The product advertising glossary
What is Hook rate?
Hook rate is a team-defined measure of how successfully a video opening retains attention. It often uses an early-view event divided by impressions or starts.
By Drizzle team
A practical example
A team can define hook rate as three-second views divided by impressions and keep that definition fixed across a series of tests.
How to use it
Publish the formula alongside the result. A percentage without its viewing threshold and denominator cannot be meaningfully compared with another report.
Put it in a creative brief
Write down the event, asset, or workflow you mean by Hook rate before sharing a brief or report. For campaign measurements, keep the source and reporting window with the number. For creative work, attach an example so the team can assess the same thing.
Explore the creative testing guide, calculate campaign results with the ad metrics calculator, or return to the glossary.