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Hook rate

Hook rate is the share of impressions that watch the first seconds of a video ad. It is most often defined as 3-second views divided by impressions.

Stock photos and example labels, not customers.

Definition

Hook rate is the share of impressions that watch the first seconds of a video ad. It is most often defined as 3-second views divided by impressions.

FormulaHook rate = 3-second views / impressions (common definition)

How to use it

Definitions vary between tools, so write down which one you use. It tells you whether the opening of a video earns attention, separately from whether the rest persuades.

Related terms

Creative fatigue Ad frequency Creative ID

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How to review a creative test by creative ID

A creative test is only readable if every copy of the same asset can be added up. A creative ID makes that possible.

Built for shop owners, creators and agencies. Stock photos, not customers.

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We open one agency at a time, with your own accounts connected read-only first.

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