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December 2024 - December 2025
Detailed observation of presented data
Across Facebook Ads benchmarks, the United Arab Emirates posted a year of sharp swings in click-through rate performance. For all industries in the United Arab Emirates, median CTR averaged 1.38% from November 2024 to November 2025, below the 1.81% global benchmark. The year split into two clear phases: a New Year surge that briefly moved above market, followed by a prolonged cool-down with an October trough. Volatility was the headline—monthly moves averaged 0.40 percentage points versus just 0.06 globally, making the UAE roughly seven times more volatile than the world trend. 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 1.54% CTR in November 2024 and closed at 0.99% in November 2025, a 36% decline over 12 months. The peak arrived early at 2.33% in January 2025, then momentum faded, bottoming at 0.77% in October before a mild rebound. The UAE’s average CTR over the period was 1.38%, with a median of 1.39% and a wide range of 1.56 points between high and low—far broader than the global range of 0.38 points.
Monthly movements were pronounced:
Seasonally, Q1 2025 was the strongest for CTR in the United Arab Emirates, averaging 1.89%. Q2 marked the trough at 1.12%, followed by a modest Q3 rebound to 1.35%. Early Q4 softened further, averaging 0.88% across October–November. Globally, CTRs climbed through mid-year, peaking in October at 2.04% before easing to 1.96% in November—a steadier, higher plateau than the UAE pattern. The result is a UAE rhythm defined by a fast start, a deep mid-year reset, and a late-year dip.
Against the 1.81% global average, the United Arab Emirates’ 1.38% average represented a 24% underperformance. The global trend rose a measured 12% from November to November (1.75% to 1.96%), while the UAE declined 36% over the same span. Relative positioning shifted throughout the year: the UAE ran above market in January (+39%) and March (+6%), hovered slightly below in November–December 2024 (−12% to −13%) and February (−9%), then lagged more materially from April onward. From April through November, the gap averaged 39% below global levels, with the narrowest shortfall in September (−27%) and the widest in October (−62%).
In sum, Facebook Ads click-through rate benchmarks for all industries in the United Arab Emirates show a high-volatility year: a January peak, an April slide, a summer stabilization, and an October low against a steadily rising global backdrop. While this readout centers on CTR performance, many teams view it alongside CPM analysis and CPC trends to understand country-specific ad costs and engagement dynamics. Understanding Facebook Ads CTR benchmarks for all industries in the United Arab Emirates helps quantify how local performance compares to the global pattern.
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
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