Metrics
What each number in a video report actually measures, which denominator it uses, and where it quietly misleads.
11 articles
How long should a TikTok, Reel or Short be?Short-form video length by goal - when 7 seconds beats 60, how watch time and completion pull against each other, and how to choose.CTR - clicks over impressions, and which of the two CTRs you are quotingClick-through rate is clicks divided by impressions. The link-click and all-clicks variants, why they differ, and how to read CTR against hook rate.Hook rate - the share of impressions that survive three secondsHook rate is 3-second video plays divided by impressions. The formula, a worked example, a free calculator, and how Admetra bounds a hook when it analyzes an ad.Thumbstop ratio - the same number as hook rate, under a different nameThumbstop ratio is 3-second video plays over impressions. What it is, why it is identical to hook rate, a calculator, and the vocabulary Admetra uses to compare openings.Hold rate - how much of the ad the people who stayed actually watchedHold rate is ThruPlays over 3-second plays: what the hook handed over and what the body kept. Formula, worked example, calculator, and how Admetra caps a body beat.Creative fatigue - when an ad stops working on the people it already reachedCreative fatigue is decay from repeated exposure, not from a bad ad. How to read it, and the freshness, longevity and survival curves Admetra scores ads on.Retention curve - the shape of who is left, second by secondA retention curve plots remaining viewers against elapsed time. How to read the drop-off, and how Admetra segments an ad so the flat stretches become visible.Scroll stopper - the craft term for whatever wins the first frameA scroll stopper is the opening device that interrupts a feed scroll. The common devices, how we separate it from a hook, and the vocabulary Admetra records them in.UGC - the format, not the ownership of the footageIn paid social, UGC means creator-shot video made to look unproduced. What separates it from a testimonial, what disclosure it carries, and the category vocabulary Admetra files it under.Creative reuse ratio - how hard a brand is backing one adAdmetra's own term for the share of a brand's active ads running the same creative. We score it on a logarithmic curve against a 15% target, because observed ratios cluster far below that.Impression rank percentile - where an ad sits in its own brand's deliveryAn estimate of where an ad sits in its own brand's delivery, not a number Meta reports. It is the heaviest input in Admetra's trend score, and the curve is convex rather than a straight inversion.