Free tool
Hook Rate Calculator
A video ad plays out in two moments: hook in the first 3 seconds, then hold. The hook rate measures the first, the hold rate the second.
Meta counts a video play from 3 seconds watched, or nearly the full length for videos shorter than 3 seconds. A ThruPlay is a play to completion, or of at least 15 seconds. Hook rate and hold rate are two ratios advertisers build from these two counters.
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How hook rate and hold rate are calculated
Hook rate = 3-second plays ÷ Impressions × 100 Hold rate = ThruPlays ÷ 3-second plays × 100 ThruPlay rate = ThruPlays ÷ Impressions × 100 Cost per ThruPlay = Spend ÷ ThruPlays
400,000 impressions and 120,000 3-second plays give a 30 % hook rate. Of those 120,000 hooked viewers, 30,000 reach ThruPlay: the hold rate is 25 %, and 7.5 % of impressions end in a ThruPlay.
The two ratios point to two different fixes. A low hook rate is worked on the first frame and the first line of the video; a low hold rate, on the pacing and the promise kept after the hook. The CTR calculator takes over for the next step: the share of viewers who click.
What the calculation lets you do
- Spot the winning hook among several versions of one video, at equal budget.
- Know what to rework: the first 3 seconds, or the rest of the video.
Frequently asked questions
How do you calculate hook rate?
Divide 3-second plays by impressions, then multiply by 100. 120,000 plays for 400,000 impressions: 30 %.
What is the difference between hook rate and hold rate?
Hook rate measures the share of impressions that watch 3 seconds. Hold rate measures, among those viewers, the share that reaches ThruPlay: it judges the rest of the video.
What is a ThruPlay?
A play of the video to completion, or of at least 15 seconds for a longer video. It is Meta’s counter for a video watched in full.
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