Hold rate
Definition: Hold rate is the share of viewers who watched at least 3 seconds of a video and then reached a ThruPlay: ThruPlays divided by 3-second plays. It measures whether a video holds attention after a good start. In Basketly it is called “Utrzymanie uwagi” (attention hold) and is based on Meta data.
Hook rate asks “did they start watching”, hold rate “did they stay”. Together they describe a video from start to end.
Also called: ThruPlay rate, attention hold, video hold rate
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Why it matters for a shop
A video can have a great start and a dull rest. Hold rate shows where you lose viewers after the hook. When the hook is good and the hold is weak, you fix the middle of the video, not the first seconds.
How Basketly handles it
- Creatives: the “Utrzymanie uwagi” column (ThruPlays divided by 3-second plays) next to “Zatrzymanie w 3 s”.
- The “Porównanie” breakdown shows hook and hold rate by format, hook, creator and offer tags; the best value in a column is highlighted.
Sources
What Hold rate does not do
- Hold rate does not know what the viewer did after the video, including whether they bought.
- It applies to video ads only.
A Meta measure; in the panel it is 15-second views (ThruPlay), counted by Meta. Meta gives the exact definition.
Yes, a longer video is harder to hold. Compare videos of similar length.
Look at the middle of the video: pace, captions, the moment the product appears. Change one thing at a time and compare periods.
See also
- Hook rateThe share of video ad impressions that end up with at least 3 seconds played.Read
- Cost per purchaseAd spend divided by the number of purchases a platform reported.Read
- ROAS (return on ad spend)The value of purchases credited to an ad divided by what was spent on that ad.Read
- Creative analyticsCost per purchase and ROAS from Meta’s report, hook rate and a fatigue signal for every creative.Read
- Hook Rate and Hold Rate in Meta Ads: How to Calculate Them and What They Really MeanHook rate and hold rate aren't Meta metrics, just simple ratios of Meta's numbers. How to calculate them, where they mislead, and why they say nothing about sales.Read
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