Hook rate and hold rate appear as native Meta columns

What changed

Compare native definitions with your custom metrics before replacing them. The exact formulas and wider availability remain unconfirmed.

Hook rate and hold rate are familiar creative-analysis concepts, but their usefulness depends on the formula and the population being measured. A native column with a familiar name is not necessarily identical to a custom metric created by an advertiser. The account observation establishes that the labels appeared, not that every existing formula can be replaced without checking.

Before changing a reporting template, compare the native column's description with the team's current numerator and denominator. Check which video views, impressions or viewing stages are included and whether the metric is available for the same formats and reporting level. If a definition is not shown, keep that uncertainty in the report rather than inventing a formula.

A practical comparison uses the same ads and date range in both views. Investigate material differences before deciding that a creative has improved or deteriorated. A change in how a percentage is calculated can look like a performance movement even when the underlying viewing behaviour is unchanged.

Use these indicators to identify questions for creative review, alongside delivery, cost and business outcomes. A strong early-viewing rate does not by itself establish incremental sales, and a lower rate does not prove that an ad is ineffective for its intended audience. The relevant interpretation depends on the creative's purpose and the campaign's measurement setup.

The final Week 44 edition identifies Ons Affes as First contributor and Thomas Eccel as the source of the reproduced visual. Those roles are preserved separately. The observation is dated 29 October; exact formulas and wider account availability remain unconfirmed.