Hook rate and hold rate calculator
Calculate hook rate, hold rate and outbound click-through for a video ad, and see where viewers drop off. Runs in your browser. Nothing is sent or saved.
Runs in your browser. Nothing you enter is sent or stored.
How it works
- Hook rate = 3-second video views / impressions x 100.
- Hold rate = ThruPlays / 3-second video views x 100.
- Outbound CTR = outbound link clicks / impressions x 100.
- Rules of thumb used in the reading: hook above 25% is strong and below 15% is weak, hold of about 40% or more is strong.
How to use the result
Read hook and hold together. A strong hook with a weak hold points at the middle of the video, a weak hook with a strong hold points at the opening. Always compare against the same account's other ads, because norms vary.
Common questions
Does hook rate apply to image ads?
No. It needs video views, so it is only calculated for video ads.
What is a good hook rate?
As a rule of thumb, above about 25 percent is strong and below about 15 percent is weak, but compare with the account's own norm.
Where do I find these numbers?
In Ads Manager, add the 3-second video plays, ThruPlays, impressions and outbound clicks columns for the ad.
Related
Stop losing 12 days a month to manual work
Where the 12 days go, for an agency running 4 Meta ad accounts
Scenario: 15 minutes of checking and 30 minutes of diagnosing per account per day over 22 working days, plus 2 reports per account at 3.5 hours each. Your numbers may differ.
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