Free tool
Hook rate calculator
Hook rate, thumb-stop rate, scroll-stop rate: three names for one number, the share of impressions that watched past the first seconds. Paste the two figures from Ads Manager, add ThruPlays if you have them for hold rate, and read the result against the benchmarks we track.
Benchmarks are the ones cited in our articles: Meta 25 to 35 % solid and 45 %+ exceptional; TikTok 30.7 % average and 40 to 45 % top quartile (Billo, 2025); hold rate 40 to 50 % average, over 60 % strong (Motion, 2025). Some tools divide by reach instead of impressions, which gives a higher number for the same ad.
Hook rate (thumb-stop rate)
28 %
Solid. In the 25 to 35 % range where most healthy Meta accounts sit.
3-second plays / impressions x 100
Hold rate
42.9 %
Average. 40 to 50 % is where most accounts sit.
ThruPlays / 3-second plays x 100
To reach 25 %
Reached
You are at or above this threshold.
To reach 45 %
+1,700
more plays needed on 10,000 impressions.
How to read the two numbers together
High hook, low hold
The opening stops the scroll, then the ad loses people. The first seconds promise something the rest does not deliver. Keep the hook, rework the body.
Low hook, high hold
Few people stop, but those who do stay. The content is right, the opening is not. Test new first frames and first lines on the same body.
Both low
Start over from the angle, not the edit. A different promise, a different presenter, a different first shot. This is where testing several hooks per concept pays.
Both high, poor ROAS
Attention is not the goal. An ad can stop and hold everyone and still not sell. Read hook and hold as diagnostics, never as the win condition.
Questions about hook rate
- How is hook rate calculated?
- Hook rate is 3-second video plays divided by impressions, times 100. Meta uses a 3-second threshold; TikTok usually reports 2-second views. Some tools divide by reach instead of impressions, which produces a higher number, so check the denominator before comparing two figures.
- Is thumb-stop rate the same as hook rate?
- Yes. Thumb-stop rate, scroll-stop rate and hook rate all describe the share of impressions that watched past the platform's short-view threshold. The names differ by team and tool, the formula does not.
- What is a good hook rate?
- On Meta, 25 to 35 % is solid and 45 % or more is exceptional. On TikTok, an 11-account analysis by Billo found an average of 30.7 %, with top-quartile creatives at 40 to 45 %. Placement and audience temperature move these numbers, so compare against your own account first.
- What is hold rate and what is a good one?
- Hold rate is ThruPlays divided by 3-second plays. It answers the second question: once you stopped the scroll, did you keep them? Motion benchmarks 40 to 50 % as average, over 60 % as strong and under 30 % as needing work.
- Where do I find these numbers in Ads Manager?
- In Meta Ads Manager, add the columns Impressions, 3-Second Video Plays and ThruPlays to your report. In TikTok Ads Manager, use Impressions and 2-Second Video Views. Export at the ad level, not the campaign level, so each creative gets its own rate.