Nitrous Competitions Ltd.

Dear Team at Zap,

Thank you for the work over the last two years. We're writing to formally notify you of a restructure to our service arrangement, taking effect 1 June 2026.

After completing a 90-day forensic audit of our marketing performance, attribution data, paid-media spend, ticket sales and a full review of the Wayback Machine archive of our website (March 2024 onwards), we've made the decision to bring all paid-media management in-house. We'd like to retain Zap for hosting, licence and technical support only.

The decision is data-led. We're sharing the data with you below in the spirit of transparency, so the handover can be cooperative and professional.

1.Engagement timeline — when Zap onboarded and what happened next

The earliest verifiable date of Zap's paid-media activity in our WooCommerce attribution data is 19 April 2024 — confirmed by your own UTM Advantage++shopping+campaign+19/04/2024+Campaign, which embeds the launch date in the campaign name. That's the start of year 3 of the engagement.

If the formal contract / hosting onboarding pre-dates this, please confirm the exact start date in writing — we'll update our records. The 19 April 2024 date is what's evidenced in our paid-media data; the hosting / Package 11 engagement may go back further. Below is what changed visually on our public-facing homepage during that period, captured by the Internet Archive.

2.Sales decline — daily revenue (last 90 days)

Below is daily total revenue (light blue) and Meta-attributed revenue (dark blue) for the last 90 days, pulled live from WooCommerce. The last 30 days average £33,050/day — versus an implied historical baseline of £153,000/day during the £30M-to-£100M prize give-out ramp (2024).

3.Ticket sales data — what's actually selling

15.21 million tickets sold across the last 90 days from 480,961 order line items (avg 31.6 tickets per order). The top 15 competitions account for ~36% of all tickets sold. Yet the marketing budget has been spread across 180 active Meta campaigns rather than being concentrated on these proven winners.

4.The 90-day Meta findings

From the Meta Ads Manager export (Q1 2026, account "Nitrous Competitions"):

The frequency reading is the headline issue. At 19.52, every reached person saw an ad on average ~20 times — 3-7× over saturation by industry standards.

Meta's published guidance for algorithmic optimisation requires ≥50 conversions per campaign per week. With 180 active campaigns, the budget is fragmented well below this threshold. 86 campaigns earned less than £200 in 90 days (combined: £5,480).

5.UK competitor positioning — where Nitrous sits

The UK competition-site market has matured significantly since 2024. Below is the rough scale of major UK comp businesses, drawn from public Companies House filings (BOTB plc) and industry-published estimates.

6.Marketing team experience — the technical evidence

This is the most difficult part of the letter to write, and we want to handle it factually. The decision to bring paid media in-house isn't about disliking the team — it's about a pattern of technical setup that, in our view, falls below what Nitrous needs at our scale. Below are the specific technical observations and the industry-standard practice each one should match.

7.Standardised template vs bespoke programme — what the campaign naming reveals

This is the second concern, and it's tied to the first. We've reviewed Zap's campaign naming convention as visible in our WooCommerce attribution metadata, and the structure tells us something important:

The taxonomy is consistent and templated: Brand-prefix | Funnel-stage | Campaign-type | Audience | Geo | Exclusion. Within the 180 active campaigns, the same pattern repeats with prize names and dates as variables.

We've also been unable to find evidence in the campaign data of:

• A Lookalike-1% audience seeded from our top customer LTV file (the 5,898 customers who spent £100+ in the last 90 days)
• Custom Audiences built from our Klaviyo high-intent segments (e.g. "High Intent Cash Players", "High Intent Car/Bike Players")
• Creative rotation specific to our top-performing email subject lines (the words "Last Chance", "£5,000", "Wins" outperform on email and would translate to Meta)
• A separate Account Credit / Zap-Cashier-aware acquisition flow — despite this being one of our core mechanics
• A Welcome Flow tailored to Nitrous's specific competition cadence

We acknowledge a templated agency model can deliver scale efficiency, and we're not criticising the approach — for some clients, it's exactly right. But for Nitrous at our current size and complexity (442k customer database, 587 active SKUs, ~£12M annual run-rate, instant-win mechanics, account-credit system), we believe we need a programme built around our specifics rather than an instance of a shared model.

We'd respectfully ask Zap to confirm the following in writing as part of the handover:

• Confirmation of which other UK competition / prize-draw operators Zap currently manages or has managed in the last 24 months (so we can be confident our data, audiences and creative are not being co-mingled)
• Confirmation that no Custom Audience built from Nitrous customer data has been used to seed campaigns for other Zap clients (lookalike audiences across competing brands would be a material conflict)
• Confirmation of the data-handling practice applied to our Meta Pixel + CAPI events when it sits inside an agency-shared Business Manager

8.The cost structure — current vs proposed

9.Transition handover — what we need by 31 May 2026

10.Closing

This is a business decision based on the data. We recognise the work that's gone in over two years, and we genuinely appreciate the partnership during the £30M-to-£100M prize give-out ramp in 2024. The Wayback record of that period speaks for itself.

The path from here looks different from the path that brought us here. We're going to run paid media in-house with focused creative refresh, server-side attribution (CAPI), Advantage+ Shopping Campaign autopilot, lookalike acquisition built from our top customer file, and tight UTM hygiene. We hope Zap can continue as our hosting and tech partner under the revised scope, and we wish the Marketing Accelerator team success with other clients.

Please confirm receipt of this notice and acknowledgement of the new scope by 14 May 2026. If we don't hear back by that date, we'll proceed with handover steps as outlined.

For any questions, contact us directly. We'd welcome a 30-minute handover call between 14 May and 31 May.