About | Hawk Margin
About Hawk Margin

Built by someone who spent
15 years without this tool.

Hawk Margin exists because ROAS was never designed to answer the one question that actually matters: are you making money?

Our story

Fifteen years of decisions
made on the wrong number.

Anna Elliot spent 15 years as a Sales and Marketing Director for a national ecommerce business, making daily calls on where to put ad budget. The dashboards all said the same thing: ROAS up, revenue up, campaigns performing.

What none of those dashboards ever showed was profit. Not the number that actually decided whether the business was healthy, but the one buried underneath COGS, shipping, payment fees and returns, recalculated by hand, weeks after the spend had already happened.

Hawk Margin was built to close that gap. HawkScan does automatically, in real time, what used to take a spreadsheet and a weekend: it shows the true profit behind every order, product, campaign and channel, the moment it happens, not the moment someone gets around to checking.

AE

“I wish I’d had this tool in the 15 years I spent as Sales and Marketing Director for a national ecommerce business. The amount of ad spend we made decisions on without knowing our true profit doesn’t bear thinking about.”

Anna Elliot

Founder, Hawk Margin

15 years
Of agency and in-house ecommerce marketing experience behind the product
4
Hidden cost layers HawkScan accounts for on every order
0–100
HawkScan Score, one number for the health of your whole business

Built by a strategist
and marketer.

Anna Elliot, Founder and CEO of Hawk Margin

Anna Elliot

Founder & CEO

Hawk Margin isn’t run by a product team guessing at what ecommerce brands need. It’s built by someone who spent 15 years in the room where the ad spend decisions actually got made, watching campaigns get scaled on ROAS while nobody in the room could say for certain whether the business was actually more profitable for it.

That gap, between what the dashboard said and what the bank account showed, is the reason Hawk Margin exists. Anna spent her career on the agency and in-house side of ecommerce marketing, sitting through the exact meetings where a strong ROAS number got celebrated while margin quietly eroded underneath it.

HawkScan is built the way she wished a tool had worked back then: honest about the number that actually matters, fast enough to catch a problem before it compounds and simple enough that a founder or marketer can act on it without needing a finance degree to understand what it’s telling them.

What we believe

Profit is the only metric
that was never optional.

Everything we build starts from these ideas.

01

ROAS was never the answer

Revenue and return on ad spend describe activity. Neither one tells you whether that activity made you money. Profit is the only number that does.

02

Real time beats month end

Finding out a campaign was unprofitable after the spend has already happened is too late to matter. HawkScan surfaces the problem the moment it starts.

03

Simple enough to act on

A dashboard nobody checks is worthless. HawkScan turns profit into a single score and a short list of actions, not another report to sit unread.

04

Built for the people making the decision

Founders, in-house teams and agencies all need the same thing: a clear answer to whether the business is healthy, without needing a finance degree to get there.

How we work

Small team.
One focus.

Real time, not retrospective

Every feature we build answers a question in the moment it matters, not weeks after the decision was already made.

Honest by default

If a campaign is losing money, HawkScan says so plainly. We would rather show you an uncomfortable number than a flattering one.

Built for operators

We have sat in the meetings where a ROAS number gets defended that shouldn’t be. HawkScan is built by people who wanted this tool before they built it.

You’ve read why we built it.
Now see what it finds
in your account.

Start your free trial. No credit card. No commitment. Just the truth about your profit.