Influencer Marketing Newsletter: Why Hook Rate Misleads Top Advertisers

Maurice Rahmey, founder of Disruptive Digital and former Meta sales strategist, breaks down exactly which metrics actually matter when evaluating creator ad performance. His core argument: always anchor to your primary objective first. If you care about customer acquisition, watch CPA. If you care about efficiency, watch ROAS.

Secondary metrics like click-through rate and tertiary metrics like hook rate or hold rate only matter as diagnostic signals, not scorecards. In fact, Maurice points out that some of the best-performing advertisers have low hold rates, and some of the worst have high ones, which means chasing tertiary metrics in isolation is a trap.

His most counterintuitive tip involves share of spend: if one ad is absorbing 90 percent of budget, the platform has already voted on a winner, and shutting it off will not save a weaker ad. It will just expose how underpowered that second ad really was.

Watch the full video to see how Maurice layers these three tiers into a single, practical evaluation framework you can apply to any active campaign.