← Glossary
Hook rate
The share of impressions that turn into a 3-second view (Meta) or 2-second view (TikTok).
Hook rate = 3-second video views ÷ impressions. It measures the opening only, independent of what happens later in the ad.
There is no universal good value – it depends on the placement, audience and niche. Compare hook rates within your own account, between variants that share the same body.
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