Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
December 2024 - December 2025
Detailed observation of presented data
Sweden’s Facebook Ads CPMs spent most of the past year well below the global benchmark, running lean through winter and spring, gathering momentum into late summer, and then surging in November 2025. Across all industries in Sweden, CPMs averaged 11.6 during the period, versus 20.1 globally — about 42% lower — with sharper month-to-month swings than the world trend. The signature features: a deep January trough, a steady mid-year climb, and a dramatic late-year spike that briefly put Sweden above the global average.
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 Sweden compared to the global benchmark.
The series opened at 14.33 in November 2024 and closed at 27.05 in November 2025, an 89% lift end-to-end. The low point arrived in January at 5.67, followed by a gradual rebuild: 6.75 in February and 9.58 in March. Q2 held in a tighter single-digit band (7.30–8.50), then CPMs expanded through summer, peaking pre-Q4 at 14.52 in August before easing to 12.43 in September and 13.70 in October. The standout move came in November 2025, when CPMs nearly doubled month over month (+98%) to 27.05, the period high.
On average, Sweden’s CPM was 11.6 across the 13 months, ranging from 5.67 (January) to 27.05 (November 2025). Volatility was pronounced: the average absolute monthly change was 3.23 points, compared with 1.39 globally, indicating roughly 2.3x more month-to-month movement. Notable inflection points included a sharp -53% slide into January, a +42% rebound in March, and a +32% jump in July, followed by +29% in August.
Seasonality showed clearly. Late Q4 2024 started relatively subdued for Sweden (14.33 in November, 11.99 in December), then CPMs softened to a Q1 trough, consistent with lighter early-year demand: January–March averaged 7.34. Q2 steadied in a narrow range (7.86 average), suggesting a period of price consolidation before CPMs climbed in Q3 (12.72 average) as competition and reach costs intensified into summer. After a mild September correction and an October reset, the late Q4 period saw a decisive lift in November 2025, marking the year’s cost peak.
Sweden tracked below the global benchmark for 12 of 13 months. The average gap was about 42% lower than global CPMs, with the widest underperformance in January (68% below) and the narrowest in August (27% below). Only in November 2025 did Sweden rise above market levels, ending 9% higher than the global CPM that month (27.05 vs. 24.72). While global CPMs moved modestly (+2.8%) from November 2024 to November 2025 and followed a relatively smooth path, Sweden’s trajectory was choppier, culminating in a late-year spike that closed the year’s persistent gap.
This CPM analysis of Facebook Ads benchmarks for all industries in Sweden highlights consistently lower country-specific ad costs versus the global average, a pronounced Q1 trough, a summer build, and a sharp Q4 acceleration. Understanding Facebook Ads cost-per-thousand-impressions benchmarks for all industries in Sweden helps marketers gauge pricing dynamics and compare 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 Sweden, 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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Late November (Black Friday is huge), December (Christmas and post-Christmas sales), June (Midsummer seasonal promotions), January (Winter sale season)
CPMs might spike during Black Friday and early December, especially in e‑commerce and fashion. Easter and Midsummer holidays often decrease weekday inventory but increase media usage during long weekends. Midsummer tends to be quiet in retail but active in travel and food sectors. Post-Christmas sales in January still see high digital ad demand.
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.
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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