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Hook rate and hold rate calculator
Enter impressions, 3-second plays, ThruPlays, watch time and clicks to get hook rate, hold rate, watch share and click per hook, or paste several ads to rank them against each other.
Hook and hold rate
Enter your numbers to see the result.
Free tool by Telehealth Media · telehealthmedia.com
One ad per line: name, impressions, 3-second plays, ThruPlays, average watch time (s), video length (s), link clicks. Comma or tab separated. Stays in your browser.
How it works
A video ad has three jobs: stop the scroll, keep people watching and get the click. Each has its own rate.
- Hook rate = 3-second plays / impressions x 100
- Hold rate = ThruPlays / 3-second plays x 100
- Average watch share = average watch time / video length x 100
- Click per hook = link clicks / 3-second plays x 100
Paste mode takes several ads from an Ads Manager export and compares each with the median of the ads you pasted. An ad below your median hook rate has a weak hook; one with a good hook but low hold has a weak body; one that holds but does not get clicks has a weak call to action. Only your own numbers are used.
Worked example
A video had 50,000 impressions, 14,500 3-second plays, 3,100 ThruPlays, an average watch of 6.2 seconds on a 28-second video, and 610 link clicks.
| Step | Calculation | Result |
|---|---|---|
| Hook rate | 14,500 / 50,000 | 29.00% |
| Hold rate | 3,100 / 14,500 | 21.38% |
| Average watch share | 6.2 / 28 | 22.1% |
| Click per hook | 610 / 14,500 | 4.21% |
These numbers illustrate the formula; enter your own.
Telehealth notes
- Telehealth hooks cannot lean on "Are you struggling with..." lines, because Meta bans implying the viewer has a condition. Test hooks about situations, myths and the service instead.
- A strong hook on a weak angle still loses. If every format of one angle has a low hook rate, change the angle.
- In a batch each video has one hook, so differences in hook rate between formats tell you about the format, not about hook wording.
Questions
What is hook rate?
The share of impressions where someone watched at least three seconds. It measures how well the opening stops the scroll.
What is hold rate?
The share of people who watched three seconds and went on to a ThruPlay. It measures how well the body keeps attention.
What is a good hook rate?
It depends on placement, format and audience. Compare ads with each other in your own account, which the paste mode does for you.
Are pasted rows stored?
No. Everything is calculated in your browser and nothing is sent to us.