Hook Rate
What is the definition of Hook Rate?
Hook Rate is calculated as 3-second video views divided by total impressions, expressed as a percentage. It measures whether the opening 1–3 seconds of a video ad interrupts scroll behavior. Below 15% indicates structural hook failure; 25%+ is acceptable for direct-response video on Meta and TikTok.
Full editorial guide with benchmarks, diagnostics, and workflow:
Read the canonical guide →eonik heuristic application
Use Hook Rate as your earliest fatigue signal before CPA data stabilizes. Test 10–15 hook variants against one body; read at ~100 impressions per variant.