Hook Rate and Hold Rate Calculator
Hook rate tells you whether the first three seconds of a video ad stop the scroll. Hold rate tells you whether the body of the ad keeps people watching once they stopped. Together they explain why a creative is winning or losing before ROAS does. Paste the numbers from Ads Manager below.
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How to use the hook rate and hold rate calculator
- In Ads Manager, add the columns Impressions, 3-Second Video Plays, ThruPlays and Link Clicks (Customize Columns).
- Select one ad and one date range with at least 1,000 impressions; smaller samples swing too much to judge.
- Enter the four numbers below. Hook rate is 3-second plays divided by impressions. Hold rate is ThruPlays divided by 3-second plays.
- Read the verdict: a weak hook means fix the opener (first frame, first line, motion). A weak hold means fix the body (pacing, proof, offer reveal). A weak click-through with strong hook and hold means fix the call to action or the landing page promise.
Benchmarks practitioners use
| Metric | Weak | Acceptable | Strong |
|---|---|---|---|
| Hook rate (3s plays / impressions) | Under 20% | 20% to 30% | Over 30% |
| Hold rate (ThruPlays / 3s plays) | Under 10% | 10% to 25% | Over 25% |
| Outbound CTR (link clicks / impressions) | Under 0.8% | 0.8% to 1.5% | Over 1.5% |
Frequently asked questions
What is a good hook rate for Meta ads?
Most media buyers treat a hook rate under 20 percent as weak, 20 to 30 percent as acceptable and above 30 percent as strong. These are practitioner ranges, not Meta figures, and they vary by category, placement and whether the ad runs to cold or warm audiences. Compare ads against your own account average first.
How do you calculate hook rate?
Hook rate equals 3-second video plays divided by impressions, multiplied by 100. If an ad had 50,000 impressions and 12,500 3-second plays, the hook rate is 25 percent. Some teams use thumbstop ratio as a synonym.
What is hold rate and how is it different from hook rate?
Hold rate equals ThruPlays (plays to 15 seconds or completion) divided by 3-second plays. Hook rate measures whether the opener stops the scroll; hold rate measures whether the rest of the video keeps the people who stopped. A high hook rate with a low hold rate means the opener over-promises or the body drags.
Does hook rate matter for static image ads?
No. Hook rate and hold rate are video metrics. For statics, use outbound CTR and cost per result, and compare the first-frame concept of your video ads against the static versions of the same angle.
Is this calculator free?
Yes. It runs in your browser, nothing is stored, and no login is required. It is one of the free marketing tools from Loraloop, the AI marketing team that generates, launches and optimizes Meta ads with your approval.