Hook rate and hold rate formulas
Hook rate = 3-second video plays ÷ impressions × 100
Hold rate = ThruPlays ÷ 3-second video plays × 100
Hook rate measures the strength of the opening: how many people stopped out of everyone who saw the video. Hold rate measures how well the content keeps those people watching to a ThruPlay, which is watching to the end for videos under 15 seconds, or at least 15 seconds for longer ones.
Where do the numbers come from?
In Ads Manager, go to the ads level and choose the Video Engagement column preset, or add the columns manually: Impressions, 3-second video plays, ThruPlays and Video plays at 100%. Use the same date range for every ad.
What is a good hook rate?
The calculator uses a common rough benchmark among media buyers: under 20% is weak, 20% to 30% is average, above 30% is strong. But it varies by placement and product; Reels differ from Feed. What matters most is comparing a video with the other videos in your account, always using the same formula.
How to read the result
- Low hook, good hold: the content is fine and the opening is weak. Change only the first two seconds: a shot of the result, an on-screen question, or fast motion.
- High hook, low hold: the opening attracts but the promise isn't delivered, or the middle drags. Shorten the video and get to the point faster.
- Both low: the idea itself doesn't suit the audience. Try a different angle before tweaking details.
- Both high, cost still high: the problem is usually after the click: landing page, offer or price.
For the full guide with examples read Hook Rate and Hold Rate: How to Tell a Video Ad Is Weak in the First 3 Seconds, and to know when a video wears out from repetition read Facebook Ad Fatigue: 3 Signs Your Creative Is Burning Out (and What to Do).