Hook Rate
The 3-second metric that predicts your entire ad's performance
Hook rate measures the percentage of viewers who watch past the first 3 seconds of a video ad. A hook rate above 30% indicates strong creative opening. Below 20% signals the hook needs reworking.
How It Works
- •First 3 seconds — the critical window where viewers decide to watch or scroll
- •Scroll-stop moment — visual or textual pattern interrupt that grabs attention
- •Viewer decision — within 3 seconds, the user commits to watching or moves on
- •Metric tracked in Ads Manager — calculated as 3-second video plays / impressions
Why It Matters
- •Predicts overall ad performance — high hook rate correlates with lower CPA
- •Low hook = wasted spend regardless of how good your product or offer is
- •The most actionable metric — you can test hooks independently from the rest of the ad
How AdRiseLab Helps
AdRiseLab's Hook Diversity Matrix generates 8 hooks x 5 angles per creative — giving you 40 unique opening variations to test. Instead of guessing which hook works, systematically test across curiosity, pain, benefit, social proof, and contrarian angles.
See how Creative Generation works →