Learn how to track hook rate and hold rate in Meta Ads Manager. Hook rate measures 3-second plays divided by impressions; hold rate measures 50% completion divided by impressions. A hook rate above 25% is considered good.
Inside the Ads Manager, first you want to find your hook and your hold rate. Now these are actually custom metrics that I've built, and these are really, really great for video ads, so I highly recommend that you do the same thing. To actually get your hook and hold rates in here, the hook rate is going to be 3-second video plays divided into impressions, and then hold rate is going to be video plays at 50% divided into impressions. To make these, you'll go to the columns here, and then you'll go to Customize Columns, and then you'll go to Custom, and then Create a Custom Metric. Then you'll drop in those metrics that I just explained. You'll call the hook rate hook rate, and then hold rate, hold rate. From there, you'll be able to add these custom metrics to your columns and then actually see how well is your ad hooking people and how well is your ad holding people. Now, from what I've seen, hook rate is good if it's over 25%.
