Built from your actual invoices (Zap INV-26908, Klaviyo INV4367691, Meta Ads Manager export Q1 2026, DNA Payments April statement). Real numbers, not estimates.
Total current monthly marketing/tech overhead: £{CURRENT_TOTAL_MONTHLY:,.0f} (excluding DNA processing, which is a transaction fee not a cost-of-marketing). Annual: £{CURRENT_TOTAL_ANNUAL:,.0f}.
| Line item | Net | VAT | Total inc VAT | What it's supposed to cover |
|---|---|---|---|---|
| Hosting / Package 11 | £25,000 | £5,000 | £30,000.00 | Server infra + custom platform features (Zap Cashier, custom plugins) |
| Licence / Support / Maintenance | £749 | £149.80 | £898.80 | Updates, changes, support |
| Marketing — Accelerator Program | £9,702.88 | £1,940.58 | £11,643.46 | "Marketing Consultant, Fully Managed Paid Media, Retention, SEO, Organic Social, Video Creative" |
| TOTAL April 2026 | £35,451.88 | £7,090.38 | £42,542.26 | — |
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.
| Your daily revenue | Monthly revenue | 1% marketing fee | + Hosting + Support inc VAT | Total Zap monthly | Annual Zap cost |
|---|---|---|---|---|---|
| £33,000 (today) | £990,000 | £15,000 floor | £30,899.80 | £48,899.80 | £586,797 |
| £100,000 (target) | £3,000,000 | £30,000 (1% of £3M) | £30,899.80 | £66,899.80 | £802,797 |
| £200,000 (year-end?) | £6,000,000 | £60,000 (1% of £6M) | £30,899.80 | £96,899.80 | £1,162,797 |
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.
Your Meta Ads Manager export (Jan 1 → Mar 31 2026) shows:
A frequency of {META_FREQUENCY:.1f} means each person who saw your ads saw them on average {META_FREQUENCY:.0f} 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.
| Metric | Value | Calculation |
|---|---|---|
| Attributed Meta revenue (90d) | £{META_ATTRIBUTED_REVENUE:,.0f} | From WC order_attribution metadata |
| Attributed ROAS | {META_ATTRIBUTED_REVENUE/META_SPEND_90D:.2f}× | £{META_ATTRIBUTED_REVENUE:,.0f} / £{META_SPEND_90D:,.0f} — looks bad on dashboard |
| True Meta revenue (low estimate, +30% direct) | £{META_TRUE_REVENUE_LOW:,.0f} | Add 30% of "Direct/Typein" likely-from-Meta |
| True ROAS (low) | {META_TRUE_REVENUE_LOW/META_SPEND_90D:.2f}× | Plausible after CAPI install |
| True Meta revenue (high estimate, +50%) | £{META_TRUE_REVENUE_HIGH:,.0f} | Industry pattern in lottery/comp space |
| True ROAS (high) | {META_TRUE_REVENUE_HIGH/META_SPEND_90D:.2f}× | What CAPI + UTM fixes will reveal |
| CPM (cost per 1,000 impressions) | £{1000*META_SPEND_90D/META_IMPRESSIONS:.2f} | Industry UK ecom: £8-14 |
| Cost per reached person | £{META_SPEND_90D/META_REACH:.4f} | £0.09 per unique reach — surprisingly efficient |
Diagnosis: Zap's Meta is profitable on a TRUE-ROAS basis (likely 2.4–3.1×) but the {META_FREQUENCY:.0f}× 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.
| Scenario | Monthly cost | Annual cost | Best for |
|---|---|---|---|
| A. Stay with Zap (current April 2026) | £{CURRENT_TOTAL_MONTHLY:,.0f} | £{CURRENT_TOTAL_ANNUAL:,.0f} | Status quo. Pay £42.5k/month for full-managed. |
| B. Stay with Zap (May 2026 1% rev share) at £100k/day | £{(SCALE_ZAP_TOTAL + META_SPEND_MONTHLY + KLAVIYO_GBP_MONTHLY):,.0f} | £{(SCALE_ZAP_TOTAL + META_SPEND_MONTHLY + KLAVIYO_GBP_MONTHLY)*12:,.0f} | Worst-case if you grow as planned. Zap takes growth tax. |
| C. Fire Zap, in-house autopilot (recommended) | £{INHOUSE_OPTIMISED_TOTAL_MONTHLY:,.0f} | £{INHOUSE_OPTIMISED_TOTAL_ANNUAL:,.0f} | Lowest cost, most control, fastest to fix the broken UTMs. |
Annual savings: £{ANNUAL_SAVINGS:,.0f}/year (today's rev) → £{(SCALE_ZAP_ANNUAL - INHOUSE_REPLACEMENT_TOTAL*12):,.0f}/year (at £100k/day target). The savings COMPOUND as you grow — the 1% rev-share clause is the silent killer.
| Component | Replaces | Monthly cost | Where to buy |
|---|---|---|---|
| Cloudways WooCommerce Premium | Zap "Hosting Package 11" (£30k/m!) | £500 | cloudways.com — DigitalOcean/Vultr stack, auto-scaling |
| WP Buffs / freelance dev (5hr/m) | Zap support & maintenance | £200 | wpbuffs.com |
| PixelYourSite Pro (CAPI) | Fixes the attribution Zap broke | £8 | pixelyoursite.com — £100/year |
| Junior in-house media buyer | Zap "marketing accelerator program" | £2,500 | Hire local Leicester. Or specialist freelancer 10hr/week. |
| SEO tools (Ahrefs Lite + Search Console) | Zap SEO services | £80 | ahrefs.com |
| Adobe Stock + Canva Pro | Zap video creative services (you already have Conrad+Alex) | £40 | Most of this is already covered in-house |
| TeraWallet for WooCommerce | Zap Cashier (account credit system) | £100 | WC plugin marketplace + £40/month addon |
| TOTAL replacement stack | Replaces £42,542/month Zap | £{INHOUSE_REPLACEMENT_TOTAL:,.0f} | Saving £{(ZAP_TOTAL_INC - INHOUSE_REPLACEMENT_TOTAL):,.0f}/month |
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.
orders_3mo.csv by sorting on customer revenue) → builds Lookalike-1% acquisition seed.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.
| Source | Monthly | Annual | How |
|---|---|---|---|
| Replace Zap with in-house stack | £{(ZAP_TOTAL_INC - INHOUSE_REPLACEMENT_TOTAL):,.0f} | £{ZAP_ONLY_SAVINGS:,.0f} | Zap £42,542 → in-house £{INHOUSE_REPLACEMENT_TOTAL:,.0f} |
| Cut Meta waste (frequency 19→7) | £{META_MONTHLY_SAVINGS:,.0f} | £{META_ONLY_SAVINGS:,.0f} | Pause 86 waste campaigns + creative refresh discipline |
| Optimise Klaviyo SMS volume | £{KLAVIYO_SMS_SAVINGS:,.0f} | £{KLAVIYO_ONLY_SAVINGS:,.0f} | Stop full-list blasts; only high-intent segments |
| TOTAL ANNUAL SAVING | £{(ZAP_TOTAL_INC - INHOUSE_REPLACEMENT_TOTAL + META_MONTHLY_SAVINGS + KLAVIYO_SMS_SAVINGS):,.0f} | £{ANNUAL_SAVINGS:,.0f} | Today's revenue level |
| SCALED SAVING (at £100k/day) | £{(SCALE_ZAP_TOTAL - INHOUSE_REPLACEMENT_TOTAL + META_MONTHLY_SAVINGS + KLAVIYO_SMS_SAVINGS):,.0f} | £{(SCALE_ZAP_TOTAL - INHOUSE_REPLACEMENT_TOTAL + META_MONTHLY_SAVINGS + KLAVIYO_SMS_SAVINGS)*12:,.0f} | Zap's 1% rev-share contract scales viciously |
| Week | Action | Owner | Output |
|---|---|---|---|
| Week 1 | Audit + parallel-run prep. Set up Cloudways staging clone. Install PixelYourSite Pro CAPI on staging. Build NC_VIP_D1 + NC_BUYERS_90D Custom Audiences in Meta. | Joshua + freelance dev | Staging site live, CAPI verified |
| Week 2 | Live Meta CAPI on production. Create 2 Advantage+ Shopping Campaigns at £100/day each (parallel to Zap's existing campaigns). Negotiate Zap exit — give 30-day notice. | Conrad + Matty/Dave | ASC running, exit notice served |
| Week 3 | Migrate WooCommerce site to Cloudways. DNS cutover. Replace Zap Cashier with TeraWallet. Deactivate Zap's WordPress access. | Joshua + freelance dev | Site on new host |
| Week 4 | Switch off Zap's Meta campaigns. Scale Advantage+ to 100% Meta budget. Verify CAPI Event Match Quality ≥9. Hire/onboard junior media buyer. | Conrad + new hire | Fully autonomous |
| Risk | Probability | Mitigation |
|---|---|---|
| Site downtime during DNS cutover | Medium | Schedule for Tuesday 02:00 UTC (lowest revenue hour). Cloudflare DNS = 30s propagation. Have rollback plan. |
| Zap Cashier replacement breaks instant-win flow | High | Test TeraWallet on staging for 7 days before cutover. Have 24h support contract with WP dev for issue triage. |
| Meta Advantage+ underperforms vs Zap's manual | Low | Run parallel for 2 weeks. ASC needs 4-day learning before scaling. ROAS comparison after week 2 makes the call. |
| Zap retaliates with delayed handover or data hostage | Medium | Get full export of: WordPress DB, all media files, custom plugin source code, Meta Business Manager admin transfer. Done in writing in week 1. |
| Junior in-house media buyer can't deliver in time | Medium | Hire 6-week paid trial via specialist agency (e.g. Distillery, Ladder). Or use a smaller specialist agency at £2-3k/month while building in-house. |
| Klaviyo SMS contract minimum lock-in | Medium | Klaviyo bills 6 months upfront ($244,680 covers Apr→Sep 2026). Optimisation savings start Oct 2026 contract renewal. Renegotiate volume tier at that point. |
| If you... | Then... | Annual cost |
|---|---|---|
| ...keep Zap as-is | £42,542/month forever, plus VAT shocks as you grow | £{CURRENT_TOTAL_ANNUAL:,.0f} |
| ...keep Zap on May 2026 contract + hit £100k/day | 1% rev share = Zap takes £30k/m of your growth, plus £30k hosting | £{(SCALE_ZAP_TOTAL + META_SPEND_MONTHLY + KLAVIYO_GBP_MONTHLY)*12:,.0f} |
| ...fire Zap, go in-house autopilot, fix Meta + Klaviyo | Save £{ANNUAL_SAVINGS:,.0f}/year today, £{(SCALE_ZAP_ANNUAL - INHOUSE_REPLACEMENT_TOTAL*12):,.0f}/year at scale | £{INHOUSE_OPTIMISED_TOTAL_ANNUAL:,.0f} |
The single most important sentence in this report: