Hook Rate

Hook rate is the percentage of ad impressions or initial contacts that successfully capture a prospective claimant's attention long enough to prompt a qualifying action, such as clicking through to a landing page or calling an intake line. In mass tort advertising, hook rate is used to evaluate creative performance across channels—television, digital, and social—by isolating how effectively the ad's opening message, visuals, or injury-specific language engages the target claimant population before they disengage. A low hook rate typically signals that the creative lead, injury framing, or audience targeting requires adjustment, and it is analyzed alongside conversion rate and cost-per-retained-client to give campaign managers a full picture of funnel efficiency.