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July 2025 - July 2026
Detailed observation of presented data
The headline: click-through-rate (CTR) in the United Arab Emirates moved below the global benchmark for the full 13‑month window but ended the period with clear upward momentum. 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.
UAE CTR started at 1.32% in July 2025 and finished at 1.68% in July 2026 — a gain of about +27% from first to last month. Over the 13 months the UAE median CTR averaged roughly 1.46%, with a low of 1.15% (August 2025) and a peak of 1.88% (January 2026). By contrast the global baseline averaged about 2.04%, ranging from 1.87% to 2.34%.
Monthly movement in the UAE was pronounced. Notable lifts include December→January (+27% month-on-month, to 1.88%) and April→May (+38%, to 1.87%). Sharp reversals also occurred: May→June plunged roughly −38% (from 1.87% to 1.16%). Overall, the UAE saw average absolute month-to-month moves of ~0.28 percentage points, indicating material month-over-month swings.
Rhythm in the UAE series shows intermittent bursts rather than a smooth seasonal arc. Late‑year into early‑year produced a strong spike (Dec→Jan), and spring produced another peak (May). Summer troughs were visible in August 2025 and again in June 2026. These softer mid‑year months contrast with the sharper uplifts around year‑end and the spring rebound — a pattern of spikes and pullbacks across quarters rather than a steady seasonal ramp.
The baseline global series is steadier: the global monthly absolute change averaged ~0.08 points and the global trend climbed modestly through the period, peaking in July 2026.
Throughout the year the United Arab Emirates trailed the global benchmark. UAE CTR was about 28% below the global average across the 13 months. Month-to-month gaps varied: at its narrowest the UAE was ~10% below global levels (May and January), and at its widest the UAE lagged by roughly 42% (June). Compared with the global pattern, the UAE series was far more volatile — roughly 3.5× greater average monthly swing in percentage‑point terms.
Understanding Facebook Ads click-through-rate benchmarks for All industries in the United Arab Emirates helps advertisers evaluate engagement trends and compare performance 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.
Discover detailed cost benchmarks for different Facebook advertising metrics:
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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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