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November 2024 - November 2025
Detailed observation of presented data
Click-through-rate (CTR) performance for all industries in the United Arab Emirates moved on a different rhythm than the global benchmark. The UAE averaged 1.44% CTR from November 2024 through October 2025, about 20% below the global median of 1.81%. The year was defined by sharp swings: a dramatic January lift, a Q2 trough that dipped below 1%, a steady Q3 rebuild, and a steep October pullback just as the global baseline hit its annual high. 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 period opened at 1.66% CTR in November 2024 and closed at 0.77% in October 2025, a 54% slide end to end. The high point came in January at 2.56%, while the low arrived in October at 0.77%, creating a wide 1.80-point range. Month-to-month volatility averaged 0.50 points, driven by outsized moves: a +1.07-point jump in January from December’s 1.50%, a -1.05-point reset in February, and a -0.86-point drop from March to April. Smaller, steadier rebuilds followed in mid-year, before a -0.69-point step-down into October.
Across the same window, the global benchmark climbed more smoothly from 1.75% to 2.08% (+19%), with a much narrower 0.42-point range and just 0.06 average monthly movement—significantly less choppy than the United Arab Emirates.
Q4 2024 softened slightly (1.66% in November to 1.50% in December). Q1 2025 delivered the standout moment: a January surge to 2.56%—the only month that decisively outperformed the market—followed by a normalization to 1.51% in February and a firmer 1.85% in March. Q2 marked the trough, with April (0.99%) and June (0.98%) both below 1% and May (1.41%) the only mid-quarter relief. Q3 rebuilt gradually from 1.26% in July to 1.46% in September. October then broke momentum with the year’s lowest median (0.77%), a sharp divergence from the global pattern, which typically tightens and lifts into late-year peaks.
Relative to Facebook Ads benchmarks worldwide, the United Arab Emirates underperformed for most of the period. The UAE averaged 1.44% vs. 1.81% globally (about 20% lower). The market briefly ran above the baseline in January (+52% vs. global) and March (+6%), was near parity in November (5% below), and fell furthest behind in October (63% below). While the global trajectory rose steadily (+19%), the UAE’s line was choppier and net negative (−54%), with roughly 9x the monthly volatility (0.50 vs. 0.06 points). That volatility, combined with the deep Q2 lull and the October trough, defined the gap to global CTR performance throughout the year.
These Facebook Ads benchmarks highlight CTR performance for all industries in the United Arab Emirates versus the global market: a high-variance year averaging 1.44%, marked by a January spike, a Q2 slump, and an October low against a steadily rising worldwide baseline. Understanding CTR benchmarks for all-industry ad performance in the United Arab Emirates helps contextualize country-specific ad costs and compare results to global patterns.
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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