Home / Answers / Hooks and hook rate
What is a good hook rate for Meta ads?
Practitioner benchmarks commonly treat below 20% as a weak opener, 25% to 35% as solid, and above 30% to 35% as strong, with 45% or more rare. These are rules of thumb, not official Meta figures. Compare against your own account, and scale on cost per purchase, not hook rate alone.
Also answers: What is a good hook rate and hold rate?
Practitioner ranges
| Hook rate | Usual read |
|---|---|
| Below 20% | Weak opener; test new hooks |
| 25%–35% | Solid |
| Above 30%–35% | Strong |
| 45%+ | Rare |
Source: AdManage. These are rules of thumb from practitioners, not official Meta figures, and the ranges overlap because sources differ.
What about hold rate?
Hold rate shows how many people who passed the hook kept watching, often ThruPlays ÷ 3-second plays. There's less agreement on a "good" number because it depends heavily on ad length. Use it comparatively: between two ads with similar hook rates, the one with higher hold rate usually has the stronger middle.
Why your baseline matters more
- Placements differ: Reels and Stories often behave differently from Feed.
- Audiences differ: warm retargeting audiences usually stop more readily than cold ones.
- Niches differ: some products are simply more scroll-stopping.
Track your account's median and aim to beat it.
Don't optimise for hook rate alone
A clickbait opener can post a high hook rate and lose money. Scale on cost per purchase and use hook and hold rate to diagnose where an ad loses people.
Every ad we deliver at ScrollStop Labs comes with alternate opening hooks, so you can run this kind of test without a reshoot.