Hook rate and hold rate: diagnosing Meta video ad creative

Updated 2026-10-06 by the Cofoundr team

When a video ad underperforms, the question is where viewers leave. Hook rate and hold rate answer it in two numbers.

Hook rate

Hook rate is 3-second video views divided by impressions, as a percentage. It tells you whether the opening frame stops the scroll. As a rule of thumb used in Cofoundr's diagnostics, above 25 percent is strong and below 15 percent is weak. Treat these as starting points, because they vary by account, placement and audience.

Hold rate

Hold rate is 15-second views (ThruPlays) divided by 3-second views. It shows whether people stay after the opening. Above about 40 to 50 percent is strong.

Outbound click-through rate

Outbound CTR is outbound link clicks divided by impressions, and applies to video and static ads. Roughly 1.2 to 1.5 percent or more is strong in Cofoundr's thresholds.

Reading the combinations

• High hook, low hold: the opening works but the middle loses people. Rework the body of the video.
• Low hook, high hold: the message resonates but the opening is weak. Test a stronger hook with the same footage.
• High click-through rate, low conversion rate: the ad promises something the landing page does not deliver. Review the page and offer.
• Low click-through rate: the value proposition is not compelling enough. Test new copy or creative.

Judge against the account, not the internet

An account's own norm matters more than any benchmark. Cofoundr's creative diagnostics set the weak threshold at a share of each account's normal where it can, and covers the top ten ads by spend, with an optional rule to pause underperformers.

Frequently asked questions