FYIMeta · Reporting · Thu, Oct 29, 2026

Meta Ads Manager adds native Hook rate and Hold rate columns for video ads

What changed

Meta now documents two video metrics that most buyers used to build as custom columns. Its Business Help Center defines Hook rate as "the percentage of times your video played for at least 3 seconds", calculated as three-second views divided by the video's total impressions, times 100, and Hold rate as "the percentage of times your video played to completion after playing for at least 3 seconds", calculated as ThruPlays divided by 3-second video plays. Both pages say "This metric is in development." Meta hasn't announced the columns; Paid Media Collective reported on Oct 29 that advertisers (first Ons Affes, then Thomas Eccel) found them in Ads Manager, and Performance Marketing World reported the addition on Nov 2. Availability across accounts isn't confirmed.

What to do

Look for Hook rate and Hold rate under Columns > Customize columns. Before swapping out your own custom metrics, compare the native and custom numbers on the same ads and dates: many teams compute hold rate differently (for example 15-second plays or ThruPlays over impressions), so a new formula can look like a performance change. Compare hold rates only between videos of similar length, and keep judging creative on cost per result and sales.