What is hook rate?
Hook rate is the percentage of ad impressions that turn into a short view of the video, most often a 3-second view. To find it, divide 3-second views by impressions, then multiply by 100.
Last reviewed .
How to calculate hook rate
Divide the number of 3-second video views by the number of impressions, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why hook rate matters
In a busy feed, an ad has only moments to earn attention. Hook rate tells you how well your opening does that job.
It's useful for comparing the first few seconds of different videos, before you look at later results.
What hook rate can't tell you
A high hook rate only shows that the opening got attention. It doesn't show whether the rest of the video held people or led to sales.
Read it together with hold rate, click-through rate, and cost per acquisition to see the full picture.
How to improve hook rate
Put the most interesting moment or question at the very start. Strong motion, a clear face, or a direct statement of the problem often works better than a slow logo reveal.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate hook rate?
Divide 3-second views by impressions, then multiply by 100. For example, 30,000 3-second views from 100,000 impressions is a 30% hook rate.
What is a good hook rate?
There's no universal number, because it varies by platform, placement, and audience. Compare your videos against each other and your own history.
Is hook rate an official platform metric?
Not usually. It's a metric advertisers calculate from platform data, so definitions differ. Write down the version you use and apply it the same way every time.
How is hook rate different from CTR?
Hook rate counts video views that reached the first few seconds. CTR counts clicks on the ad.
Want help putting this to work?
Tell us where your marketing stands today, and we'll show you what to do first.