Hook rate tells you whether the opening of a video ad stops the scroll. It's also called thumbstop ratio or thumbstop rate. Meta doesn't show it in Ads Manager by default, so you calculate it yourself.
How to calculate hook rate
Hook rate = 3-second video plays ÷ impressions
An ad with 100,000 impressions and 22,000 three-second plays has a 22% hook rate.
What's a good hook rate?
Across 479 Meta video ads that each spent at least $1,000 (June to August 2026), the median hook rate was 20.9%. The middle half of ads landed between 14% and 30%, and the top 10% hit 45% or higher.
So if you're around 20%, you're normal, not failing. Most guides say 25% to 30%, but only about a quarter of real ads got there.
What hook rate doesn't tell you
In our data, the ads Meta spent the most on didn't have higher hook rates than the rest. A high hook rate also didn't mean cheaper purchases. Use it to diagnose a weak opening, not to pick winners.
Full data: Hook rate on Meta: 20.9% median, formula and hold rate.
