Hook rate measures how well the opening moment of a video ad stops the scroll, typically reported as 3-second plays divided by impressions. It isolates the very first creative decision — the hook — from everything that follows, making it the fastest signal of whether a thumbnail, opening frame, or first line of copy is working before spend accumulates.
Media buyers use hook rate as an early kill/keep signal on new creative, often within the first few hundred dollars of spend, well before CPA data is statistically meaningful. A weak hook rate means the rest of the video's performance is largely irrelevant because most people never got past second three.
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