GLOSSARY
Hook Rate (Thumb-Stop Ratio)
What is Hook Rate?
DefinitionHook rate is 3-second video views divided by impressions - the algorithm’s first relevance signal and the single biggest predictor of whether a creative earns cheap distribution.
Formula
Hook rate = 3-sec video views ÷ ImpressionsOn Meta the working bands are: above 25% is table stakes, above 30% is good, above 40% is elite. Hook rate is also the earliest fatigue alarm you have: across AdBoost Health partner accounts, creative fatigue shows in CPM and hook rate before ROAS moves, so a hair-loss video sliding from a 32% to a 24% hook rate is a rotate-now signal weeks before the CAC damage lands. And with only about 1 in 8 health creatives becoming a durable winner, hook rate is the fastest early filter for deciding which of a month’s 15–25 test variants deserve real budget.
Related terms
Ready to lower CAC and scale spend profitably?
A 30-minute call with a senior strategist. Free account audit included. No pitch deck - a written plan you can keep, whether you work with us or not.
Book a free strategy call 30 minutes Free account audit Written plan either way