Hold rate

Paid social pairs two creative metrics. Hook rate measures how many impressions turned into a 3-second view, and hold rate measures how many of those viewers were still there at 15 seconds or the end of the ad. A strong hook with a weak hold says the opening wrote a cheque the middle failed to cover. Checkpoints differ between Meta and TikTok and between reporting tools, so a hold rate from one dashboard cannot be read against a hold rate from another. On organic vertical video the same idea shows up as retention at a fixed second rather than as a named metric.