I just bought some Liquid Zeolite on ebay for $40.00. It's too early to say anything about it. If 1/3rd of the claims are true it would be worth twice the money.
As a gold prospector, I know a little bit about activated charcoal since it is used to adsorb (not absorb) heavy metals like gold from a leach solution. It's an electrical attraction thing. Activated charcoal is activated by a steam process where all of the non carbon material like plant resins etc are removed. I took some an hour before having my Amalgams removed.
If zeolite has the same properties as carbon then it should come from nature full of heavy metals that have already been attracted to it. They have to be removed before it can be called "activated".
I would wonder about putting a clay pack on that's full of junk - unless, of course, this clay had been activated, but then it would probably cost more if it had been???