Hook rate
Definition: Hook rate is the share of video ad impressions after which the video was played for at least 3 seconds: 3-second plays divided by impressions. It measures whether the start of a video holds attention. In Basketly it is called “Zatrzymanie w 3 s” (3-second hold) and is based on Meta data.
Hook rate judges only the start of the video. It says nothing about whether anyone buys.
Also called: 3-second hook rate, 3-second hold, video hook rate
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Why it matters for a shop
If a video loses viewers before the third second, the rest does not matter. Hook rate lets you compare the first seconds of different creatives and drop those that do not hold attention before you start judging cost per purchase.
How Basketly handles it
- Creatives: the “Zatrzymanie w 3 s” column (3-second plays divided by impressions) next to ThruPlay and 25–100% views.
- The “Porównanie” breakdown sums hook and hold rate by format, hook, creator or offer from creative tags.
- A hook rate filter in the creatives table, kept in the address.
Sources
What Hook rate does not do
- A high hook rate does not mean high sales: a video can hold and not sell.
- It applies to video ads only.
It depends on the format and audience. Compare creatives in one account and period; do not look for a universal number.
Hook rate covers the first 3 seconds; hold rate is how many of those who watched 3 seconds reached a ThruPlay.
From 3-second plays and impressions reported by Meta; Basketly only divides one by the other.
See also
- Hold rateThe share of viewers who watched 3 seconds of a video and went on to a ThruPlay.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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