- Hold Rate | Performance Marketing Glossary | eonik Pricing Download 
# Hold Rate

## What is Hold Rate?

Hold Rate is an operator ratio: ThruPlays (completion or 15 seconds) divided by 3-second video plays. Meta documents both metrics. There is no official “good” hold rate. Compare variants in the same account. Read it against your own account. eonik is a Mac app for ads: consider what to make next, then the on-brand cut. You approve. It never spends.

 Abinash · June 9, 2026 · Updated August 13, 2026 

Testing cluster

Pillar: Creative testing math 

 Variant workflow 

- Hook rate 

- Hold rate 

- Ad fatigue 

- Creative velocity 

- UGC framework 

- How to read Meta metrics 

- Limited-budget tests 

- Programmatic creative 

## What is Hold Rate?

Hold Rate is an operator ratio: ThruPlays (completion or 15 seconds) divided by 3-second video plays. Meta documents both metrics. There is no official “good” hold rate. Compare variants in the same account. Read it against your own account. eonik is a Mac app for ads: consider what to make next, then the on-brand cut. You approve. It never spends.

This term defers to the pillar guide. Formulas, how to read them, what to make next:

 Read the canonical guide → 
## Hold rate vs ThruPlay
 ThruPlay (Meta) Hold rate (operator) What it is Documented column: completion or ≥15s ThruPlays ÷ 3-second plays Source Meta Business Help Operator ratio, not a Meta-named metric Use Awareness / engagement goal option Diagnose bait vs payoff 
## How to use it in eonik

Read Hold Rate alongside Hook Rate. High Hook + low Hold is bait-and-switch. Rewrite the body to deliver on the hook promise within 8–12 seconds.

## What usually breaks

- Treating ThruPlay as a universal “good” hold rate.

- High hook + low hold and calling it a win.

## FAQ

### What is Hold Rate?

Hold Rate is an operator ratio: ThruPlays (completion or 15 seconds) divided by 3-second video plays. Meta documents both metrics. There is no official “good” hold rate. Compare variants in the same account. eonik is a Mac app for ads. You approve every cut. It never spends. Download for Mac when assembly is the gap.

### How do performance teams apply Hold Rate?

Read Hold Rate alongside Hook Rate. High Hook + low Hold is bait-and-switch. Rewrite the body to deliver on the hook promise within 8–12 seconds. Isolate one variable. Compare to your baseline, not a published benchmark. eonik is a Mac app for ads. You approve every cut. It never spends. Download for Mac when assembly is the gap.

### Does eonik publish a Hold Rate benchmark?

No. There is no official eonik or Meta league table for Hold Rate. Compare variants in the same account and window. eonik is a Mac app for ads. You approve every cut. It never spends. Download for Mac when assembly is the gap.

## Sources

- Meta: ThruPlays 

- Meta: About video ad metrics 
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