In short
- Scroll-stop rate = 3-second video views / impressions
- It measures the hook and nothing else; the opening frames either stop the thumb or they do not
- Also known as thumb-stop rate, thumb-stop ratio or hook rate
- Compare it across your own creatives; the trend matters more than any absolute benchmark
Why scroll-stop rate matters
Every downstream metric of a video ad, watch time, clicks, conversions, is gated by one moment: whether the viewer stops scrolling at all. Scroll-stop rate isolates exactly that moment. A creative with a weak scroll-stop rate cannot be saved by a great offer, because almost nobody sees the offer.
How to calculate and use it
Divide 3-second video plays by impressions. Meta reports both, so the ratio is a one-line custom metric. Use it to compare hooks, not whole ads: test several openings on the same body creative and keep the one that stops the most thumbs, then judge the rest of the ad with click-through and conversion metrics.
What it does not tell you
A high scroll-stop rate proves the hook, not the ad. Shock openings can stop thumbs and still convert nobody, which is why the metric belongs at the top of a funnel read: scroll-stop rate for the hook, CTR for the promise, conversion rate for the offer and landing page.
FAQ about Scroll-Stop Rate
How do I calculate scroll-stop rate?
Divide 3-second video plays by impressions. Both are standard Meta metrics, so it works as a one-line custom metric in any reporting view.
What is a good scroll-stop rate?
Benchmarks vary by placement and vertical, so compare your own creatives against each other rather than chasing an absolute number. The winner of a hook test is the variant with the highest rate on the same audience.
Is scroll-stop rate the same as hook rate or thumb-stop rate?
Yes, they are the same metric under different names: the share of impressions that survive the first three seconds. It proves the hook only; judge the rest of the ad with CTR and conversion rate.