How do I check the hook of one of my video ads?

Click Analyze Hook on a video to have the AI watch its first seconds and score how well it stops people from scrolling.

Start the analysis

The hook is the first few seconds of a video ad, the part that makes people stop scrolling or swipe past it.

1. In Creative Lab, open the Creative Breakdown tab and click the Videos list. See How do I see which images, videos, headlines and ad copies work best?.
2. On the card of the video, click Analyze Hook, in the row with the Video tag.
3. A window titled Hook Analysis opens, with the name of the ad under the title. The analysis starts right away.
4. While the AI works, the window shows Fetching video from Meta..., Uploading to AI for analysis..., Analyzing hook frame by frame... and Generating insights..., one after the other, and a line saying that it takes 15 to 25 seconds.

TrueROAS fetches the video from Meta with your Meta connection and gives it to the AI. When the card has spend, the AI also gets the numbers on the card, which cover all the ads that use the video: Spend, Impressions and Hook Rate, plus CTR and the TrueROAS ROAS, Sales and Orders when they are above 0.

Read the hook analysis

The result shows these parts from top to bottom. Parts the AI has nothing for are left out, except Strengths and Weaknesses, which always show.

• A score from 0 to 100 in a ring. The ring is green from 70, yellow from 40 and red below 40. Next to it is the AI's verdict: Strong Hook, Average Hook or Weak Hook. The verdict is the AI's own pick, so it does not always match the colour of the ring.
• Scroll stopper: what is meant to make people stop scrolling. Technique: the opening technique, such as a question, a bold claim or a product demo. Emotion: the main feeling the hook plays on, such as curiosity or urgency.
• Tags for the pacing, for example Pacing: fast (fast, moderate or slow), for CTA in hook or No CTA in hook, which says whether a call to action shows in the opening, and for the number of texts on screen, for example 2 text overlays.
• Text Overlays Detected: the texts shown on screen in the first 5 seconds, in quotes.
• Frame-by-Frame Breakdown: a block for about every second of the first 5 seconds. Each block shows the time, for example 0-1s, what happens on screen, tags for what the AI sees, such as a face, a product close-up or text, and a note on why that moment works or not. The block and its time are green, yellow or red for how well that moment works.
• Strengths and Weaknesses, side by side.
• Recommended Improvements: the changes to make, each with a short reason and a priority tag. High is red, medium is yellow and low is green. On screen the tag is written in capital letters.
• Performance Correlation: how what the AI sees in the video fits the numbers it was given, for example which moment likely makes people drop off when the Hook Rate is low.

Look at the whole video

1. Once the hook analysis is done, click Run Full Analysis at the bottom of the window.
2. The title changes to Full Creative Analysis, and the AI watches the whole video instead of only the opening. The same loading steps show while it works.

The full analysis shows:

• The score ring and the verdict, now for the video as a whole.
• Video Structure: what happens in the Hook, in the Body and in the CTA at the end.
• Messaging: Message: the main promise of the ad, Target Audience: who the ad seems made for, Tone:, and tags for the persuasion techniques it uses.
• Strengths, Weaknesses, Recommended Improvements and Performance Correlation, as in the hook analysis.

It does not show Scroll stopper:, Technique:, Emotion:, the tags, the text overlays or the frame-by-frame part of the hook analysis.

To go back, click Hook Analysis Only. It runs the hook analysis again. To close the window, click Close, the X in the top right corner or outside the window, or press Esc.

If the analysis fails

The window shows a warning sign, the reason and a Try Again button, which runs the same analysis again.

Good to know

• The result stays with the card while you are on the Videos list. Closing the window and clicking Analyze Hook again shows the last result, or the last error, without a new run. It is gone once you open another list or tab, change the dates or reload the page.
• Try Again, Run Full Analysis and Hook Analysis Only each start a new analysis, so the wording and the score can change from one run to the next.
• The analysis is not saved, and nobody else on the store sees it.
• The analysis is written by AI, so check it before you act on it. It does not change anything in your ads.
• Analyze Hook is only on the cards of the Videos list. A shorter hook check, Deep Analyze Video Hook, is part of AI Review on the Ad Performance tab. See How do I get AI suggestions for one creative?.
• To check a video ad of another brand, see How do I analyze a competitor's video ad?.
• You cannot analyze a picture here or compare several videos side by side.