Hook rate calculator for Meta and TikTok ads
Enter impressions and video views for one ad or a whole batch, or import your Ads Manager export. You get each ad's hook rate and hold rate, how precise those numbers are, which ads really beat the others, and what to fix next.
Free, no sign-up. Everything is calculated in your browser.
Platform
Hold rate based on
ThruPlays ÷ 3-second video plays
Your ads
CSV from Meta or TikTok Ads Manager, at ad level, with impressions and the video columns.
Results
Enter impressions and hook views for at least one ad, or load the example.
Targets
Starting points from published Meta guidance: 30% hook rate, and 40% of hooked viewers reaching a ThruPlay. Your own median is a better yardstick once you have a few ads.
Needs at least 3 ads with hold data.
Everything is calculated in your browser. Nothing you enter or import is uploaded.
Hook rate and hold rate formulas
Neither Meta nor TikTok reports a hook rate. Media buyers build it from the platforms' own video metrics, and each platform counts a view at a different point.
| Platform | Hook rate | Hold rate | Metric definitions |
|---|---|---|---|
| Meta (Facebook & Instagram) | 3-second video plays ÷ impressions. Meta counts a play at 3 seconds, or nearly the full length for shorter videos, and excludes replays. | ThruPlays ÷ 3-second video plays. A ThruPlay is a play to completion or for at least 15 seconds. | Meta: About video ad metrics |
| TikTok | 2-second video views ÷ impressions. TikTok counts a view after 2 seconds in one impression session, excluding replays. | 6-second video views ÷ 2-second video views. TikTok also counts a 6-second view when someone engages within the first 6 seconds. | TikTok: Video play metrics |
What counts as a good hook rate
There's no official benchmark. These are the ranges analytics tools publish for Meta, so treat them as rough markers and compare ads against your own account first.
| Source | Hook rate | Hold rate |
|---|---|---|
| Motion | Below 25% needs work, 25 to 35% is solid, above 35% is strong. Target 30 to 40%. | 15-second plays ÷ 3-second plays: 40 to 50% on average, over 60% is strong. |
| Triple Whale | 30 to 45% is a good range. | Same formula as Motion, no range given. |
| Superads | 30 to 42% is strong on Facebook. | No range given. |
| Skaler | Median Meta ad 28%, top 10% at 43% or more. Expect TikTok to run about 5 to 10 points higher. | No range given. |
Definitions checked on October 11, 2026 on Meta's and TikTok's help centers; ranges from each source's own page on the same day.
Add hook rate to Ads Manager
In Meta Ads Manager, open Columns, choose Customize columns, then Create custom metric. Build the formula 3-second video plays ÷ Impressions, set the format to Percentage and save it. Add a second metric for ThruPlays ÷ 3-second video plays to track hold rate.
To use this calculator with a whole account, export the ad-level table as a CSV with the Impressions, 3-second video plays and ThruPlays columns (or Impressions, 2-second and 6-second video views from TikTok) and import it above.
Why the margin matters
A hook rate from a few hundred impressions is mostly noise. At a 25% hook rate, 1,000 impressions still leaves a margin of about ±2.7 points, and you need around 1,800 impressions to get it under ±2 points.
The calculator shows that range for every ad and only calls an ad higher or lower than the rest when the gap is bigger than chance would explain (a two-proportion test at 95%).
Read hook and hold together
A high hook rate with a weak hold usually means the opening promised something the video didn't deliver. A low hook rate with a strong hold means the message works but the first frame doesn't stop anyone.
Neither number pays the bills on its own. Judge ads on cost per purchase or lead, and use hook and hold to decide what to change in the next version.
Hook rate questions
What is hook rate?
Hook rate is the share of impressions where someone watched at least the first few seconds of a video ad. On Meta it's 3-second video plays divided by impressions; on TikTok, people usually use 2-second video views. It's also called thumbstop rate or thumbstop ratio.
What is a good hook rate?
Analytics tools put a good Meta hook rate around 30% or higher, with 25% as a common floor and 35 to 45% as strong. TikTok rates run higher because a view counts at 2 seconds. Your own account's median is the more useful comparison.
How do I calculate hook rate in Facebook Ads Manager?
Go to Columns, Customize columns, Create custom metric, and enter 3-second video plays divided by Impressions with the Percentage format. Meta doesn't offer hook rate as a standard column.
What is the difference between hook rate and hold rate?
Hook rate measures how many people stop scrolling. Hold rate measures how many of them keep watching, usually ThruPlays (15 seconds or the full video) divided by 3-second plays on Meta.
Does the calculator upload my data?
No. The numbers and any file you import are processed in your browser and never sent to our servers.
Need more hooks to test?
UGC Builder turns one product photo into selfie-style UGC videos, so you can test new openings every week. Plans start at $9 a month.
Make a UGC video