What is Thumb-stop rate?

Thumb-stop rate (also called stop rate or scroll-stop rate) is the percentage of people who stop scrolling when your ad appears in their feed. It is closely related to hook rate but applies to both static images and video. A high thumb-stop rate means your creative is visually distinct enough to interrupt the scroll. UGC-style images with real-looking people using products in everyday settings tend to achieve higher thumb-stop rates than polished brand creative.