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June 2025 - June 2026
Detailed observation of presented data
Main story: click-through-rates in the United Arab Emirates ran well below the global benchmark but showed a strong mid‑series rebound, ending the 12‑month window materially higher than where it began. 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 United Arab Emirates compared to the global benchmark.
Across June 2025–May 2026 the United Arab Emirates averaged a 1.44% CTR for All industries (rounded), starting at 1.01% in June 2025 and finishing at 1.85% in May 2026 — an 83% rise from start to finish in absolute terms. The local high was 1.99% in January 2026; the low was 1.01% in June 2025. By comparison the global baseline averaged roughly 2.00% over the same months, with a high near 2.18% (April 2026) and a low of 1.78% (June 2025).
Monthly moves were pronounced. The UAE saw jumps in July (+0.33 points), a lull in August (−0.20), a steady climb into December, and a sharp lift into January (+0.53 points). Later in the sample February and March trimmed some of that gain, and May delivered another strong uptick (+0.54). Average month‑to‑month absolute change in the UAE was about 0.27 percentage points, indicating notably larger swings than the baseline.
Rhythm and seasonality in the UAE data are clear: a deep trough in early summer (June) gave way to intermittent gains through Q3 and a pronounced year‑end rise that accelerated into January. January 2026 stands out as the peak month, when CTR temporarily converged with global levels. Late Q1 into April saw partial retrenchment, then a May rebound. The baseline pattern was steadier, showing gradual growth through winter into a spring peak (April) — a different seasonal cadence than the choppier UAE series.
Observed seasonal behavior mirrors common market rhythms: softer early summer engagement, a year‑end build, and a strong Q1 spike — but the UAE series delivered these moves with greater amplitude and more frequent reversals.
On average the United Arab Emirates trailed the global benchmark by roughly 28% across the year. Month‑by‑month the gap varied: the narrowest differential occurred in January 2026 when UAE CTR was about 6% below the global rate; the widest gap appeared in June 2025 at roughly 43% below the baseline. In absolute terms the UAE average (1.44%) sat well under the baseline average (2.00%). Volatility reinforces that divergence: the UAE’s average monthly swing (~0.27 points) was about four times the baseline’s (~0.065 points), marking the UAE series as more volatile and more event‑driven than the broader market.
Understanding Facebook Ads click-through-rate benchmarks for All industries in United Arab Emirates frames how local CTR performance compares to global CTR performance and highlights a pattern of deeper troughs, sharper rebounds, and higher volatility versus the global baseline.
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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