See how your CTR stacks up. Explore industry, regional, and campaign-type benchmarks with Superads.
December 2024 - December 2025
Detailed observation of presented data
Click-through rate performance in the United Arab Emirates diverged sharply from the global Facebook Ads benchmarks over the past year. The UAE market opened 2025 with a standout January lift, briefly running above the world median, before settling into a choppier, downward trajectory that culminated in a late-year low. Globally, CTR climbed steadily through the year and accelerated into Q4, widening the gap. 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.
For all industries in the United Arab Emirates, CTR averaged about 1.25% across the period (Dec 2024–Dec 2025), with a high of 2.05% in January and a low of 0.74% in December. The year began strong: January’s 2.05% was the only month above global levels. Momentum then cooled quickly—February fell to 1.34% (−35% vs. January), partially rebounded in March to 1.69%, and retrenched again in April to 1.06% (−38% vs. March). Mid-year remained subdued, hovering near 1.03%–1.31% from May to September. Q4 brought another slide to 0.84% in October, a brief uptick to 1.05% in November, and the period low of 0.74% in December.
Volatility was a defining characteristic in the UAE. Month-to-month movements averaged 0.34 percentage points, roughly five times the global rhythm. By comparison, the global median CTR averaged 1.84%, ranged from 1.66% (February) to 2.21% (December), and moved more smoothly, with average monthly changes of just 0.07 points.
The UAE exhibited a sharp Q1 arc—January surge, February pullback, March stabilization—followed by a softer Q2 (April–June troughs near the 1.0% mark). Q3 steadied modestly around 1.19%–1.31%, suggesting the market found a temporary floor. Q4, typically a period of heavier competition in many markets, aligned with a renewed decline in the UAE: October’s drop to 0.84% and December’s trough at 0.74%. In contrast, the global series strengthened through late Q3 and peaked in December, underscoring divergent seasonal dynamics.
Relative to the global benchmark, the United Arab Emirates underperformed for most of the year. On average, UAE CTRs were about 32% below the global median (1.25% vs. 1.84%). The narrowest gap came in March, when the UAE trailed by just 3% (1.69% vs. 1.73%). January was the lone outlier, with the UAE running 22% above market (2.05% vs. 1.68%). From there, the gap widened, reaching 59% below market in October and 67% below in December (0.74% vs. 2.21%). Directionally, the global trend rose from 1.68% in January to 2.21% in December (+31%), while the UAE fell from 2.05% to 0.74% (−64%), and did so with far greater volatility.
In sum, Facebook Ads CTR performance for all industries in the United Arab Emirates was characterized by an early spike, mid-year stabilization at lower levels, and a steep Q4 decline, underperforming a steadily rising global benchmark. Understanding these click-through rate benchmarks for the United Arab Emirates helps situate country-specific ad performance within broader Facebook Ads benchmarks, complementing how teams interpret CPC trends, CPM analysis, and cross-market engagement 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.
Improve your Facebook ad performance
• Instant performance insights – See which ads, audiences, and creatives drive results.
• Data-driven creative decisions – Spot patterns to improve ROAS.
• Effortless reporting – No spreadsheets, just clear insights.
All data is sourced from over $3B in Facebook ad spend, collected across thousands of ad accounts that use Superads daily to analyze and improve their campaigns. Every data point is fully anonymized and aggregated—no individual advertiser is ever exposed.
This dataset updates frequently as new ad data flows in. It will only get bigger and better.
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:
Average cost per click benchmarks across industries
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
See how much it costs to get users to install an app