What is a good hook rate for Meta ads?

A healthy hook rate on Meta is 25-30%. Below 25% signals low-value content to the algorithm, increasing your CPMs. Above 30% is strong. Above 40% is exceptional — these are rare ads that stop the scroll consistently.

How is hook rate calculated?

Hook rate is the percentage of people who watched the first 3 seconds of your video ad divided by total impressions. If 1,000 people see your ad and 300 watch past 3 seconds, your hook rate is 30%.

What is the difference between hook rate and hook scaling rate?

Hook rate measures the percentage of viewers who watch past 3 seconds. Hook Scaling Rate measures how well a hook TYPE performs across different brands, categories, and contexts. A high hook rate means one ad hooks well. A high Hook Scaling Rate means a hook archetype works reliably across many different executions.

Does hook rate affect CPMs?

Yes, directly. Meta's algorithm uses early engagement signals — including hook rate — to determine content quality. Low hook rate tells the algorithm your ad is low-value, so it charges more to show it (higher CPMs). High hook rate signals quality content, earning lower CPMs through better auction performance.

How do I improve my hook rate?

The structural approach: use hook archetypes proven for your category instead of guessing. Different categories respond to different hook types — a Diagnostic Question hook converts differently in skincare vs software. Test structurally different hook archetypes rather than rewriting the same type of hook.

Does TikTok have a hook rate metric?

TikTok does not surface a named "hook rate" metric, but the equivalent is the 2-second or 3-second video view rate. The principle is identical: if viewers swipe past your content in the first 2-3 seconds, the algorithm deprioritises your video. TikTok is even less forgiving than Meta — you have 1-2 seconds to prove value.

Creative Intelligence

Hook Rate Benchmarks: The Metric That Determines Your CPMs

Below 25% and the algorithm thinks your content is low-value — CPMs rise. 25-30% is healthy. 40%+ is a unicorn. Hook rate is the single strongest signal you send to the algorithm about your content quality.

What Is Hook Rate?

Hook rate is the percentage of people who watch the first 3 seconds of your video ad, divided by total impressions. It is the most important early signal the algorithm receives about your creative quality.

On Meta, the algorithm uses hook rate (alongside other engagement signals) to determine how much to charge for your ad. A high hook rate earns lower CPMs because the algorithm classifies your content as valuable. A low hook rate triggers higher CPMs because the algorithm classifies your content as low-quality and charges a premium to show it.

Hook Rate Benchmarks (2026)

Below 15%Critical

Algorithm actively deprioritises delivery. CPMs will be significantly inflated. The hook is failing.

15-25%Below average

The algorithm is delivering but charging premium CPMs. Your hook is not earning attention efficiently.

25-30%Healthy

Competitive hook performance. You are earning reasonable CPMs and the algorithm sees your content as quality.

30-40%Strong

Above-average hook performance. Lower CPMs and efficient delivery. The algorithm rewards you with better placements.

40%+Unicorn

Exceptional. These are rare ads that stop the scroll consistently. Analyse the hook structure — this is a formula worth protecting.

Hook Rate vs Hook Scaling Rate

These are fundamentally different metrics that answer different questions. Confusing them leads to bad creative decisions.

	Hook Rate	Hook Scaling Rate
measures	How well ONE ad hooks viewers	How well a hook TYPE performs across contexts
scope	Single ad performance	Cross-brand, cross-category reliability
Use case	Optimising a specific creative	Choosing which hook archetype to use for your next ad

How to Improve Your Hook Rate

Improving hook rate is not about writing better copy for the same type of hook. It is about choosing the right hook archetype for your category and executing it with structural precision.

Match hook archetype to category

Different categories respond to different hook types. Skincare responds to Transformation Reveal hooks. Software responds to Pattern Observation hooks. Use data, not intuition.

Front-load the value proposition

The hook must deliver value in the first 1-3 seconds. Not a logo. Not a brand intro. The value.

Create pattern interrupts

The scroll is a pattern. Your hook must break it. Unexpected visuals, counter-intuitive statements, and direct address all create interrupts.

Test structurally different hooks

Do not test five versions of the same hook type. Test five different hook archetypes: Diagnostic Question, Challenge Statement, Shock Reframe, Object Intro, Authority Setup.

Analyse decoded hook performance

Study which hook archetypes perform in your category by looking at decoded ads, not surface-level swipe files.

Know which hook archetypes work in your category

Heista has decoded 552+ ads to map hook archetype performance across categories. Stop guessing which hook to use — see which archetypes earn the highest hook rates in your vertical.

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