Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Facebook Ads benchmarks for cost per thousand impressions (CPM) in the United Arab Emirates showed a year defined by sharp mid-year softness and a strong Q4 rebound. Across 2025, CPMs in the United Arab Emirates averaged about $16.14, sitting roughly 19% below the global benchmark average of $20.02. The year opened above market, slid into an August trough, and then rallied into year-end, with December closing near parity with global levels. Volatility was meaningfully higher than the global pattern, with a few standout swings shaping the narrative.
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 series begins at $12.02 in December 2024, surging 78% into January 2025 at $21.34. Q1 stayed elevated (February $18.07, March $19.39), before a sharp reset in April to $12.07. The market then softened through early Q3, bottoming in August at just $9.38—the lowest point in the period—before rebounding into Q4 and peaking in December at $22.21. For the full 2025 window, the United Arab Emirates averaged $16.14 CPM, with a high of $22.21 (December) and a low of $9.38 (August).
Month-to-month moves were pronounced. The steepest drop came in March to April (−$7.32, −38%), followed by May to June (−$4.12, −26%). The sharpest rebound followed the August low, jumping +$8.12 into September (+87%). Q4 built momentum: October to November rose +$5.05 (+34%), and November to December added another +$2.19 (+11%). Volatility averaged about $3.63 per month—over three times the global average of $1.16—signaling a choppier CPM environment in the United Arab Emirates.
Seasonally, the United Arab Emirates exhibited a pronounced mid-year softness. After a firm Q1, CPMs drifted lower through Q2 and reached their trough in August. The market then staged a consistent Q4 recovery, aligning with the typical year-end intensity seen in many regions. Q3 averaged about $12.70, markedly weaker than other quarters, while Q4 lifted back to roughly $19.07—still below the global Q4 average but well above the summer baseline.
Relative to the global benchmark, the United Arab Emirates oscillated from above-market to well below. January outperformed the world average by about 20%, and February was effectively at parity (+0.6%). From April through October, CPMs sat below global levels, with the widest gap in August: −53% versus the world benchmark. The gap narrowed considerably by year-end; December CPMs in the United Arab Emirates were only 2% below global ($22.21 vs. $22.71).
While the global trend rose steadily from January to a November high (+41% Jan→Nov), the United Arab Emirates traced a more dramatic arc—falling 56% from January to August, then rebounding 137% from August to December. On average across 2025, CPMs in the United Arab Emirates were 19% below global benchmarks, with larger intra-year swings than the world pattern.
In sum, CPM analysis for Facebook Ads in all industries across the United Arab Emirates shows a mid-year dip, a decisive Q4 recovery, and higher volatility than the global norm. Understanding Facebook Ads CPM benchmarks for all industries in the United Arab Emirates helps frame country-specific ad costs and compare industry ad performance to global patterns.
Insights & analysis of Facebook advertising costs
Cost Per Mille (CPM) is the cost advertisers pay for 1,000 impressions of their 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. 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.
CPMs are heavily influenced by competition, seasonality (e.g., Q4 costs more), audience size, and ad quality. Smaller audiences and lower relevance scores often lead to higher CPMs.
Different campaign objectives, bidding strategies, and even time of day can change your CPM. For example, conversion campaigns usually have higher CPMs than traffic ones. Also, broad targeting tends to drive lower CPMs.
In most industries, CPMs range from $5 to $18 depending on the region and objective. Retail and e-comm campaigns often sit at the higher end. Our live data above shows a breakdown by country and industry.
Both matter, but audience quality (intent + match with your offer) usually has more impact than pure size. However, extremely tight audiences often lead to expensive CPMs due to limited delivery opportunities.
Depends on your goal. For awareness, CPM is more relevant. For performance campaigns, CPC and CPA matter more. But all are connected—inefficient CPMs can inflate your entire funnel.
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