Hook rate calculator: is your first 3 seconds working?
Paste two numbers from Ads Manager. See your hook rate and what to fix.
Saw it
100,000 impressions
Stopped
18,000 3-second plays
18.0%
Stayed
9,500 ThruPlays
52.8%
Your first frame is the bottleneck, not your script. Make new hooks and keep the body.
Hook rate 18.0%, Weak. Hold rate 52.8%, Strong.
Graded on Meta's 3-second basis. Runs in your browser.
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What counts as a good hook rate
- Under 20%: weak
- 20 to 25%: below average
- 25 to 30%: average
- 30% and up: strong
Bands from published Meta and TikTok benchmarks. Sources in the hook rate guide.
Oh, and we do video too.
- UGC videos
- Cinematic showcase
- Abstract animations
- Meme videos
- and more
Hover a phone to play
Questions
What is a good hook rate?
On Meta, about 25% is average, 30% and up is strong, and 40% and up is elite. Under 20% means people scroll past the first frame. TikTok counts 2-second views, so its rates read higher for the same video.
How do I calculate hook rate?
Divide 3-second video plays by impressions and multiply by 100. 18,000 plays on 100,000 impressions is an 18% hook rate. Use impressions, not reach.
How do I add hook rate as a column in Meta Ads Manager?
Open Columns, Customize Columns, then Create custom metric. Enter 3-Second Video Plays / Impressions and set the format to Percentage. Don't multiply by 100; the format already does.
Is hook rate the same as thumbstop rate?
Yes. Same formula, older name.