# What is thumbstop ratio?

> Thumbstop ratio measures how often your video ad stops people scrolling. Formula, a worked example and how it relates to hook rate.
- **Author**: Marxx
- **Published**: 2026-10-20
- **Category**: Creative metrics
- **URL**: https://marxx.ai/library-glossary/thumbstop-ratio

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Thumbstop ratio is the share of people who stop scrolling to watch your video ad for at least three seconds. The name comes from the thumb that stops moving on the screen.

## The formula

Thumbstop ratio = 3-second video plays / impressions x 100

This is the same calculation many teams call [hook rate](/glossary/hook-rate). Some agencies use "thumbstop" for the number and "hook" for the creative idea that drives it.

## A worked example

Two video ads run to the same audience for a week.

| | Ad A | Ad B |
|---|---|---|
| Impressions | 50,000 | 50,000 |
| 3-second plays | 9,000 | 17,500 |
| Thumbstop ratio | 18% | 35% |

Ad B stops almost twice as many people. Check clicks and sales next, to see whether the extra attention carries through.

## Why it matters

An ad people stop for puts more of your video in front of buyers. Meta's ad auction picks ads using bids and ad performance, not bids alone (checked 2026-10-20). Put your CPM next to thumbstop ratio for a month to see if the two move together.

## How to raise it

- Make the first frame readable without sound.
- Use bold motion or contrast that looks different from the feed.
- Lead with a claim, a question or a surprising result.
- Test three openings on the same video before you remake the whole ad.

## FAQ

### Is thumbstop ratio a Meta metric?

No. Meta reports the parts (impressions and 3-second plays). You calculate the ratio yourself or as a custom metric.

### What is a good thumbstop ratio?

Compare with your own account. Rank your last 20 video ads by thumbstop ratio and study what the top five open with.

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