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July 2025 - July 2026
Detailed observation of presented data
United Arab Emirates’ click-through-rate (CTR) profile ran below the global benchmark across the 13-month window, showing sharper swings and a few standout peaks. 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 available in the United Arab Emirates compared to the global benchmark.
CTR in the United Arab Emirates averaged 1.41% across June 2025–June 2026, starting at 1.02% in June 2025 and finishing almost unchanged at 1.00% in June 2026. The high-water mark came in January 2026 at 1.93%, while the low point was 1.00% in June 2026 — a range of roughly 0.92 percentage points. By contrast the global (baseline) average over the same months was about 2.00%, with a high of 2.17% (April 2026) and a low of 1.78% (June 2025).
Month-to-month movement in the UAE was pronounced: average absolute monthly change was roughly 0.30 percentage points, driven by large swings such as the jump into January (+0.45 points from December) and a steep fall from May to June 2026 (−0.89 points). The baseline moved far more smoothly, averaging about 0.06 percentage points of change per month.
Rhythm across the year shows a soft early summer in June 2025, a mid-year lift into July–September, then a modest Q4 climb into December and a notable surge in early Q1 2026. January 2026 marked a clear local peak (1.93%), followed by a consolidation through spring and a second high in May 2026 (1.89%), before the sharp drop into June. Broadly, the UAE series alternated periods of lift and decline rather than a steady trend — strong rebounds in January and May punctuated otherwise choppier months.
Throughout the period the United Arab Emirates trailed global CTRs. On average UAE CTRs were about 30% below the global level (1.41% vs 2.00%). The gap narrowed to its smallest in January and May 2026, when UAE was only about 9% below the global CTR. At its widest in June 2026, UAE lagged roughly 52% behind the global benchmark. Volatility amplifies that gap: the UAE series was roughly five times more volatile month-to-month than the global benchmark (≈0.30 vs ≈0.06 percentage points).
Understanding Facebook Ads click-through-rate benchmarks for all industries in the United Arab Emirates provides a clear snapshot of CTR performance, seasonal rhythm, and how country-specific ad costs and CTR performance compare to global CPM analysis and broader CPC trends for industry ad performance.
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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
Average cost per click benchmarks across industries
Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
Average cost per purchase benchmarks across industries
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