Thumb-Stop Rate

Thumb-stop rate is the percentage of users who pause their scroll to view a mass tort video or static ad for at least two to three seconds, indicating that the creative successfully interrupted passive feed browsing. In plaintiff-side tort campaigns, a strong thumb-stop rate is a leading indicator that the ad's hook—typically a condition name, drug or device identifier, or injury claim—is resonating with the target claimant audience before deeper engagement metrics such as click-through or form completion are measured. Media buyers and creative teams use thumb-stop benchmarks to compare ad variants during A/B testing and to reallocate budget toward creatives that are most likely to drive qualified intake volume.