Hook Rate vs Hold Rate: What They Mean And Which One To Fix First
A plain explanation of hook rate and hold rate, how each is calculated, what counts as good, and which one to fix when both look bad.
These are the two numbers that tell you whether your video ad is worth keeping. Most people mix them up, and then fix the wrong one.
Hook rate
3‑second views ÷ impressions × 100.
Out of everyone the ad was shown to, what percentage stopped scrolling long enough to register it? This measures your first frame and first second. Nothing else in the video affects it.
Hold rate
Completed views ÷ 3‑second views × 100.
Out of the people who did stop, what percentage watched to the end? This measures everything after the opening. Note the denominator: hold rate only counts people who already stopped. A great hook does not inflate it.
Rough benchmarks
| Metric | Weak | Okay | Strong |
|---|---|---|---|
| Hook rate | Under 20% | 25–30% | 35%+ |
| Hold rate | Under 10% | 15–20% | 25%+ |
Treat these as direction, not law — they move a lot by niche, placement and video length. A 45‑second video will always show a lower hold rate than a 12‑second one, and that is not a problem by itself.
Which one to fix first
Always the hook — but only if the hook is actually the weak one.
- Low hook, low hold: fix the hook. You cannot judge the hold rate honestly when barely anyone reached the middle.
- Good hook, low hold: leave the opening alone. Your problem is seconds 3–10 — usually a slow middle, a repeated point, or the product appearing too late.
- Low hook, good hold: the best position to be in. The video is genuinely good and not enough people are seeing it. Test new opening frames on the exact same video.
The trap
Because hold rate divides by 3‑second views, improving your hook can make your hold rate look worse. A stronger hook pulls in more casual scrollers, and more of them leave early. That is not the video getting worse. Judge the two numbers together with total completed views, never hold rate on its own.
Stop guessing which second kills your ad.
AdDoctor connects to your Meta ad account and shows you exactly where viewers scroll away — and which competitor stores are running ads in your niche right now.