What is hook rate?

FormulaHook rate = video starts ÷ impressions

The first seconds of a video ad are the “hook”: they have to stop the scroll and get people watching. If the hook rate is low, the problem is usually in the opening scene or the first line, not in the product itself.

In 14ads

• On Meta and TikTok the number of video starts is used; if the platform does not provide this number, people who watched 25% of the video are counted. 25% is a stricter threshold, so the two sources are chosen by the same rule without being mixed together.
• The hook rate of each variant is measured separately; because variants are produced with different hooks, this is where you read which opening works.

How the engine uses this metric from ad production to publishing is on the how it works page; credits and plans are on the pricing page.