Hook rate calculator
Hook rate is 3 second video views divided by impressions. Enter both numbers below and this calculator returns your hook rate plus where it sits against typical ranges for the placement, so you can tell whether the opening of the ad is the problem.
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The formula
Hook rate = 3 second video views / impressions x 100
Some platforms and teams use a 2 second threshold and call the result thumbstop rate. The arithmetic is identical; only the threshold differs, so never compare a 2 second number to a 3 second benchmark.
How to read the result
| Placement | Weak | Typical | Strong |
|---|---|---|---|
| TikTok in-feed | under 15% | 20 to 30% | over 35% |
| Reels and Stories | under 12% | 18 to 28% | over 30% |
| Meta feed | under 10% | 15 to 25% | over 28% |
| YouTube Shorts | under 12% | 18 to 25% | over 30% |
Hook rate is only comparable within a placement and within an audience type. A broad prospecting audience produces lower hook rates than a warm retargeting pool on identical creative, and neither figure is wrong.
What people get wrong
- Comparing a 2 second thumbstop number against 3 second benchmarks.
- Reading hook rate before the ad has a few thousand impressions.
- Optimising hook rate in isolation. A shock opening can double it and halve conversion.
- Using hook rate to judge the offer. It only measures the first seconds.
Frequently asked questions
How do you calculate hook rate?
Divide 3 second video views by impressions and multiply by 100. A creative with 4,200 three second views on 22,000 impressions has a hook rate of 19.1%.
What is a good hook rate?
Roughly 20 to 30% on TikTok in-feed and 15 to 25% on Meta feed. Above 30% is strong on either, and the number is only comparable within the same placement.
Is hook rate the same as thumbstop rate?
The same calculation, usually with a different view threshold. Thumbstop is often measured at 2 seconds and hook rate at 3.