What is Hook rate? Thumb-stop rate explained

Hook rate is the share of impressions in which viewers watch the first few seconds of a video ad.

How is Hook rate calculated?

Hook rate = 3-second video views ÷ impressions × 100

Example

9,000 three-second views from 30,000 impressions is a hook rate of 30%.

Why does Hook rate matter for e-commerce?

Hook rate isolates how well the opening works, separately from whether the rest of the ad persuades. It's the metric to watch when testing new hooks.

How does Posta use Hook rate?

Posta's agents use Hook rate when reviewing your accounts and recommending changes. See the ad hook generator page for how it fits into your workflow.