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November 2024 - November 2025
Detailed observation of presented data
Across all industries in the United Arab Emirates, Facebook Ads CTR performance told a choppy, below‑market story with a single standout surge. The year opened with a dramatic lift in January, then eased into a mid-year trough and a sharp October dip before a modest November rebound. Compared to the global benchmark, the United Arab Emirates ran below market in most months and showed much sharper month-to-month swings.
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 pattern shows a late‑Q4 softness moving into a pronounced January lift, a rhythm commonly seen when holiday competition eases and new campaigns refresh. The strongest month was January, followed by a softer but stable March. Q2 marked a sustained trough, with April emerging as an inflection point to the downside. Summer in the United Arab Emirates brought steadier engagement, with incremental gains from July through September. The most striking disruption arrived in October with the year’s low, then a measured rebound into November.
Against the global Facebook Ads benchmarks, the United Arab Emirates’ CTR averaged 1.38% versus 1.82% globally—about 24% lower across the period. The global trend climbed steadily (+16% from November 2024 to November 2025), while the United Arab Emirates declined 30% over the same window.
The market ran below global levels in 11 of 13 months. Notable exceptions: January (+39% above global) and March (+6% above global). The tightest negative gap appeared in February (about 9% below global), while the widest occurred in October (approximately 63% below). Other wide gaps emerged in April and June (both around 43–44% below) and November 2025 (~47% below). Range also differed meaningfully: the global CTR moved within a 0.39‑point band (1.66% to 2.04%), whereas the United Arab Emirates spanned 1.57 points, underscoring materially higher variance.
In sum, Facebook Ads CTR performance for all industries in the United Arab Emirates trailed the global benchmark for most of the period, with a dramatic January surge, a Q2 trough centered in April, and the sharpest dip in October before a modest November recovery. Understanding Facebook Ads click‑through rate benchmarks for all industries in the United Arab Emirates helps marketers interpret country‑specific CTR performance and compare it to global patterns within broader industry ad performance, CPC trends, and CPM analysis.
Insights & analysis of Facebook advertising costs
Click-Through Rate (CTR) is the percentage of impressions that resulted in a click on the Facebook ad. Different industries see varying ad costs due to market competition, user demographics, and conversion value. For campaigns targeting United Arab Emirates, advertisers should consider local market factors and user behavior. Different campaign objectives lead to varying costs based on how Facebook optimizes for your specific goals. Why we use median instead of average We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations. The data shown represents median values across multiple campaigns, and individual results may vary based on ad quality, audience targeting, and campaign optimization.
We use the median CTR because the underlying distribution of click-through rates is highly skewed, with a small share of campaigns achieving extremely high CTRs. These outliers can inflate a simple average, making it less representative of what most advertisers actually experience. By using the median—which sits at the midpoint of all campaigns—we provide a more rigorous and realistic benchmark that reflects the true underlying data model and helps you set attainable performance expectations.
Note: This data represents industry median values and benchmarks. Your actual costs may vary based on specific targeting, ad creative quality, and campaign optimization.
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Ramadan + Eid (Mar–Apr), End of November–December (UAE National Day, Christmas, New Year), Dubai Shopping Festival (mid-Dec through Jan)
CPMs may rise sharply during Ramadan and Eid, especially in e‑commerce, gifting, F&B, and beauty sectors. UAE National Day campaigns could lead to high local bidding activity in travel, banking, and luxury retail. Dubai Shopping Festival drives elevated CPMs from mid-December to mid-January. Islamic holidays shift each year, affecting year-over-year comparisons.
CTR (Click-Through Rate) is the percentage of people who click your ad after seeing it. It's calculated by dividing total clicks by total impressions, then multiplying by 100. A high CTR indicates your ad resonates with your audience and helps improve your relevance score, which can lower your overall costs.
The average Facebook ad CTR across industries sits around 0.90-1.10%. But there's significant variation. Your specific industry, audience targeting, and campaign objectives should determine your benchmark.
Low CTR usually stems from poor audience targeting, weak creative, or a disconnect between your ad content and audience needs. Your ad might simply not be standingo out enough. Check if your visuals grab attention, your copy addresses clear pain points, and your audience targeting aligns with people genuinely interested in your offer.
Yes—but only in context. High CTR is a signal that your creative works, but it doesn't guarantee conversions. Use it alongside other metrics like conversion rate to get the full picture.
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