What is thumbstop ratio?

What is thumbstop ratio? Thumbstop ratio is the share of impressions in which a video ad played for at least 3 seconds: 3-second video plays divided by impressions, times 100. It is the same calculation as hook rate, under another name. Some teams call it thumbstop rate. It measures whether the opening stopped the scroll.

Work it out: free Thumbstop ratio calculator.

Is thumbstop ratio the same as hook rate?

Yes. Motion's glossary lists thumbstop rate and hook rate as one metric with one formula. This glossary covers it in full under hook rate.

Thumbstop ratio = 3-second video plays ÷ impressions × 100

Meta counts a 3-second video play at 3 seconds, or at 97 percent of the video if it is shorter.

Worked example

An ad with 30,000 3-second video plays from 100,000 impressions has a thumbstop ratio of 30,000 ÷ 100,000 × 100 = 30 percent. The hook rate calculator gives the same result from the same inputs.

Pair it with hold rate to see whether the people who stopped kept watching.

Sources

Checked: 12 Oct 2026