. Source: Meta Ads Manager export, Jan 1 – Mar 31 2026.
2. 47,801 orders (72% of Meta-attributed) shipped with broken UTM tracking. The dynamic parameter {{ad.name}} was never enabled at ad-set level, so per-ad attribution has been impossible for the entire campaign run. £444,200 of revenue is sitting against the literal string "/" instead of an ad name. Source: WooCommerce order_attribution metadata, 90 days.
3. 87 of 125 Zap-named campaigns earned less than £200 in 90 days. Combined revenue: £5,480. These have been running for weeks without being killed, while Meta's algorithm requires ≥50 conversions per campaign per week to optimise. Budget is fragmented across 180 campaigns when it should be ≤8. Source: Cross-reference of Meta UTMs against WooCommerce orders.
4. One Advantage+ Shopping Campaign has been running for 13+ months without a creative refresh or rename. The campaign tag literally embeds its own setup date: Advantage++shopping+campaign+19/04/2024+Campaign. Industry standard is weekly creative refresh. Source: WooCommerce attribution metadata.
5. Foundational Meta tactics are missing. No evidence of CAPI installation (only 2% fbclid capture rate); no Lookalike-1% audience built from our top-LTV customer file; no Custom Audiences from our Klaviyo high-intent segments. These have been industry baseline for 4+ years. Source: Pixel diagnostics + Meta Ads UTM scan.

Each item is independently verifiable from our own data. Together they describe a programme set up to a standard below what Nitrous needs at our current scale and complexity.

We've been a Zap client since at least 19 April 2024 (year 3 of the engagement). We've appreciated the work, particularly during the strong 2024 ramp. The decision to move paid media in-house is not personal — it's about matching the seniority and bespoke-ness of the marketing operation to where Nitrous is today.

We'd like to retain Zap on the Hosting / Package 11 + Licence/Support lines (£30,898.80/month inc VAT). The Marketing Accelerator Program package (£11,643.46/month) is cancelled effective 1 June 2026. We are also formally declining the May 2026 contract change to a 1% net-sales-revenue marketing fee.

Please acknowledge receipt and the new scope by 14 May 2026. We'll set up a 30-minute handover call between then and 31 May to confirm Meta Business Manager admin transfer, Klaviyo admin role transfer, and the final list of campaigns & assets we'll need to take over.

Thank you for the partnership to date. We wish the Marketing Accelerator team every success with their other clients.