10 Genesis Park, Magna Road
Wigston, Leicester
East Midlands LE18 4AJ
United Kingdom
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 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 — and we'd like to share the data with you below in the spirit of transparency, so the handover can be cooperative and professional.
Below is the Internet Archive's record of our homepage at key dates, with the metrics that were visible to anyone who visited. This is what an outside party would see. It's also what shareholders see.
Pulled live from the WooCommerce REST API — every order, every UTM, every campaign. Cross-referenced against the Meta Ads Manager export (Q1 2026, account "Nitrous Competitions") which showed:
| Metric (Q1 2026 Meta export) | Value |
|---|---|
| Spend (90 days) | £{META_SPEND_90D:,.0f} |
| Reach | {META_REACH/1e6:.2f}M people |
| Impressions | {META_IMPRESSIONS/1e6:.0f}M |
| Frequency | {META_FREQUENCY:.2f}× ⚠ |
| Attributed revenue (Meta-tagged orders) | £{META_ATTRIBUTED:,.0f} |
| Attributed ROAS | {ATTRIBUTED_ROAS:.2f}× |
Three findings stand out:
Industry benchmark for healthy ecom Meta is 3–7× frequency. {META_FREQUENCY:.2f}× means each person in the 5.35M reach saw an ad on average {META_FREQUENCY:.0f} times over 90 days. That's 3–7× over-saturation. The same hooks are being shown to the same people repeatedly, which fails to convert and leads to ad-set fatigue.
Meta's algorithm requires ≥50 conversions per campaign per week to optimise effectively. With {s['total_campaigns']} campaigns active, the budget is fragmented well below this threshold. Of the {s['zap_campaigns']} Zap-named campaigns:
Of the {meta['fb_tagged_orders']:,} Meta-attributed orders in 90 days, {meta['malformed_utm_orders']:,} ({MALFORMED_PCT:.0f}%) arrived with the literal string "/" as utm_content. This indicates Meta's {{{{ad.name}}}} dynamic parameter was never enabled at ad-set level — meaning per-ad attribution has been impossible for the entire campaign run. We can see Meta is generating revenue, but neither party can tell which creative inside which campaign is responsible.
Compounding this: £{NO_TAG['revenue']:,.0f} of Meta-attributed revenue from {NO_TAG['orders']:,} orders has no campaign tag at all. That's 72% of our Meta revenue invisible to your dashboard.
The campaign tagged with this date has been running, by its own naming convention, for over 13 months with no audit, no creative refresh, and no rename. It's earning £10,084 over the recent 90 days, which we appreciate — but a paid-media programme that doesn't refresh creative or audiences in 13 months is, by industry standard, on autopilot rather than being managed.
| Line | 90-day total | Notes |
|---|---|---|
| Zap fees (3× £42,542 inc VAT) | £127,627 | Hosting + Support + Marketing Accelerator |
| Meta ad spend (your management) | £474,015 | Q1 2026 Meta Ads Manager export |
| Total cost (Zap + Meta) over 90d | £601,642 | — |
| Meta-attributed revenue | £636,947 | WC order_attribution metadata |
| Apparent ROAS (cost-of-Meta basis) | {META_ATTRIBUTED/META_SPEND_90D:.2f}× | Excludes Zap fee |
| True ROAS (with Zap fee absorbed) | {META_ATTRIBUTED/(META_SPEND_90D+127627):.2f}× | Including agency fee |
We acknowledge that the true Meta ROAS (post-CAPI install, factoring 30–50% cross-device leakage into Direct/Typein) is likely higher than the dashboard shows. That's part of the reason we've made this decision: the attribution gap means we cannot manage what we cannot measure, and the cost of running blind has now exceeded the cost of bringing it in-house.
| Service | Monthly fee (inc VAT) | Status |
|---|---|---|
| Hosting / Package 11 | £30,000.00 | RETAIN |
| Licence / Support / Maintenance | £898.80 | RETAIN |
| New monthly total | £30,898.80 | — |
| Service | Monthly fee (inc VAT) | Status |
|---|---|---|
| Marketing — Accelerator Program Package | £11,643.46 | CANCEL effective 1 June 2026 |
Component services included under this line and now moving in-house:
To make the handover clean and professional, please action the following by 31 May 2026:
| # | Item | Owner at Zap |
|---|---|---|
| 1 | Full export of Meta Business Manager admin access — transfer Business Manager primary admin role to Nitrous Competitions Ltd | Account manager |
| 2 | Final list of all active Meta campaigns + ad sets + creative assets (image/video files) at handover | Paid media team |
| 3 | Pixel + CAPI configuration documentation (current state, including known gaps) | Tech lead |
| 4 | Custom Audience list (full list of audiences currently uploaded to Meta), with sources documented | Paid media team |
| 5 | List of any TikTok, Google or other paid-media accounts currently managed under your access | Account manager |
| 6 | Klaviyo administrator role transfer (currently shared) — confirm Nitrous as sole owner | Retention team |
| 7 | Final 90-day report from your dashboard, including spend by campaign and any internal attribution overrides | Account manager |
| 8 | Continued hosting / Package 11 SLA confirmation under the new scope (uptime, backups, deploy access) | Hosting team |
This is a business decision based on data, not on personal feeling. We recognise the work that's gone in over two years, and we appreciate the partnership that brought us through the £30M-to-£100M prize-give-out phase 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, 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 on this letter, contact us directly. We'd welcome a 30-minute handover call between 14 May and 31 May.
Kind regards,