Hawke Media acquires Morphio and adds features!

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Reporting on digital marketing performance can often be a cumbersome process for digital marketers and the notion of monthly reports often results in decisions being made on stale data.

At hawke.ai, we believe that marketers (including clients) should have access to reporting data whenever they wish and we have implemented two different types of reporting:

  1. Reporting Summary which allows users to track key metrics and progress towards achieving monthly goals
  2. Platform Reports which allows users to view important performance metrics for all connected platforms.

Reporting Summary

With hawke.ai’s Reporting Summary feature (under the Reporting parent menu item) you can select metrics that are relevant to your client account and set monthly goals using Goal Monitoring, to which progress can also be monitored on the Reporting Summary page.

The Reporting Summary displays what we call reporting cards, which show a variety of detail about the given metric, such as:

  • Metric and associated platform
  • Inspect link, which will take you to the relevant platform-specific reporting page for further investigation
  • Performance number for the current month
  • Performance number for the previous month (toggleable to YoY)
  • Plot showing the performance of the current month and previous month
  • Bar showing progress towards the goal that has been set for that metric

Additionally, dedicated note cards can be added and positioned to help users provide context to data displayed. These note cards can be added by clicking on the ‘+ Add Note’ button at the top, then filling in the desired text, which can be stylized using markdown syntax or simply entered as plain text.


Setting goals. The reporting cards shown on the page match the selected checkboxes in our Select Metrics menu with goals being populated from the Goal Monitoring page. While selecting an individual goal/metric does not require a numerical goal to be set, we do encourage you to do so. Please see our Goal Monitoring and Custom Metrics resource pages for further details.

Filters. Easily filter the cards shown based on platform and/or status compared to goal (or those without goals set).

Comparing data ranges. By default, the cards will show month-over-month (MoM), but this can easily be toggled between two more options. The first is year-over-year (YoY) which compares the current month to the same month of the previous year. The second is Forecast, which is a trend-based expectation of what the result will be at the end of the current month.

Customizing the look (and sorting). Easily group your reporting cards by platform, funnel position of metric, or custom. Custom allows you to drag-and-drop cards into any order you wish. We have also introduced small and large cards (medium is default). Once you have the order/size as desired, ensure that you click the save button to save that state.

Sharing the Reporting Summary. hawke.ai offers a few ways to share the data shown on your Reporting Summary page (click the Share button):

  1. Shareable Link – Select the metrics you wish to have shown on a no-login-required link, which pulls in your custom branding and client name (perfect for sharing with clients and stakeholders that do not have logins for hawke.ai). You can also toggle on/off the display of goals (and plot showing how it is currently tracking) as well as the display of note cards.
  2. Download as PDF – In addition to sharing a no-login-required link, we have also added a button to download shareable report links as PDF. To download as a PDF you first need to create a shareable report link (selecting the metrics and toggles desired), then open that shareable report link and click on the ‘Download as PDF’ button at the top of the page.
  3. Google Data Studio – Connect Morphio to your Google Data Studio dashboard to pull in a variety of data and information from Morphio. Please visit our Google Data Studio resource page for more information.
  4. Invite Team Member – Easily add a new team member (Morphio does not limit the number of users), with the access level you wish. We offer a ‘Reporting-only’ role for those wanting to grant access solely to the pages under the Reporting navigation.
  5. Schedule Reports – Once you create a report link you can schedule this report to be delivered to multiple recipients by email. Reports can be scheduled on a Weekly or Monthly basis. Create a custom email subject and body as well as create multiple types of reports and rename them accordingly.

Platform Reports

In addition to our Reporting Summary page, hawke.ai also pulls in reporting metrics from all connected analytics, advertising, and ecommerce platforms. These reports can be found as named platforms under the Reporting navigation element.

For each of the paid advertising platforms, there is an Investigator report. The Investigator allows for an in-depth review of core KPIs and the metrics influencing their performance so users can better diagnose the root cause of performance issues.

In this example we’ll look at an account where CPA has increased:

ppc investigator

  1. Select your ad network
  2. Select a comparing date (you must have a comparison date selected to determine trend)
  3. We can see that CPA has been impacted by volume of conversion dropping
  4. This is in part due to a significant drop in conversion rate
  5. Also, interesting to note a drop in conversion value.
  6. Further, there appears to have been a drop in CTR and increase in CPC – however, this hasn’t had the same impact on click volume as the drop in conversions.

The investigator gives the user the insight required to investigate the issue to its root cause and focus their optimization efforts.

The table offers high-level summary data with the ability to drill down into details (depending on platform), such as campaign and channel data, and view (and compare) performance across custom date ranges. Clicking on a metric in the Investigator will also highlight that metric in the campaign performance table at the bottom of the page, and use color coding to identify which campaigns are positively or negatively impacting the selected metric.


Q: How do I add blank lines to the note cards on the Reporting Summary?
A: The formatting of text on the note cards adheres to markdown syntax rules. To add spaces, you can either enter the HTML code
or you can enter \ on lines to create whitespace. See the screenshot below:


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