Facebook Ads Cost Per Purchase Benchmarks in United Arab Emirates

Introduction

The United Arab Emirates ran significantly “above market” on Facebook Ads cost-per-purchase throughout 2025, with an energetic, spike-prone pattern that diverged from the global benchmark. Across all industries, the UAE started the year below global levels in January, then surged into a high-cost regime by late spring and again in Q4. The year closed with the most expensive month of all, underscoring both elevated costs and pronounced volatility. This analysis is based on $3B worth of advertising data from our dataset, which provides strong directional benchmarks. This analysis explores ad performance trends for all industries in the United Arab Emirates compared to the global benchmark.

The story in the data

• Range and level: UAE cost per purchase averaged about 80.8 for the year, with a low of 49.3 in January and a high of 128.8 in December — a 79-point range. By comparison, the global median averaged 51.4 with a much tighter 9.7-point range.
• Starting vs. ending: The UAE rose from 49.3 in January to 128.8 in December, a +161% climb. Globally, the metric eased from 53.3 in January to 45.1 in December, down roughly 15%.
• Key swings:
• Early-year lift: January (49.3) to February (78.2), then a pullback to March (55.4).
• Mid-year surge: April (60.3) spiked to May (104.0), followed by a sharp June reset (54.0).
• Late-year escalation: After a quiet August (54.0), the UAE leapt to 101.5 in September and held a high plateau through October (102.7) and November (101.8) before breaking to the December peak (128.8).
• Volatility: Month-to-month absolute moves in the UAE averaged 25.3 points, far more volatile than the global series at 1.77 points. Notable pivots included May→June (−48%) and August→September (+88%).

Seasonal and monthly dynamics

The UAE’s rhythm was defined by two clear lifts — one in late spring and a more durable run from September through year-end. Q1 was comparatively soft (average ~61.0), Q2 stepped higher with a spike and retracement (~72.8), Q3 pushed toward triple-digits (~78.4), and Q4 landed decisively higher (~111.1). Globally, the pattern moved the other way: levels were higher in the first half (Q1 ~53.7, Q2 ~51.9), stayed steady in Q3 (~51.8), and softened into Q4 (~48.3), finishing at the annual low in December.

United Arab Emirates vs. Global

Across all industries, the UAE averaged roughly 57% above the global Facebook Ads benchmark for cost per purchase. January was the only month below global (49.3 vs. 53.3, −7%). After that, the UAE generally ran above market, with the gap narrowest in August (+2%) and widest in December (+186%). While the global curve drifted gently downward (−15% from January to December), the UAE climbed steeply (+161%) and was markedly more volatile (25.3 vs. 1.77 average monthly movement). Five months in the UAE crossed the 100 mark (May, September, October, November, December), versus none globally.

Closing

In sum, Facebook Ads cost-per-purchase benchmarks for all industries in the United Arab Emirates show a high-cost, high-variability year that diverged from the global baseline’s steady easing. For performance marketers tracking country-specific ad costs, this UAE CPP profile illustrates a market characterized by sharp mid-year and Q4 lifts, a wide annual range, and a sustained premium over the worldwide benchmark — a distinct thread within broader Facebook Ads benchmarks alongside CPC trends, CPM analysis, and CTR performance.