Creative
What is Hold rate?
Also: Watch-through · Retention rate
Hold rate is the share of viewers who keep watching a video ad past a set point, such as 15 seconds or to completion.
Where thumb-stop rate measures the hook, hold rate measures whether the ad kept attention. Reading them as a 2x2, hooked-and-held, hooked-not-held, and so on, tells you whether to fix the opening or the body of the creative. A retention curve that drops off a cliff pinpoints the exact second viewers leave.
Last reviewed 2026-09-19
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