Creative
What is Thumb-stop rate?
Also: Hook rate · 3-second video play rate
Thumb-stop rate (hook rate) is the share of impressions where someone stopped scrolling to watch the first few seconds of your video.
Thumb-stop rate = 3-second video plays / impressions
It is usually measured as 3-second video plays divided by impressions, and it isolates the opening 'hook' of the creative. A weak thumb-stop rate means the first frames failed regardless of how good the rest is, so it is the first thing to fix on an underperforming video ad.
Last reviewed 2026-09-19
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