Hook rate
Also called: 3-second view rate
Hook rate is the share of ad impressions that turn into a 3-second view, and it measures how well the opening stops the scroll.
Formula
Hook rate = 3-second video views ÷ impressions × 100
Example: 10,000 impressions and 3,200 three-second views give a hook rate of 32%.
Hook rate isolates the opening. If it is low, the first second is not working, whatever the rest of the ad does. Meta reports 3-second plays directly; on TikTok the closest figure is 2-second views.
As a rough rule of thumb, many media buyers treat about 25 to 30% as decent and 40% or more as strong for cold traffic, but it varies by niche and placement, so compare against your own past ads.
Go deeper
Part of the Addy video ad glossary. Addy is an AI agent that writes, renders and posts short-form video ads.