# Hook 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.

Canonical: https://use-addy.site/glossary/hook-rate
Last updated: 2026-10-26

Also called: 3-second view rate

**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.

## Related

- [Hook rate benchmarks](https://use-addy.site/blog/hook-rate-benchmarks)
- [Hook](https://use-addy.site/glossary/hook)
- [Thumb-stop ratio](https://use-addy.site/glossary/thumb-stop-ratio)
- [Hold rate](https://use-addy.site/glossary/hold-rate)
- [CTR (click-through rate)](https://use-addy.site/glossary/ctr)