What is Thumb-stop ratio? Scroll-stop rate explained

Thumb-stop ratio is the percentage of people who stop scrolling to watch a video ad — another name for hook rate.

How is Thumb-stop ratio calculated?

Thumb-stop ratio = 3-second views ÷ impressions × 100

Example

An ad with 12,000 three-second views from 40,000 impressions has a thumb-stop ratio of 30%.

Why does Thumb-stop ratio matter for e-commerce?

The term comes from the thumb motion of scrolling a feed. A strong thumb-stop ratio with a weak click-through rate usually means the hook works but the body or offer doesn't.

How does Posta use Thumb-stop ratio?

Posta's agents use Thumb-stop ratio when reviewing your accounts and recommending changes. See the ad hook generator page for how it fits into your workflow.