Free Hook Rate Calculator

It depends on the platform. On Meta Feed, 25–35% is average and 45%+ is excellent. On TikTok and YouTube Shorts the bar is higher, with great hooks landing above 55%. A good rule of thumb: anything above your platform’s average means your first 3 seconds are working, and anything below means the opener needs a rethink.

Hook rate is your 3-second video views divided by total impressions, expressed as a percentage. For example, 35,000 three-second views on 100,000 impressions is a 35% hook rate. It measures how many people your first frame actually stopped instead of scrolling past.

Hook rate measures how many people stopped to watch the first 3 seconds. Hold rate measures how many of those viewers stuck around to 15 seconds or more (ThruPlays ÷ 3-second views). A high hook rate with a low hold rate means your opener grabs attention but the middle loses it.

In Meta Ads Manager, add the “3-second video plays” and “ThruPlays” columns to your reporting view. TikTok Ads Manager reports equivalent 2–3 second view and 15-second view metrics. Paste those numbers, along with impressions, into the calculator.

The hook is the single biggest lever on video ad performance. Platforms reward ads that stop the scroll with cheaper distribution, and a weak hook caps everything downstream, no matter how good the offer is. Tracking hook rate tells you exactly which creatives to keep, cut, or re-edit.

Yes, completely free with no signup. Everything is calculated instantly in your browser. Use it as often as you like to benchmark every creative you run.