Definition
Hook rate (3-second views / impressions) measures whether your opening frame earns attention. It is the single most diagnostic creative metric - weak hooks doom even perfectly targeted campaigns before the offer is ever seen.
Why it matters
When CPA climbs, checking hook rate separates a creative problem (fix the opening) from an audience problem (fix targeting) in seconds.
Formula
3-second video views / Impressions
Benchmarks
25-35%+ is strong for cold-feed video
All glossary terms