Understand how your CPM compares. Dive into benchmark data by industry, region, and campaign type
November 2024 - November 2025
Detailed observation of presented data
Sweden’s Facebook Ads CPMs ran well below the global benchmark across the past year, but with a clear seasonal rhythm: a deep Q1 trough, a steady spring plateau, and a sharp late-summer lift. From November 2024 to October 2025, Sweden averaged a $9.39 CPM versus a $19.96 global average—roughly half the worldwide cost level. Volatility was higher in Sweden too, with a dramatic August surge that briefly narrowed the gap with the global market. 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 period opens high and ends lower: Sweden starts at $14.44 CPM in November 2024 and closes October 2025 at $10.62, a 26% decline across the window (global fell 13%, from $24.53 to $21.43). The Swedish low arrives in January at $5.67, while the high prints in November 2024 at $14.44 (closely matched by August 2025 at $14.28). The full range spans $8.77.
Month to month, Sweden’s CPMs moved more aggressively than the global benchmark. Average absolute monthly change was 2.22 points in Sweden versus 1.27 globally. The sharpest move came from July to August (+6.86 points, roughly +92%), taking CPMs from a steady ~$7 level to mid-teens in one jump. From the January bottom to the August peak, CPMs climbed 152%, before easing to $11.52 in September and $10.62 in October.
Across the year, Sweden’s CPM analysis shows two distinct phases: an extended $6–$8 plateau from February through July, then a brief late-summer lift that receded but kept CPMs above the early-year floor.
The seasonal rhythm is pronounced. CPMs soften through late Q4 and bottom in January—a common post-holiday reset. Q2 is calm and compressed (April–June averaging about $7.20), signaling a period of stable country-specific ad costs. Q3 brings the action: July holds the spring plateau, August spikes to $14.28, and September remains elevated at $11.52. Early Q4 (October) cools to $10.62 but stays well above the January low.
Globally, CPMs also dip in January and firm into late summer, with a tendency to intensify in Q4 as competition rises (October at $21.43 and an additional lift in November to $25.15 in the broader benchmark).
Sweden’s CPMs undercut the global benchmark throughout the period by an average of 53%. The gap was widest in January (−68%) and narrowest in August (−30%), when Sweden’s late-summer surge closed in on worldwide levels. Most months, Sweden trailed the market by 40–65%, indicating structurally lower country-specific ad costs, but with sharper short-term swings. The global trend rose modestly mid-year; Sweden’s was choppier—deeper Q1 weakness and a more pronounced Q3 spike.
Overall, Facebook Ads benchmarks show CPMs for all industries in Sweden averaging about half the global level, with clear Q1 softness and a notable August lift. Understanding CPM analysis for Sweden helps teams assess country-specific ad costs and compare industry ad performance to global CPM trends.
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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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.
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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.
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Cost per thousand impressions across different markets
Benchmark click-through rates for Facebook ads
Cost per lead across different markets
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