Want to see what videos capture the most attention, to pull inspiration from? Check out this lesson on how to build a Top Hook report!
Hop over to our next lesson on how to Keep an Eye on Creative Fatigue.
What's a hook score?
Your Hook score measures how well your video captures attention in the first 3 seconds. Anything above 70? That's doing a great job at stopping the scroll!
Build your hook performance report
Here's how to find your attention-grabbing champions:
Click Create report in the top left corner
Select Top performing report
Pick your date range (last 14 days works well for recent trends)
Add a performance metric filter:
Select Hook score
Set it to > 70
Now you've got a list of your best attention-grabbers.
Make the data more useful
Filter out low-spend ads
Add a spend filter to hide ads that haven't had enough budget to prove themselves:
Add filter: Spend is > [X]
Set your threshold (e.g., Spend > $100)
This removes ads with too little spend to be statistically meaningful.
Switch to card view for visual analysis
Card view puts the creative front and center, letting you:
Preview videos instantly
Watch those crucial first 3 seconds
Spot patterns across your winners
Add context metrics
Include these metrics to get the full picture:
Spend - Shows if the ad is actually scaling
ROAS (or your main KPI like CPA or CPL) - Confirms the ad isn't just grabbing attention but also converting
Watch out for attention-only traps
Sometimes an ad has a killer hook but terrible ROAS. That usually means:
The hook is shocking or attention-grabbing
But it's attracting the wrong audience
Those viewers aren't actually converting
Always check both Hook score AND your conversion metrics together.
Turn insights into action
Once you've identified your top hooks, look for patterns:
What type of content appears in those first 3 seconds?
Which talent or creators work best?
What messaging angles grab attention?
Are there visual styles that consistently perform?
Use these insights to brief your creative team or plan your next round of tests. Your best hooks are your blueprint for future winners.
Pro tip for video analysis: filter by length
When you're focused on video analysis, try filtering by ad length. This works for both Top performing reports and Comparative analysis.
Click on filter >> ad setup >> Ad length
Select or rule out the time ranges you want to focus on (0-15 seconds, 15-30 seconds, etc.) and click Continue.
For top performing reports - you can also toggle ad length to display on your thumbnails. This makes it easier to see runtime at a glance while analyzing.
Note: This filter is exclusively for Meta reports.