# Hook and hold rules (video ads only)

Hook = did they stop scrolling. Hold = did they stay.

## Definitions

Meta MCP does not return 3-second video plays per ad, so we use 2-second plays instead. Treat both rates as proxies.

- **Hook rate:** 2-second continuous plays / impressions. Strong at 20% or more.
- **Hold rate:** ThruPlays / 2-second continuous plays. Strong at 18% or more.

Use impressions, not reach, for the hook rate. Only score ads past the maturity gate (10,000 impressions, 3 days, spend of at least 1x target cost per result).

## The 2x2 and its action

| | Hook strong | Hook weak |
|---|---|---|
| **Hold strong** | Strong creative. If cost per result is still bad, the leak is after the click: **fix the landing page or offer** | Few stop, but those who stop stay: **fix the first 2 seconds and the thumbnail** |
| **Hold weak** | Good opening, people leave after it: **re-cut the middle, keep the opening** | Weak throughout: nothing to save in this cut, **kill it or replace the concept** |

## Kill or refresh?

For the three weak cells, check whether the ad ever had a healthy week (cost per result at or under target):

- Never had one: **KILL** the concept and try a different idea.
- Had one, then declined: **REFRESH** with a new cut of the same idea.