Facebook Ads CPM Benchmarks in United Arab Emirates

Introduction

CPM in the United Arab Emirates tracked well below the global Facebook Ads benchmarks for most of the year, punctuated by a sharp January spike and a pronounced summer trough. Across all industries, country-specific ad costs in the United Arab Emirates averaged roughly $12.00 per thousand impressions, versus about $20.00 globally, with wider month-to-month swings than the market. The pattern reads as a quick lift into January, a steady cool-down through late spring, a deep dip in July–August, and a modest rebound into September before stabilizing in October.

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

Starting at $13.16 in November 2024 and ending at $11.26 in October 2025, CPM in the United Arab Emirates declined about 14% over the period. The year’s high landed in January 2025 at $18.98, while the low came in August at $7.83. The full-year median averaged $12.00, implying CPMs in the United Arab Emirates ran about 40% below the $19.96 global average.

The monthly path was choppy. December to January jumped 61%, the single month the United Arab Emirates briefly ran above market (+6% versus global). March to April saw a sharp 44% drop, pushing CPMs into single digits. After sliding to the year’s floor in August, September rebounded 47%, before a small October softening. On average, absolute month-to-month moves were about $3.10, more than double the global benchmark’s $1.27.

Range underscores that volatility: CPMs in the United Arab Emirates spanned an $11.15 spread from low to high—roughly 93% of the market’s own average—while the global range over the same period was $6.66 (about one-third of its average).

Seasonal and monthly dynamics

The rhythm was clear:

• Q1 carried elevated CPMs, peaking in January before easing into March.
• Q2 cooled further, with April marking a notable step down to $8.74.
• Q3 was the softest stretch; CPMs in July and August dipped below $8.00, the lowest points of the year.
• Early Q4 stabilized: September recovered to $11.50 and October held near $11.26.

Globally, CPMs showed a more gradual seasonal pattern: a November high ($24.53), a January low ($17.87), and a steady climb into October ($21.43), with a typical Q4 lift that continued into November at roughly $25.

Country vs. Global

Against the benchmark, the United Arab Emirates was below average in 11 of 12 months. The gap was narrowest in January when the United Arab Emirates ran 6% above global. In months below market, the tightest spread appeared in March (about 19% under), while the widest discounts landed in mid-to-late summer: July (−59%) and August (−62%). For most of the year, CPM in the United Arab Emirates trailed global levels by 40–50%. While the global trend rose steadily from January to October (+20%), the United Arab Emirates trace was choppier, declining into August (−59% from January to August) before a September rebound.

In short, CPM analysis shows the United Arab Emirates to be structurally lower and more volatile than the global benchmark—summer softness more pronounced, January strength sharper, and the Q4 lift more muted relative to the market.

Understanding Facebook Ads benchmarks for CPM in all industries in the United Arab Emirates helps contextualize country-specific ad costs and compare industry ad performance to global patterns.