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Creative
Thumb-Stop Rate
The percentage of people who stop scrolling when your ad appears in their feed. Measured as 3-second video views divided by impressions on Meta, or similar metrics on other platforms. Distinct from hook rate in that it measures the initial attention grab before the viewer has processed any content. High thumb-stop, low hook rate means your thumbnail or first frame is compelling but the content immediately disappoints.
Why it matters
It isolates the very top of the funnel: whether the ad interrupted at all. Everything downstream is conditional on it.
In practice
Read it alongside hook rate. A high stop with a low hold means the opening earned attention the rest of the ad lost.
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