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0%A Meta video ad can fail at several different points. Looking only at ROAS hides whether the problem begins with the opening frame, the body of the video, the click, or the landing page.
Use a funnel that moves from impression to view, click, and conversion.
Hook rate: did the opening earn attention?
For this workflow:
Hook rate = Three-second video views ÷ impressions
Meta defines a three-second video view as a play of at least three seconds, or nearly the full duration for shorter videos. Hook rate is therefore a useful way to compare openings, but it is not a universal creative-quality score.
Hold rate: did viewers continue?
Hold rate = ThruPlays ÷ three-second video views
This compares people who reached the initial-view threshold with people who continued to the ThruPlay threshold. A creative can have a strong hook and weak hold if the body does not pay off the opening.
CTR and conversion rate: did attention become action?
CTR = Link clicks ÷ impressions
Conversion rate = Conversions ÷ link clicks
Low CTR with solid view metrics can indicate that the offer, product connection, or call to action is unclear. Solid CTR with weak conversion rate moves the investigation toward message match, page speed, merchandising, or checkout.
CPA and ROAS: did the economics work?
CPA = Spend ÷ conversions
ROAS = Revenue ÷ spend
The free Facebook Ads Metrics Calculator calculates these campaign ratios and the video funnel without connecting to Ads Manager. Enter totals from the same dates and attribution view.
Do not label a metric good or bad in isolation. Compare creative variations using the same setup, then judge CPA and ROAS against the break-even targets produced by your actual unit economics. The useful question is: where did this specific variation lose the next step?
