Meta ads term
What is Hook Rate?
The percentage of viewers who watch the first 3 seconds of your video ad.
Hook rate measures how many people who saw your video ad kept watching past the first three seconds — typically 3-second video views ÷ impressions. It's the clearest early signal of whether a creative's opening stops the scroll.
A strong hook rate means your first frame and first line are doing their job. A weak one usually points to a slow open, not a bad offer. Track it in Analytics and prioritize concepts with high hooks when you relaunch winners.
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