Measurement
Hook Rate
The percentage of impressions that continue watching past the opening seconds, used to judge opening strength.
What it means in practice
Hook rate compares qualified early views with the impressions or video starts used as its denominator. View thresholds and autoplay behavior vary by platform, so comparisons require aligned definitions.
Why it matters
Hook rate indicates whether an opening earns enough attention for the message to reach viewers.
How it is used
Creative teams compare hook rates across creator edits to select openings for paid amplification and further testing.
Also called
3 second view rate
Related terms
- Conversion RateThe proportion of visitors, clickers, or sessions that complete the desired action within a measurement period.
- Video Completion RateThe share of video views that continued through to the end of the clip.
- Attribution WindowThe period after an impression or click during which a resulting conversion is credited to the ad.