Hook rate calculator.
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Example numbers loaded. Replace them with one ad's numbers from your ad manager.
Reference sample, not a target: Biddy, “Hook Rate and Hold Rate Benchmarks for Meta Ads (2026)”, published 27 September 2026 and read by us on 11 October 2026. It covers 479 video ads from 17 US ad accounts that each spent $100K or more over June to August 2026. It reports a median hook rate of 20.9% (middle half of ads: 14.2% to 30.4%) and a median 3-second-to-ThruPlay retention of 22%. This is third-party data from high-spend US advertisers on Meta only, so your own account history is a better yardstick. We found no comparable public source for CTR, CPM or CPC, so none is shown.
Your files never leave your device. This tool runs entirely in your browser: nothing is uploaded, stored or sent to a server.
Paste the numbers from your ad manager and see where viewers drop off. You get hook rate, hold rate, CTR, CPM, CPC and a plain read on what to fix first.
How to use it
- From your ad manager, enter impressions, 3-second video plays, ThruPlays (or 15-second views), link clicks and spend for one ad.
- Read the four results and the funnel under them: how many people stopped, how many stayed and how many clicked.
- Read the verdict. It names the weakest step, so you know whether to change the hook, the body of the video or the call to action.
- Change one thing, run it as a new ad and compare the new numbers here.
What each number means
Hook rate is 3-second plays divided by impressions: of everyone who saw the ad, how many stopped long enough to watch three seconds. Hold rate here is ThruPlays divided by 3-second plays: of the people who stopped, how many kept watching. CTR is clicks divided by impressions. CPM is the cost of 1,000 impressions and CPC is the cost of one click.
Different sources define hold rate in different ways, some dividing by impressions instead. Use the same definition every time you compare ads.
Reading the result
The steps run in order. If few people stop, the first three seconds are the problem and nothing later can fix it. If they stop but leave quickly, the body of the ad is not keeping its promise. If they watch to the end but do not click, look at the offer and the call to action. The tool compares your numbers against a published sample and against targets you can edit, and then names the first step that falls short.
Small numbers mislead. With a few hundred impressions a single extra play moves the rate a lot, so wait for a few thousand impressions per ad before you judge it.
Privacy
Your files never leave your device. This tool runs entirely in your browser: nothing is uploaded, stored or sent to a server. The page loads its code once and does the work on your device. There is no upload, no account and no watermark, and nothing you add is stored on our servers.
Questions
About this tool.
What is a good hook rate?
There is no official number. One published analysis of 479 high-spend Meta video ads (Biddy, September 2026) found a median hook rate of 20.9 percent. Your own account baseline matters more than any industry figure.
Where do I find 3-second plays?
In Meta Ads Manager, add the 3-second video plays and ThruPlays columns through Customize Columns. Other platforms name them differently, such as 2-second or 6-second views.
Why is hold rate divided by 3-second plays?
So that it measures what happens after someone has already stopped. If you divide by impressions instead, the figure is much smaller and mixes the hook into it.
Does a high hook rate mean a good ad?
No. A strong hook with a weak body or offer wastes the attention it earns. Look at all three steps.
Are my numbers stored?
No. The calculation runs in your browser and nothing is sent anywhere.
How many impressions do I need?
More is better. Under about 1,000 impressions the rates move too much to trust.