Thumb-stop ratio
Also called: thumbstop rate, thumb-stop rate
Thumb-stop ratio is another name for hook rate: the percentage of people who stop scrolling to watch the first few seconds of a video ad.
Formula
Thumb-stop ratio = 3-second views ÷ impressions × 100
The name comes from the gesture: a thumb flicking through the feed, then stopping. Some teams calculate it on 3-second views, others on 2-second views (TikTok's default), so say which one you use when comparing numbers across platforms.
Go deeper
Part of the Addy video ad glossary. Addy is an AI agent that writes, renders and posts short-form video ads.